Kanishka Ramchandani in an exclusive interaction with John Southwell, Senior Trade and Investment Commissioner, Australian Trade and Investment Commission, gets to know more about growing trade relations between India and Australia, and the role that the beauty industry is playing to cement these trade ties.
Let’s hear what John Southwell has to say!
The Australian pavilion has been a part of the ProWine India show, and now it is also a part of a beauty trade show. Is Australia planning to enter the Indian market through various different sectors?
Yes, it is part of the plan. We have a government programme called the Australia India Business Exchange, which has been running since 2020. Over the last six months, it has been refunded for a further four years. While the programme helps Australian businesses find Indian partners, it is not just about exporting our products to India. It’s also about working out how we can complement, contribute and cooperate with Indian businesses to grow the Indian economy as well as the Australian one.
What is your agenda in participating in a beauty trade show?
The Australian pavilion at the trade show enables growth in brand awareness and acts as a statement of confidence in the Indian market as well as showcases the wonderful things we have on offer and how they can feature in India.
What criteria did you follow while selecting the brands to be showcased at this Australian pavilion?
Brands that have the capacity to export to India, that are export-ready, that are established. And so, if an Indian importer or distributor looks at them, you’re going to actually see credibility, quality and export-readiness.
The USP of these brands that are part of the Australian pavilion is that they have botanical and plant-based ingredients. How is this category relevant to the Indian market?
Well, it is certainly relevant. Experts say that we’re moving towards greater adoption of natural and organic ingredients in beauty and away from synthetic products. Some of the ingredients used in Australian beauty products are natural and native to the continent and have been growing there for millions of years.
Some native Australian species of plants are known for their healing properties. The products made using these ingredients are sustainable, cruelty-free and made with reusable materials and eco-friendly resources.
We are making sure we have pure, clean, paraben-free products without unnecessary additives, but created using cutting-edge science, biochemical processes and innovative solutions.
Do you foresee competition from Ayurveda-based Indian brands to Australian brands?
I think they complement each other. While Australian products are not necessarily Ayurvedic, they’re very much aligned with the ongoing move towards natural and clean products in India. A lot of them are based on natural essential oils. Our brands, such as New Directions, also offer white labelling which enables Indian brands to make their products in Australia and bring them here.
Another aspect is that we don’t seek to compete at all – we are all for contributing to the Indian beauty market. It’s about complementing the local ingredients as well.
Where do you think the confluence of India and Australia in the beauty industry is heading in the next 10 years?
I think we are limited by our imaginations and our ambitions. In terms of the markets available, the people who supply ingredients and brands that make products, it is going to grow incredibly strong.
We are sourcing Australian ingredients for Indian cosmetics and exporting them all over the world. This enables the Indian consumers to experience the best of Australia and vice versa.
Do you think the beauty business can help improve the trade ties between India and Australia?
I think the ties are improving regardless. So, we’ve been in comprehensive strategic partnerships between Australia and India for the last almost five years. We’ve always been friends.
Now, we’re partners. Strategic partners, yes. But, also economic partners, through the Australia-India Economic Cooperation and Trade Agreement, which enables a greater level of economic partnership.
Australia is very well-placed because about 3 per cent of our population is made up of the Indian diaspora. That is a huge number for our population. For us, be it on the cricket field or in the beauty store, it’s a match made in heaven.
Since you have been in India for a few years now, do you see yourself cheering the Indian cricket team?
(John Southwell laughs) Well, no, you have to draw a boundary somewhere!