European Union Collaborated Flour ITALMOPA Flourishes In Indian Markets.

Brussels; February 2026: On 13th September 2022, the Italian association of millers representing 82 flour milling companies across Italy, had organised a press event to raise awareness on the initiative “Pure Flour from Europe” campaign at the luxurious venue, The St. Regis, Mumbai. The event carried forward the initiative to promote exports of Italian soft wheat flours in India as well as to raise awareness of their premium quality, safety and versatility.

Following then, ITALMOPA organized a press event at the Royal Ballroom of the prestigious Imperial Hotel, New Delhi to mark the launch of the European Commission co-funded “Pure Flour from Europe” campaign. The event represented the official launch of an initiative to promote exports of Italian soft wheat flours in India and to raise awareness of the premium quality, safety and versatility. The Italian Ambassador in India, His Excellence Vincenzo De Luca, graced the event with his esteemed presence. The evening was dedicated to knowing all about Europe’s finest flour including a sit-down dinner with a specially curated EU flour menu. Many leading restaurant owners and culinary experts attended the event including the President of IFCA India, Chef Manjeet Gill.

The journey within India soon commenced, with Pure Flour from Europe collaborated with the renowned retail chain Modern Bazaar to execute a point-of-sale (POS) retail promotion. The success of the retail promotion extended beyond the physical store. The campaign was also adapted for the digital realm, featuring on the Modern Bazaar app and social media profiles. This digital expansion enabled the promotion to reach a broader audience of online shoppers, expanding the availability of Pure Flour from Europe products to new geographical locations. Overall, the collaboration between Pure Flour from Europe and Modern Bazaar successfully combined in-store and digital strategies to enhance brand visibility, educate consumers, and reach new markets.

ITALMOPA (the Italian Association of Millers) is leveraging the recently finalised India-EU Free Trade Agreement (signed in Jan 2026) to expand the presence of Italian soft wheat flour in the Indian market. Through the EU-co-funded “Pure Flour from Europe” campaign, ITALMOPA is aiming to capitalize on reduced tariff barriers to promote high-quality, specialized Italian flour for both traditional European and local Indian culinary applications.

Key impacts of ITALMOPA’s strategy within the EU-India trade context include:

• Targeted Market Entry: ITALMOPA is targeting India, which is becoming a more accessible market due to the comprehensive trade deal.

• Promotion of European Quality: The initiative highlights the superior quality and versatility of Italian soft wheat flour to Indian consumers and industrial bakers.
• Educational and Promotional Events: ITALMOPA is organising chef-led demonstrations and workshops, along with educational tours to Italy for Indian professionals, to increase awareness.

• Support for Trade Growth: By promoting specialized products, ITALMOPA aligns with the broader EU goal of expanding exports to India, which aims to diversify food offerings in the Indian market.

While the campaign was initiated before the final deal, the 2026 trade agreement, which drastically reduces tariffs on processed foods, provides the necessary economic framework to make Italian flour more competitive against domestic and other imported options.

Team Maverick.