India’s largest retailer, Reliance Retail, has added a number of Made in the Cape products to its shelves.

Wesgro says it is the first time South African goods have been placed in select Reliance Freshpik and GoFresh Mumbai stores, and a first for Africa.

Wesgro is the tourism, trade and investment promotion agency serving Cape Town and the Western Cape.

The newly formed partnership between Wesgro and Reliance Retail introduces Indian shoppers to “sustainably made, quality products from the region”, including a selection of rooibos teas, dried fruit, artisanal spices, gourmet sauces and dressings.

The list of brands, familiar to most South Africans, include Carmien tea (rooibos tea), Sunbird rooibos, Funky Ouma spices, K-fruit (dried fruit) and Ina Paarman’s Kitchen products (a variety of cooking sauces and salad dressings)

The new partnership follows Reliance Retail’s participation in Wesgro’s Made in the Cape Buyers’ Programme event earlier this year, which connected Indian retailers with Western Cape exporters.

The result is a tangible breakthrough, says Wesgro, in that South African products are now placed on Reliance Retail shelves for the first time, with the potential to scale up across one of the world’s largest retail markets.

The agency adds that the initiative forms part of its wider mandate “to unlock new markets for Western Cape exporters and to create inclusive economic opportunities at home”.

The official launch event was attended by the Reliance Retail CEO Damodar Mall, the South African Consul General in Mumbai, Gideon Labane, as well as South African cricket legend Herschelle Gibbs.

During the launch, Indian chefs demonstrated how Western Cape products can be used to enhance local dishes, as well as create new dining experiences.

“India is one of the fastest-growing consumer markets in the world, and a strategic partner for the Western Cape,” says Wesgro CEO Wrenelle Stander.

“Through this collaboration with Reliance Retail, we are showcasing not just products, but the story of our region – world-class quality, innovation and the unique flavours of Africa.

“This is trade diplomacy in action, where food and culture open doors to deeper economic partnerships.”

Western Cape Agriculture, Economic Development and Tourism Minister Dr Ivan Meyer notes that ongoing global trade shifts have moved the provincial government to proactively create new markets for its exporters.

“India is a key market for our products and services, and being featured in Reliance Retail stores for the first time is a proud moment.

“Initiatives like this drive growth, create opportunities for local entrepreneurs, and showcase the Western Cape as a source of high-quality, sustainable products.”

“By putting our rooibos teas, dried fruit, and gourmet products on the shelves of India’s largest retailer, we are not just exporting goods, we are exporting the story, heritage and craftsmanship of our people,” adds City of Cape Town Economic Growth MMC James Vos.