KOTRA Supports Entry of 'K-Avenue' into Indian Distribution Network

[Asia Economy Reporter Kiho Sung] KOTRA is expanding our export routes by targeting global online distribution networks. On the 22nd, KOTRA announced that it will support the entry of 120 products from 50 small and medium-sized enterprises (SMEs) into the local market by partnering with 'Shopclues,' one of India's top four online distribution platforms.

The 50 companies confirmed for entry were directly selected by Shopclues' purchasing managers (MDs) based on consumer preferences, price competitiveness, and market potential. Selected products include not only beauty items but also various daily consumer goods such as eco-friendly kitchen detergents, hair loss shampoos, oral candies, baby products, and mobile healthcare devices.

In particular, Shopclues operates a dedicated Korean product section called K-Avenue on its site. The selected products will be listed in K-Avenue, and alongside the start of sales, various promotional activities such as Shopclues app notifications and Google advertisements will be conducted.

H Company, a participant manufacturing feminine hygiene products, said, "There is definitely an opportunity in India, but the Indian market does not open all at once," adding, "We realized that persistence is required to seize the opportunity, which is why we applied for the Shopclues entry project."

Meanwhile, regional lockdowns in India remain partially in effect, and most international flights have been suspended. Korea's exports to India decreased by 34.3% compared to the same period last year through August.

KOTRA plans to leverage South Korea's enhanced reputation due to COVID-19 to promote Indian consumers' purchases of Korean products. It will also actively promote and provide consulting on the Korea-India Comprehensive Economic Partnership Agreement (CEPA) to lead Korean companies' entry into the Indian market.

Kim Moon-young, head of KOTRA's South Asia Regional Headquarters, stated, "Riding on global online platforms is a representative form of remote and contactless export marketing, and demand will increase further," adding, "We will also pursue a second Shopclues entry project to expand the base of Korean products in India."