Mexican Spirits blend beautifully with India

In a candid conversation with Bishan Kumar, he expresses delight over India’s growing affinity for tequila and heightened appreciation for Mexican cuisine. The Ambassador remains dedicated to supporting Mexican companies promoting tequila in India while preserving the true essence of this iconic Mexican spirit.

As long he is in India, his passion for heritage drives him to deeply explore India’s cultural tapestry.  

How has your experience been as Mexico’s Ambassador to India? Which aspects of Indian culture and society have left the strongest impression on you during your tenure?  

The past four-and-a-half years have been incredibly positive, marked by India’s growing interest in strengthening ties not only with Mexico but with Latin America as a whole. This increased focus has allowed numerous initiatives and aspects of our relationship to flourish. Despite the challenges posed by the pandemic, our overall relationship has continued to grow.

Economically, our relationship is very healthy and expanding. High-level political contacts have been regular, aligning with both the current Mexican administration and Modi’s third term in India. This period has provided numerous opportunities to explore new avenues for enhancing our relationship, extending beyond just economic ties.

Culturally, we have hosted many programs, even managing virtual exchanges during the pandemic that were very fruitful. People-to-people contacts have also increased, with a rise in student exchanges and tourism between our countries. Mexico and India, both rich in culture, have benefited greatly from these interactions.

Before coming to India, I served as the Mexican Ambassador to UNESCO in Paris. One of my personal goals has been to visit most, if not all, of India’s 41 UNESCO heritage sites. I am pleased to say I am well past the halfway mark, experiencing the immense richness of Indian culture. This includes not only World Heritage Sites like Qutub Minar and the Taj Mahal but also intangible cultural heritage such as the Garba dance in Gujarat and Durga Puja in Kolkata. These experiences highlight the diverse and vibrant cultural tapestry of India.

What are your main focus areas to attract investment and promote collaboration between Mexico and India?

Indian companies have a significant presence in Mexico, with over 200 firms investing across diverse sectors. It is encouraging to see their success and expansion in fields such as IT, agriculture, pharmaceuticals, fertilisers, textiles, and notably, the automotive sector. At the embassy, we have particularly focused on fostering collaboration in new, innovative sectors, including startups and digitalisation. Additionally, our space agencies are working together on various projects, highlighting the breadth of our cooperation.

Interest from Indian companies in investing in Mexico continues to grow. Conversely, Mexico is the largest Latin American investor in India, with diverse interests. Notable Mexican companies in India include Bimbo, a leading global bakery branded in India as Harvest Gold, and Cinepolis, the second-largest cinema chain in India.

The automotive sector sees Mexican Collaboration with Tata Motors, while IT and technology sectors feature Softtek operating in Bengaluru. Mexican retailers also source textiles and furniture from India, frequently seen in Mexican stores. Kidzania, a Mexican edutainment brand, has had operations in Mumbai for ten years and recently expanded to Noida.

Our varied and substantial presence in India underscores the strength of our bilateral relationship.

As many countries are prioritising FTAs with India, and given Mexico’s significant trade partnership with India, do you foresee a potential trade agreement between the two countries in the near future?

Mexico and India have discussed the possibility of negotiating a Free Trade Agreement (FTA) in the past, though it hasn’t materialised yet. However, our trade has grown and diversified significantly without an FTA.

Before negotiating such an agreement, a detailed study of its viability across different sectors is essential. Although it is on our future agenda, it is not currently in progress. Despite this, our trade relationship is thriving, and Mexico is India’s largest trading partner in Latin America. We often compete with Brazil, especially in light of global events like the conflict in Ukraine, which has benefited certain agricultural sectors in Latin America, including Argentina and Brazil, by opening up access to Indian markets.

We are keen to bring more agricultural products to India and are exploring possibilities despite the complexities of phytosanitary restrictions and competition. Currently, most of our trade is industrial rather than agricultural. A noteworthy development is the growing popularity of tequila in India. Over the past year, tequila consumption in India has doubled, becoming the drink of choice, particularly among young people. Cocktails like margaritas and tequila sunrise are now extremely popular.

I am very happy to see that a lot of business people in the spirits sector are actively promoting a wider variety of tequilas in India. It has become fashionable for people to keep bottles of tequila at home for guests. This change has been remarkable over the past four to five years.

The enthusiasm for tequila in India is vibrant and continually expanding, a development I am pleased to witness during my tenure.

What is preventing large Mexican companies with extensive product portfolios from entering the Indian market?

I am not sure what is holding them back, but some Mexican companies are working with Indian partners. Large Mexican distributors see the active market here and may establish offices in India. Currently, tequila consumption in India accounts for less than 2 per cent of the global total, but this is a prime opportunity for Mexican businesses to capitalise on.

Despite the perceived distance, there is a lot happening between Mexico and India in trade, investment, and spirits. Both Mexican and Indian businesspeople are cautious but optimistic about venturing into each other’s markets. Patience is necessary, but the momentum is growing, and this will boost further growth.

If the 150 percent duty on alcoholic beverages is reduced, tequila will become more affordable for the average consumer. Remarkably, even with these high duties, tequila consumption is increasing. This issue isn’t unique to Mexico; Argentine and Chilean wines, as well as European spirits like Scotch and gin, face similar hurdles. Lowering these tariffs would benefit all and contribute to greater happiness among Indian consumers.

What initiatives, activations, the Mexican government, your embassy and tequila producers are doing to promote tequila in India?

We have actively supported programs launched by tequila importers in India. I have personally attended many of these events. For instance, on May 5th, the Le Meridian hosted an event featuring cocktails made with tequila and mezcal. Similarly, The Leela Palace Chanakyapuri recently celebrated Cinco de Mayo with the support of a beverage partner, featuring Mexican artists to enhance the festivities.

