India's Cranberry Craze: From Exotic Import to Everyday Superfruit

Hans India

29-05-2025

Bengaluru: Once regarded as a niche Western ingredient, cranberries have found a vibrant new identity in India's kitchens, wellness routines, and even social media feeds. From being an exotic health remedy tucked away on supermarket shelves to now headlining fusion biryanis, laddoos, and lassis, cranberries are swiftly becoming India's latest superfruit obsession.
This growing fascination is supported by hard data. According to figures from the Directorate General of Commercial Intelligence and Statistics (DGCIS), India's cranberry imports have witnessed a striking rise of 52.28% over the past two financial years—climbing from 2080 metric tons in FY 2021–22 to 3166 metric tons in FY 2023–24. The surge in US-origin cranberries is even more impressive, with imports growing by 61.85% during the same period, marking the United States as a leading contributor to India's cranberry boom.
Fueling this growth is a focused and strategic push by The Cranberry Institute, the body representing US cranberry growers worldwide. From trade collaborations and food festivals to influencer partnerships and chef-led innovations, the organisation has taken a dynamic approach to reposition cranberries as a daily-use, functional food ingredient rather than a once-in-a-while indulgence.
'India is a growth market for US Cranberries. We have seen tremendous demand for both dried cranberries and cranberry juice in India as more Indian consumers are discovering this amazing berry,' said Mr. Sumit Saran, In-Country Marketing Representative for The Cranberry Institute. 'Dried cranberries are not only being used as an anytime snack but also as an ingredient in various western and ethnic dishes. US cranberries are easily available both with retail dry fruit sellers and on e-commerce platforms,' he added.
What began as a health-focused curiosity—primarily for urinary tract relief—has now evolved into a mainstream dietary shift. Thanks to mounting clinical evidence around their antioxidant content, gut-friendly fibre, and heart-supporting polyphenols, cranberries have emerged as a powerful dietary supplement suited to the fast-paced, health-conscious Indian lifestyle. The Indian Express rightly noted their transition from niche import to 'superfruit status.'
But it isn't just the nutritional profile that's fueling their popularity. It's how seamlessly they adapt to Indian palates. The berry's sweet-tart complexity is showing up in everything from cranberry coconut laddoos to cranberry murabba. In South India, dried cranberries are being used as a creative substitute for tamarind in pulihora, adding a rich colour and a unique sour-sweet profile. In the north, they're bringing new flavour and texture to paneer tikkis. Even festive menus are giving traditional sweets a cranberry twist.
The professional culinary world has taken note too. Celebrity chefs like Manish Mehrotra have been championing cranberry-based dishes such as Cranberry Bhel Puri, praising the fruit for delivering "tang, crunch, and colour" in a single bite. Across India, high-end restaurants and premium caterers are beginning to feature cranberries in creative fusion dishes, with cranberry tasting menus and limited-edition desserts making appearances at seasonal food events.
Social media has played no small role in this transformation. The #CranberryLife has found its way into thousands of reels and posts across Instagram, YouTube, and TikTok. Influencers are showcasing everything from cranberry cocktails to meal-prepped biryanis, while nutritionists are demystifying their benefits in easy-to-understand formats. This visual, community-driven appeal is helping cranberries carve a niche in India's evolving food identity.
The shift is especially pronounced among millennial and Gen Z consumers, who are actively seeking out nutrient-dense, clean-label ingredients. In urban kitchens, dried cranberries now find their place alongside chia seeds and quinoa—sprinkled into smoothie bowls, protein oats, and trail mixes. As per data from Coherent Market Insights, the dried cranberry market in India is expected to grow at a CAGR of 10–15% between 2025 and 2032, an indicator of the fruit's staying power beyond trend cycles.
As summer temperatures soar, cranberries are also becoming a refreshing staple in Indian households. Recipes such as cranberry chutney, cranberry lassi, and cranberry-spiked salads are offering a cool, tangy reprieve while ticking all the boxes for health and taste.
From nutritional value to culinary versatility and rising consumer awareness, cranberries are no longer a foreign novelty. Backed by strategic promotion from The Cranberry Institute and strong demand signals from Indian consumers, the berry has planted firm roots in the Indian foodscape. The cranberry isn't just a trend—it's a testament to how global ingredients can thrive when they speak the language of local taste and wellness.