Australia has knocked New Zealand off its long-held position to become the top exporter of frozen and chilled lamb and mutton to India in 2024.
The success comes after a bold campaign by Austrade and Meat & Livestock Australia (MLA) to promote Australia's high-quality meat and trusted supply chains in India. The campaign highlighted the elimination of all tariffs on lamb and sheepmeat under the Australia-India Economic Cooperation and Trade Agreement (AI-ECTA).
The campaign also marks Australia's move away from live sheep exports toward premium processed meat, with India identified as a priority market.
Rapid growth in exports
Australia's frozen and chilled lamb and mutton exports to India rose from $1.2 million in 2023 to over $2.3 million in 2024, a jump of 85% year-on-year.
The growth was facilitated by an expanding, consistent and uninterrupted supply chain reaching across India. This meant meat could be reliably delivered to Indian customers while competitors like New Zealand struggled with disruptions.
Table 1: Value of imported frozen and chilled lamb and mutton in India, 2022-2024, A$ (000s)
| Exporters | 2022 | 2023 | 2024 |
|---|---|---|---|
| World | 1,979 | 4,679 | 3,706 |
| Australia | 286 | 1,245 | 2,309 |
| New Zealand | 1,694 | 3,435 | 1,399 |
Source: Trade Map, International Trade Centre (2025)
Australian exporters supply 14 different cuts of lamb and mutton to meet the diverse needs of Indian chefs and consumers. This is in sharp contrast to just 2 to 3 from other nations.
Significant investments in supply chain development have also ensured freshness and reliability. Currently, 5 Australian producers are exporting to the market, with more interested each day. These producers are working closely with a growing number of Indian importers, and creating a stable and responsive market structure with substantial room to grow.
MasterChef Tarek Ibrahim shows hotel chefs and culinary students how to make an Aussie lamb roast.
Winning over Indian chefs and hotels, one roast at a time
India's premium hospitality sector - hotels, restaurants and cafes - has always been the biggest user of imported lamb and mutton. New Zealand had long held that space.
But Australia changed the game. With a focus on quality, clear messaging and better trade terms, Australia is now the preferred choice. Austrade has worked hand-in-hand with MLA to build trust by working with chefs, importers and food leaders.
In April 2025, MLA signed an MoU with the Indian Federation of Culinary Associations (IFCA). This partnership brings together chefs, students and Australian meat suppliers to jointly promote Australian lamb among Indian culinary professionals and the broader food service industry.
MasterChef Tarek Ibrahim led training for more than 180 chefs from top hotels such as Taj, ITC, Marriott, Hilton and Oberoi, and 80-plus students from India's best culinary schools. They also met with importers and hospitality leaders.
Over the past 6 months, Austrade and MLA have engaged with India's booming food and hospitality industry. The campaign used more than 10 media partnerships, including during the popular Indian Premier League, to reach over 28 million consumers.
Austrade and MLA continue to draw attention to Australia's advantages by leveraging cross-industry promotion platforms such as the Festival of Australia.
Learn more about exporting meat to India.
