Home ／ Insights on entering the Indian market
2026.03.24
India's online grocery market reached approximately $8.82 billion (about ¥1.32 trillion) in 2024, and it is projected to achieve a remarkable CAGR of 44.9% through 2030 (Grand View Research). The opportunity to sell Japanese food in this market has never been greater.
What stands out in particular is quick commerce (Q-commerce) and its rise. In 2024, more than two-thirds of online grocery orders were placed through quick commerce platforms, and Blinkit, Zepto, Swiggy Instamart has achieved 15-minute delivery.
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One of India's largest e-commerce platforms, offering food sales through Amazon Pantry and Amazon Fresh. Using FBA (Fulfillment by Amazon) lets you outsource logistics as well, making it possible to enter the market with lower upfront investment. Demand for Japanese food in the premium food category is steadily increasing.
India's largest dedicated online grocery platform. Being part of the Tata Group, it is highly trusted and is actively expanding its premium imported food category. Delhi, Mumbai, Bengaluru It operates with a focus on this segment.
The grocery division of Flipkart, which is owned by Walmart. Its strength lies in scheduled delivery, and it has strong reach among price-conscious consumers.
Rapidly growing on the strength of 15-minute delivery. They are a good fit for premium products prone to impulse purchases, such as Japanese food, and digital payments partnerships with such platforms are also progressing.
To sell food in India, FSSAI (Food Safety and Standards Authority of India) certification is legally mandatory.
If you import food from Japan for e-commerce sales, obtaining Central License is required. It usually takes about 60 to 90 days from application to approval, so begin preparations from the early stages of your business planning.
All food packaging sold in India is required to display the following information in English or Hindi.
30 to 40% of Indian consumers are vegetarian. Building a product lineup free of animal-derived ingredients is the top priority. matcha Powders, wasabi, nori, and konjac are examples of products that are naturally vegetarian and easy to market as such.
Since Indian e-commerce consumers are highly price-sensitive, a realistic approach is to cap pricing at around two to three times the domestic Japanese price. Offering small trial-size packs is also effective.
Instagram A D2C strategy that links product promotion there with traffic to your e-commerce site is effective. Collaborating with influencers is also worth considering.
For matters such as obtaining FSSAI certification, customs clearance procedures, and setting up e-commerce storefronts, Local partners' expertise is essential. Partnering with an importer-distributor is the most efficient way to enter.
Indian e-commerce consumers place great importance on reviews. Strategically running sampling campaigns in the early stages and requesting reviews from buyers helps improve search rankings and conversion rates.
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India's online grocery market is expected to expand at a high growth rate, widening the opportunity to sell Japanese food as well. The rise of quick commerce in particular is driving this market growth.
Quick commerce is a good fit for premium products prone to impulse purchases, which aligns well with the positioning of Japanese food. Blinkit, Zepto, and Swiggy Instamart have achieved short delivery times, and integration with digital payments is also progressing.
FSSAI has several license categories depending on the scale of sales. If you import food from Japan for e-commerce sales, you need the Central License for businesses handling imported food. Since it takes a considerable amount of time from application to approval, begin preparations from the early stages of your business planning.
All food packaging must display, in English or Hindi, the product name and ingredient list, nutritional information, veg/non-veg marking, manufacturing and best-before dates, FSSAI license number, and the importer's name and address. Since inadequate labeling can lead to a sales suspension, careful label design in advance is essential.
Since a large share of Indian consumers are vegetarian, building a product lineup free of animal-derived ingredients should be a priority. Matcha powder, wasabi, nori, and konjac are examples of products that are naturally vegetarian and easy to market as such. Displaying the green dot mark helps encourage purchase decisions.
A good approach is to start with small-scale test sales using Amazon India's fulfillment service. This lets you outsource logistics and gauge market response with lower upfront investment. In parallel, you can pursue FSSAI certification and a partnership with a local partner, then expand your sales channels to BigBasket and quick commerce platforms as you gain traction.
India's online grocery market, growing at a CAGR of 44.9%, is one of the most promising overseas markets for Japanese food companies. By using Amazon India, BigBasket and quick commerce platforms, FSSAI certification and after obtaining FSSAI certification, localization entering the market with a vegetarian-compliant product lineup is the path to success.
India Market As a first step toward that, we recommend starting with small-scale test sales using Amazon India's FBA service.
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