Japanese soy sauce giant Kikkoman has announced plans to set up its first representative office in India, the start of a campaign to encourage local people to incorporate its products in local cuisine.
The office will open in Mumbai before the end of January and will be tasked with supporting the company’s sales agents and determining local consumers’ needs.
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Kikkoman, Japan’s largest domestic producer of soy sauce, is looking to boost its presence in overseas markets to counteract a static domestic market, in large part due to Japan’s shrinking population.
“Our final goal is for Indian consumers to use soy sauce as a daily seasoning in their cuisine and not see it as only a traditional Japanese food,” company spokesman Hiroaki Naganuma told just-food.
“We are presently at the starting point for sales in India and from now on we plan to develop more recipes and hold more events across the country in order that local people can know the appeal of Kikkoman soy sauce>”
The company plans to set up a local subsidiary for eventual local production.
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By GlobalData
