Mr. Jaap Brondijk, Director of Potato Processing at STET, Netherlands, undertook a nine-day trip to India, during which he visited the potato-producing states of Gujarat and Punjab. He was also a distinguished guest at the Technico Crop Day held in Idar, Gujarat. Technico is the STET partner in India. Having commenced his career in the potato industry in 1986, he is a recognized expert in potatoes. Furthermore, he played a crucial role, alongside Mr. Sachid Madan, in the introduction of the Santana variety to India.
Mr. Jaap provides his insights to IndianPotato.com regarding his perspective on potatoes in India, as detailed below. Read what Mr Jaap Said.
During my recent trip to India in March 2025, representing STET Holland, I’ve had the privilege of witnessing firsthand the dynamic changes unfolding within the Indian potato industry.
Connected since 2013 with Technico and visited many times the potato areas in India. My conversations and observations have solidified my optimistic outlook on its future, particularly as we look towards 2030 and beyond. It’s clear that India is on the cusp of a significant leap forward in its potato sector.
One of the most striking trends I’ve observed is the rapid professionalization of potato farming and handling. The enthusiasm for adopting modern technologies is palpable. I foresee a significant increase in the implementation of machinery and advanced agricultural techniques, including the use of drones and precise measurement tools. This eagerness to embrace innovation suggests that India’s potato sector is poised for a much faster evolution compared to what we’ve seen in other parts of the world.
A major catalyst for this transformation is the remarkable expansion of the potato processing industry. The growth in French fry and crisp production is truly impressive. From my understanding, this capacity is set to double in the coming years, which will undoubtedly translate to increased income opportunities for Indian potato farmers. This surge in processing capabilities will also position India as a formidable player in the international export market, ready to compete with major exporters like China, the United States, Canada, and Europe.
While the export market offers tremendous potential, I anticipate that Indian companies will eventually need to place a stronger emphasis on the domestic market and neighboring regions. Market saturation in exports is a natural progression, and increased competition, potentially from China, will further necessitate a robust domestic foundation. This competitive environment will likely lead to a consolidation within the industry, where the most efficient and adaptable players will thrive – what you might call the “Survival of the fittest”.
Beyond the processing sector, the fresh potato market is also undergoing a fascinating transformation. Consumers are increasingly seeking visually appealing potatoes with specific qualities tailored to their needs. This demand for “bright and shiny potatoes” and a greater variety in taste and cooking characteristics signals a shift away from traditional varieties. I believe that the introduction of new, diverse potato varieties, potentially from international breeders like STET Holland, will be crucial in catering to these evolving market segments.
At STET Holland, we are committed to contributing to this evolution. While Santana remains a strong benchmark for French fries in India, our aim is to introduce improved varieties with traits such as heat resistance, higher dry matter content, and shorter growing cycles suitable for the Indian climate. We are also focused on developing varieties with resistance to viruses and requiring less nitrogen. Our ongoing collaboration with PepsiCo is particularly exciting, as we are working exclusively on developing new varieties tailored for their processing needs in the Indian market. It’s important to remember that potato breeding is a long-term endeavor, often taking about ten years to bring a new variety to market. However, we are utilizing advanced techniques to expedite this process. We, together with our partners Technico & PepsiCo & several licensees of STET varieties are actively conducting trials across various regions in India to ensure that our new varieties perform well under local conditions.
Interestingly, I’ve also noted a growing appetite for processed potato products within the domestic market. Factors like the rise in dual-income households and increased disposable incomes in urban areas are driving this change. While there was a perception that fries were not always a healthy option, increasing awareness about proper preparation methods is shifting this view. I envision a future where potatoes, including fries, become a more common snack or convenient meal option in Indian households. Considering the sheer size of the Indian population, even a small increase in the consumption of such products represents a significant market opportunity. Moreover, potatoes align well with vegetarian diets and offer versatility in various Indian culinary preparations like aloo tikki and similar items.
Looking further ahead, I believe India has the potential to become a significant potato exporter to its neighboring countries, particularly Bangladesh. While certain geopolitical situations present complexities, the substantial and relatively untapped markets in Southeast Asia, such as Vietnam and Indonesia, also offer long-term prospects. However, given India’s vast population, maintaining a strong focus on the domestic market will remain paramount.
My trip to India in March 2025 has reinforced my conviction that the Indian potato industry is on a trajectory of significant growth and transformation. The combination of technological advancements, a thriving processing sector, evolving consumer preferences, and a growing global outlook paints a promising picture. While challenges exist, the energy and potential I’ve witnessed suggest a bright future for potatoes in India. I am excited to see STET Holland play a part in this journey, contributing with our innovative varieties & expertise ..
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