The Almond Board of California today said it has roped in Karishma Kapoor to endorse ''almonds'' this festive season.The board, which promotes Californian almonds, has launched a marketing campaign with the new brand ambassador, banking on estimates that 69 per cent of India''s total almond imports come from California.
"India is an important growth market for the Californian almond industry. It is currently the fourth largest export destination for California almonds after Spain, China, and Germany, respectively," the board said in a statement .
Almond exports to India reached 38,000 metric tonnes in 2009-10. "The positive growth has been a result of increasing consumer demand," it added.
The new campaign will communicate the health benefits of almonds to consumers and Kapoor will also be engaged in activities on the ground for promotion.
"The Indian festive season is a major factor contributing to increased demand for almonds in India and our endeavour is to communicate the benefits of this power-packed nut as not only important for the festive season, but also throughout the year," Almond Board of California CEO Richard Waycott said.
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