Saptrishi Soni।
MARKFED showcases Punjab’s agricultural products at a major international food exhibition; initiative aims to expand overseas markets and create better commercial opportunities for farmers
Punjab Chief Minister Bhagwant Mann has taken another step towards promoting the state’s agricultural produce beyond domestic markets by inaugurating the MARKFED stall at SIAL Paris, the international food exhibition that brings together food producers, buyers and industry representatives from across the world.
The key attraction at the Punjab showcase is the launch of two new products under MARKFED’s ‘SOHNA’ brand: canned chickpeas in brine, popularly known as *chitte chhole*, and red kidney beans in brine, or *rajmah*. The products are intended to introduce familiar Punjabi food ingredients to international consumers while creating new avenues for the state’s agricultural produce in overseas markets.
The initiative reflects the Punjab government’s efforts to broaden the commercial reach of its farm sector by moving beyond the traditional sale of agricultural commodities and exploring opportunities in packaged and value-added food products. By presenting processed food items at an international exhibition, MARKFED is seeking to connect Punjab’s agricultural strengths with changing consumer markets.
Speaking about the initiative, Mann emphasised the importance of taking Punjab’s quality agricultural products to international buyers. The broader objective is to strengthen the identity of Punjabi products in global markets and help farmers secure better economic returns from the produce they grow.
For Punjab, where agriculture remains a major part of the state’s economic and social fabric, the ability to access new markets is particularly significant. Farmers’ earnings are influenced not only by production costs and crop prices but also by the availability of buyers, the value added to produce and the ability to reach consumers beyond conventional trading channels.
The introduction of canned chhole and rajmah under the SOHNA brand offers MARKFED an opportunity to explore these possibilities. Processing and packaging can make products more convenient to store, transport and use, potentially helping them reach retail outlets and food businesses in markets where fresh or traditionally sold produce may be less accessible. Actual commercial success, however, will depend on buyer demand, pricing, distribution arrangements and compliance with the requirements of individual export markets.
The products may also appeal to the Punjabi diaspora, for whom familiar ingredients are an important part of food traditions and cultural connections. At the same time, international consumers interested in Indian cuisine could gain easier access to ingredients widely used in Punjabi households and restaurants.
SIAL Paris provides MARKFED with a platform to present its products to potential importers, distributors and food-sector businesses. Participation in such an exhibition can help a public-sector agricultural organisation assess international demand, establish commercial contacts and understand the quality, packaging and regulatory standards expected by overseas markets.
MARKFED’s role in this effort is important because the long-term benefits of agricultural marketing depend on building reliable channels between producers and consumers. A stronger market presence for processed food products could create opportunities across the value chain, from procurement and processing to packaging, logistics and distribution. Whether these opportunities translate into higher farmer incomes will depend on how effectively the initiative connects market expansion with procurement and pricing arrangements that benefit producers.
For the Mann government, the SOHNA launch is therefore more than a product presentation. It is an attempt to position Punjab’s agricultural identity in a competitive international food market and explore ways to capture greater value from the state’s produce. The challenge will be to turn exhibition visibility into sustained orders, repeat buyers and a dependable overseas distribution network.
Punjab has long been associated with its agricultural contribution to India’s food supply. Initiatives such as MARKFED’s international showcase seek to add another dimension to that identity: Punjab as a supplier of branded, processed food products for consumers at home and abroad.
The launch of canned chhole and rajmah at SIAL Paris marks an important opportunity for SOHNA to test its appeal among international buyers. Its lasting significance will ultimately be measured by the markets it enters, the demand it generates and the tangible benefits that reach Punjab’s farmers and food-processing sector.