Kerala-specific products, including vegetables, rice, and spices, are finding their way to non-traditional markets like the UK, Canada, Australia, and Ireland due to the increasing migration of Malayalis to these regions.
Palakkadan Matta rice from Kerala is used in London to create a unique craft beer, reflecting the state's flavors. Exports to these new markets have surged by 300% in the past two years, driven by a new generation of expatriates who prefer directly imported Kerala-specific items.
The demand for products like drumstick and small onions has risen, and Malayali migration is a key factor behind this trend. Traditional markets are experiencing saturation while non-GCC countries are showing a growing interest in Kerala cuisine. The availability of Kerala eateries in these countries and the influence of Malayali migrants have contributed to the increased demand for these products.
First-generation retailers, often established by dependents of nurses, are opening stores and restaurants to cater to the expatriate population, driving the demand for Kerala and Malayali-specific items such as rice, vegetables, coconut products, and more. These products are gradually gaining popularity in these new markets, and importers are curating unique Kerala products for distribution. Even remote towns in Australia and Ireland now have Kerala stores offering exclusive items from the state.
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