Global nuts and dried fruits body bets big on Gen-Z to promote consumption in India

Ashok Krishen, Chairman of International Nut and Dried Fruit Council (INC), ‘Kaju Centennial Summit 2025’ in Mangaluru on Friday.
| Photo Credit:
H S Manjunath

Gen-Z is the target segment to promote consumption of nuts in India, Chairman of International Nut and Dried Fruit Council (INC) Ashok Krishen has said.

Speaking at the 100-year celebration of cashew processing in Mangaluru – ‘Kaju Centennial Summit 2025’ – in Mangaluru on Friday, he said Gen-Z will be able to consume nuts because they are more into sustainability, health and wellness. Considering this, they will be the right audience for promoting consumption of nuts.

Stating that India has close to 400 million Gen-Z population, he said if each of them was to consume 30 gm of nuts every day for 250 days, it will lead to half the world’s production of nuts. He said the global production of tree nuts is 6 million tonnnes.

Sustainability certification

Stating that INC has launched launched sustainability certification for its members, he said this certification will give a better liquidity for the product, more market access, and some pricing power with the customers.

Highlighting the major goals of INC, he said the first is to drive consumption of nuts and dried fruits and to allow free market access.

Every country is imposing tariffs with each other and restricting global trade. Considering this, the primary goal for the INC is to advocate for free market access whether it is on tariff or on non-tariffs like food safety standards.

Health claim

Stressing the need for health claim on tree nuts, he said they are good for health and nutritious.

“However, as an industry, we do not have a health claim and we do not have dietary guidelines,” Krishen said, adding, “We want to embark on getting a health claim, which involves randomised clinical trials. We have also chosen India as one country to participate in that research.”

“So, hopefully in the next five years, we will get a health claim which we can put on our consumer pack saying that nuts are healthy, which we now claim, but we can’t put it on our bags.”

Shobha Karandlaje, Union Minister of State for Labour, Employment and MSME, spoke on the occasion.

AK Rao, President of Karnataka Cashew Manufacturers’ Association, welcomed the gathering, and Prakash Kalbavi, Convenor of Kaju Centennial Summit 2025, unveiled the theme of the summit ‘Honouring the past, embracing the future’ on the occasion.

Vasudeva Barkur, Executive Director of ETG Group, and Rene Goudriaan, supply chain expert, participated in the inaugural event.

Published on November 14, 2025