Australia has claimed the top spot as India’s leading supplier of frozen and chilled lamb and mutton in 2024, knocking New Zealand off its long-held perch in the premium meat market.
This milestone follows a sustained and strategic push by the Australian Trade and Investment Commission (Austrade) and Meat & Livestock Australia (MLA), powered by the Australia-India Economic Cooperation and Trade Agreement (AI-ECTA), which eliminated tariffs on Australian lamb and sheepmeat exports to India.
Exports surged 85% year-on-year, rising from A$1.2 million in 2023 to over A$2.3 million in 2024. Australia now supplies 14 different cuts of lamb and mutton to Indian chefs and consumers, compared to just two or three offered by other exporting nations.
Austrade described the achievement as “not just a trade success” but “a story of culinary collaboration and industry engagement.”
The campaign marked a shift in Australia’s global meat export strategy — moving away from live exports to promoting premium processed meat. India was identified as a key growth market, especially its booming hospitality sector.
Australian exporters worked closely with importers and food leaders in India to develop a responsive, year-round supply chain that ensured freshness and reliability — critical advantages while other nations faced disruptions.
In April 2025, MLA signed a landmark MoU with the Indian Federation of Culinary Associations (IFCA), strengthening industry links. The partnership has trained more than 180 chefs from leading hotel chains like Taj, Marriott, Hilton, ITC and Oberoi, and over 80 culinary students, under the guidance of MasterChef Tarek Ibrahim.
The collaboration also included a strong consumer outreach campaign, using media partnerships — including high-impact visibility during the Indian Premier League — to reach over 28 million consumers in six months.
New Zealand’s lamb and mutton exports to India fell sharply from A$3.4 million in 2023 to A$1.4 million in 2024, according to the International Trade Centre. In contrast, Australia’s exports grew nearly tenfold since 2022.
With five Australian producers already in the market and more joining, the opportunity is set to grow. Austrade said it was proud to work “hand-in-hand with chefs, importers, industry bodies and food leaders to deliver premium Aussie produce to Indian plates.”
Support our Journalism
No-nonsense journalism. No paywalls. Whether you’re in Australia, the UK, Canada, the USA, or India, you can support The Australia Today by taking a paid subscription via Patreon or donating via PayPal — and help keep honest, fearless journalism alive.
