Kenya is ramping up efforts to diversify its macadamia export markets, with India emerging as a key target as shipments face headwinds in traditional destinations.
Industry stakeholders say weakening demand and price pressures in established markets have unsettled the country’s macadamia sector, prompting exporters and policymakers to explore new growth avenues. India, with its large consumer base and expanding middle class, is being positioned as a strategic alternative market to absorb rising production volumes.
Kenya is one of the world’s leading macadamia producers, but exporters have recently grappled with fluctuating global prices, increased competition and tighter quality requirements in premium markets. The situation has squeezed margins for processors and farmers alike, raising concerns about sustainability across the value chain.
Trade officials are now focusing on strengthening bilateral engagement with Indian buyers, promoting value-added macadamia products and streamlining export procedures to improve competitiveness. Industry bodies are also pushing for enhanced marketing campaigns and participation in trade fairs to raise awareness of Kenyan macadamias in the Indian market.
Analysts note that India’s growing appetite for healthy snacks and premium nuts could offer long-term potential. However, exporters will need to address pricing sensitivity and build reliable supply chains to compete effectively against established suppliers in the region.
If successful, the pivot to India could help stabilise Kenya’s macadamia industry, support farm incomes and reduce reliance on a narrow set of overseas markets.