We collaborate closely with companies importing tequila, helping to co-sponsor events and promote them to larger audiences. Our goal is to increase visibility and appreciation of tequila across India. While we don’t sell the product ourselves, we facilitate those who do, ensuring they can effectively market it. Many restaurants in Delhi, Mumbai, Bengaluru and other cities host tequila-based events with our support to reach a wider audience.

We maintain a constant dialogue with Mexico’s Tequila Regulatory Council to guarantee the quality of the product, both in Mexico and after export. We work diligently to ensure that local producers do not mislabel their products as tequila, which is a designation reserved exclusively for the spirit made from Blue Agave in Jalisco, Mexico. We monitor legal compliance to prevent mislabeling and protect the integrity of tequila.

Our concern extends to ensuring that the tequila experience in India is authentic. Some local products of lower quality are being mislabeled as tequila on restaurant menus, which diminishes the experience for consumers. We strive to ensure that when people order tequila, they receive a product that truly represents its heritage and quality, preserving the genuine experience of this iconic Mexican spirit. 

How do you view the growing appreciation for Mexican cuisine in India, with more restaurants offering Mexican dishes?

It is obvious that there is a growing appreciation for Mexican cuisine in India. Some restaurants are making a strong effort to offer authentic Mexican food, although not all of it may be truly authentic. I am often surprised to find ‘Mexican’ dishes on menus or buffets that don’t resemble Mexican cuisine but reflect the appeal it holds.

Mexican food is recognised as part of the intangible world heritage by UNESCO due to its richness, variety, and extraordinary flavours. Much of Mexican cuisine is vegetarian by default, using ingredients like peppers, corn, beans, rice, and corn tortillas. This aligns with Indian tastes, which often favour vegetarian dishes.

While people often say Mexican and Indian food are similar, there are notable differences. For instance, in Mexico, a taco starts with a tortilla, to which meat or vegetables and a customisable amount of sauce are added. In India, dishes are typically pre-spiced. Both cuisines, however, are known for their strong, vibrant flavours.

Which Mexican dishes do you think would appeal most to the Indian palate?

Almost any Mexican food can appeal to the Indian palate. Tacos are highly versatile, and mole is another dish with great potential. Mole is a centuries-old Mexican sauce made with over 40 types of peppers, chilies, and chocolate. It is sweet, spicy, and traditionally served with chicken. Although complex to make and not available in India, mole paste can be bought in jars, and Indians would likely appreciate its rich flavours.

Mexican cuisine offers a variety of seafood dishes, quesadillas, and “elote” (corn). Corn is prepared in many ways, and soups, like those made with pumpkin flowers, are also popular. Mexican cuisine uses black or brown beans instead of lentils, often served as a side dish, much like dal or rajma in India.

Mexican fruit drinks could also be popular in India. Beverages like mango juice, watermelon juice, hibiscus water, and coconut water are delicious and refreshing. The hibiscus drink, known as “Jamaica water” in Mexico, is especially hydrating and tasty.

How is the increase in Indian outbound travellers reflected in Mexico, and what initiatives are in place to attract more? Are there any plans to introduce direct flights?

The distance between India and Mexico poses a challenge, but it hasn’t deterred the increasing number of Indian travellers exploring Mexico, nor Mexicans visiting India. Mexico ranks as the sixth most visited country globally, renowned for its diverse attractions—archaeological sites, beaches, mountains, and historic cities—all of which appeal greatly to tourists.

Indians are discovering Mexico’s allure, especially as an ideal destination for weddings. Many Canadian-Indians are opting to have their weddings in Mexico, inviting friends from India, showcasing vibrant cultural exchanges. However, the lack of direct flights remains a barrier. Discussions with airlines aim to facilitate seamless travel experiences from Delhi or Mumbai to Mexico, even if direct nonstop flights may not be immediately feasible due to technical reasons. The merger of Air India with Vistara offers hope for improved connectivity in the near future.

Efforts to promote Mexico as a tourist destination are robust. We actively participate in tourism forums and organise fairs across India; educating potential travellers about Mexico’s wonders and unique opportunities. Through social media and other channels, we highlight Mexico’s diverse attractions, aiming to inspire more Indians to visit and experience the country firsthand.

How user-friendly is the visa application process for those seeking to travel to Mexico, and how efficient is the processing time?

The visa process is very fast. Once applicants secure an appointment and meet requirements, visas are typically issued within 24 hours; a speed unmatched by other embassies in the region. Appointments are available bi-weekly, allowing for quick scheduling. Our Mumbai consulate extends services, facilitating appointments for those in southern India.

Mexico also offers long-term visas, such as a 10-year visa in specific cases, but tourist visas are valid for six months.

Could you share any notable success stories or case studies from exchanges between Mexico and India, in business and culture?

There have been significant developments in Indian companies opening operations in Mexico, which is a source of satisfaction. Existing companies in Mexico are thriving, serving as success stories that build trust and attract new investors.

In the recent years, new operations have emerged, particularly in the automotive sector, leveraging Mexico’s robust automotive industry. Mexico’s appeal extends beyond its domestic market; it is strategically positioned within the North American Free Trade Agreement (NAFTA) alongside Canada and the United States. This proximity and trade agreements make Mexico an attractive hub for near-shoring, enhancing market access.

Mexico boasts over 40 free trade agreements, significantly expanding market reach beyond its 130 million population to encompass vast consumer bases in North America and beyond. This extensive network provides a compelling advantage for companies establishing a presence in Mexico, enabling them to tap into diverse markets and opportunities.