Introduction

The demand for Indian food products is booming across Europe, driven by the rise of ethnic grocery stores and increasing consumer interest in global cuisines. From London to Berlin, Indian groceries are no longer limited to niche corners they’re part of mainstream shelves. For Indian exporters, this opens a major opportunity to build strategic footholds.

Manjulam Impex has been closely tracking this trend and evolving its export strategies to serve Europe’s ethnic retail surge. From compliance-ready packaging to tailored SKUs, here’s how exporters can tap into this high-potential market.

Why Ethnic Grocery Stores in Europe Are Growing Fast

The boom in ethnic food stores across Europe is not just fueled by Indian expats but also by a broader shift in taste preferences. European consumers are becoming more adventurous, and Indian spices, oils, ghee, pickles, and ready-to-eat foods are in high demand.

Key drivers:

  • Growing South Asian and Middle Eastern diaspora in Europe.

  • Rising interest in Ayurvedic, vegetarian, and natural products.

  • Surge in online ethnic food ordering during and post-COVID.

This is particularly evident in cities like London, Paris, Berlin, and Amsterdam, where new Indian grocery stores open every month.

Products in Demand in the European Ethnic Retail Segment

European ethnic stores are looking for products that are not just traditional but also compliant with EU food safety and labeling laws.

Top demanded categories include:

  • Wood-pressed oils (mustard, sesame, coconut)

  • A2 ghee and organic ghee

  • Pickles and chutneys

  • Whole spices and spice mixes

  • Private label rice, lentils, flours

European consumers prefer clean-label, vegan, and low-preservative options. Exporters must be ready with multi-language labels, batch coding, and traceability documentation.

The Role of Custom Packaging in Ethnic Retail

The success of a product on ethnic grocery shelves in Europe depends significantly on its packaging. European buyers prefer retail-ready, space-efficient, and regulation-compliant packaging. Bulk packs are less common unless selling to wholesalers.

Best practices:

  • Use multilingual labels (English + French/German/Dutch).

  • Include nutrition facts as per EU guidelines.

  • Choose PET, glass, or laminated pouches based on product.

  • Ensure batch numbers and expiry dates are clearly marked.

At Manjulam Impex, we provide custom packaging tailored to different European countries’ retail standards.

Distribution Models: Wholesale, Direct Retail, or Online

There are several ways Indian food exporters can enter or scale up in Europe:

  • Partnering with ethnic wholesalers who distribute to hundreds of small retailers.

  • Tying up with Indian/Asian grocery chains like Spiceland, Patel Brothers (UK), or Asia Shop (Germany).

  • Selling via online ethnic food platforms that deliver across Europe.

  • Private labeling for regional European retailers who want Indian products under their brand.

A multi-pronged approach ensures better visibility and higher volume.

Export Documentation & Compliance for EU

To successfully export to Europe, it’s not just about the product it’s about having the right documents and food compliance processes in place.

Must-have compliance elements:

  • FSSAI and APEDA certification

  • Certificate of Origin (COO)

  • Phytosanitary and health certificates

  • Ingredient breakdowns and allergen declarations

  • Organic/Halal certification if required

Manjulam Impex supports its buyers with ready-to-export documentation, pre-shipment testing, and batch traceability, making the import process smoother and faster.

Conclusion

The ethnic grocery boom in Europe represents one of the most accessible and scalable entry points for Indian food exporters in 2025 and beyond. To capture this opportunity, exporters must be prepared with compliant packaging, adapted product ranges, and logistics support.

At Manjulam Impex, we don’t just export we partner with you for growth. Whether it’s A2 ghee, wood-pressed oils, pickles, or spices, we ensure our products are market-ready, shelf-ready, and consumer-friendly.

Let’s build your European ethnic retail presence, one product at a time.