Products from top Indian food firms like Britannia and Bikano will be available at Walmart this Diwali; brands like Regal Kitchen and VAHDAM already find appeal among US consumers.
In preparation for Diwali festivities, Walmart said on Thursday that it is increasing the food and snack sourcing for the US market including well-known Indian brands such Bikano, Britannia, and Jayanti Spices. By 2027, the retail behemoth with Bentonville-based headquarters wants to import $10 billion worth of goods from India yearly.
The recently launched array of food and snack items is meant to accentuate Diwali celebrations. “These products will provide Walmart’s US consumers with a varied assortment of beloved snacks and foods,” a company statement said, stressing items including premium tea, ready-to-eat and frozen foods, classic snacks, spices, and festive packs.
Along with family bundles in some US supermarkets, Britannia’s products—which range from Bourbon chocolate cream-filled biscuits to iconic Milk Rusk—will be available throughout Diwali. Two festive boxes from Bikano, Abhinandan and Shahi Nazrana, will include traditional Indian muesli, mixes, and sweets including Gulab Jamun and Soan Papdi.
Under Walmart’s Great Value private label, Jayanti Spices, a Coimbatore-based supplier, has effectively entered the US market providing a range of savory spices and herbs including onion powder, garlic powder, and cinnamon.
Walmart currently carries VAHDAM, a premium brand recognized for its teas and spices, which offers a variety of herbs and herbal goods along with tea selections like Turmeric Ashwagandha and many turmeric tea blends.
Under the Great Value brand, Gujarat-based HyFun, a first-time exporter to the US market, will also be highlighted providing frozen goods like tater tots and seasoned hash browns at reasonable rates.
Andrea Albright, Executive Vice President of Sourcing at Walmart, expressed enthusiasm about presenting India’s rich culture and customs to US consumers both during the Christmas season and beyond.
