India Emerges As A Key Growth Market For Turkish Hazelnuts

Türkiye, the world’s largest producer of hazelnuts, is turning to India as a high-potential market driven by rising demand for premium and healthy snacks, festive gifting, and confectionery innovation.

Türkiye, which produces over 60 percent of the world’s hazelnuts, is now looking beyond Europe to expand its global footprint. With demand slowing in traditional export destinations such as Germany, Italy, and France, Turkish growers are shifting focus to new, high-potential regions — and India has emerged as a strategic priority.

Why India is now on Turkey’s radar

The Hazelnut Promotion Board of Türkiye has appointed AMPRO Marketing as its India representative to drive awareness, trade partnerships, and consumer education. “India is so important that it is the only country where a dedicated marketing campaign is currently running,” says Mansi Ahuja, Principal at AMPRO Marketing.

Though India’s hazelnut market is still in its early stages, it has seen a dramatic 60 percent growth in import volumes in 2025 compared to the previous year. Ahuja notes that the shift towards health-conscious eating and premium snacking post-COVID has opened the door for international nuts. “Even if one percent of India’s population adopts hazelnuts, the opportunity is massive,” she adds.

From festive gifting to everyday snacking

Diwali continues to be the biggest period for nut consumption in India, traditionally dominated by almonds, cashews, and pistachios. AMPRO Marketing is working to position hazelnuts as a modern alternative, something unique yet familiar. “We promote hazelnuts as an elegant gifting choice that adds freshness to festive dry fruit boxes. In chocolate hampers, they represent indulgence with health,” says Ahuja.

The company has also collaborated with popular Indian brands like Haldiram’s and leading chocolate makers to create new recipes where hazelnuts replace traditional dry fruits. From mithais and besan laddus to chocolate spreads and protein bars, the goal is to make hazelnuts a natural part of India’s evolving food culture.

Building awareness through influencers and chefs

AMPRO Marketing is investing in influencer collaborations and chef-led campaigns to inspire new ways of using hazelnuts. Influencers demonstrate how the nuts can be added to traditional Indian sweets or daily breakfast bowls, while nutritionists and chefs highlight their health benefits.

Hazelnuts are rich in vitamin E, protein, and good fats, making them a powerful addition to balanced diets. The brand also runs in-store activations, recipe demos, and PR campaigns under the “Hazelnuts for India” initiative to spread awareness about their versatility.

The price challenge and future outlook

Currently, hazelnuts are priced higher than traditional dry fruits in India — around Rs 242 for 100 grams compared to Rs 92 for almonds. However, Ahuja believes that growing demand and wider adoption will eventually lead to better price accessibility.

AMPRO Marketing’s strategy combines trade outreach with consumer engagement, ensuring that awareness builds simultaneously among distributors, chefs, and consumers. The company’s 360-degree approach includes trade shows, media partnerships, and digital content that reimagines hazelnuts as a wholesome snack and versatile ingredient for India’s diverse palate.

As India’s appetite for health-focused and premium snacking continues to rise, Turkish hazelnuts are finding fertile ground to grow. The category’s success could redefine how Indian consumers perceive and enjoy dry fruits transforming hazelnuts from a luxury import into a mainstream delight.

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