Rising Demand for Japanese Sauces in India: A Surge in Imports Driven by Pan-Asian Cuisine Trends

The demand for Japanese sauces in India has been steadily increasing, driven by the rising popularity of Pan-Asian cuisine (over 750 of Pan-Asian restaurants in India in 2024) and a growing interest in international flavors among Indian consumers. According to TradeMap data, sauces and condiments from Japan have seen a notable surge in import value, reaching USD 900,000 in 2023, an 11.94% year-on-year (YoY) increase. Compared to 2019, when the import value of Japanese sauces was USD 309,000, it has nearly tripled due to strong demand from the hospitality and tourism industry.

Figure 1: India’s Import Value for Sauces 2019-2023

Source: Tridge, TradeMap

The growing demand for premium Japanese sauces in India is evident as suppliers like Kaijin Trading Co., Ltd. cater to upscale markets with products such as Usukuchi-shoyu (light soy sauce) and Miso Saikyo (soybean paste). Known for their authentic flavor profiles and traditional brewing methods, these products are priced significantly higher than their local counterparts, with Miso Saikyo fetching USD 9.41/kg, according to Tridge Transaction Data Service. Such pricing reflects their premium positioning, targeting high-end hotels and restaurants where chefs prioritize quality and authenticity in Pan-Asian and Japanese cuisine.

Japanese sauces generally have significantly higher unit pricing than other suppliers in India, emphasizing their premium nature. For example, while typical soy sauce imports may cost USD 1 to 2 per kilogram (kg), Japanese soy sauce variants are priced at USD 4/kg, reflecting their high-qualityand clean-label attributes.

Based on Tridge data, one of the notable importers of Kaijin Trading Co products is The Indian Hotels Company (IHCL). IHCL demonstrates market leadership, according to Stock Note report, with an extensive portfolio of 263 hotels across brands like Taj, SeleQtions, Vivanta, Ginger, and amã Stays & Trails, catering to diverse market segments. Holding an 11.6% market share in India by inventory and a presence in over 125 cities, IHCL is South Asia's largest hospitality-focused enterprise. IHCL not only dominates South Asia's hospitality business but also provides a broad gastronomic experience, including authentic Japanese cuisine at its luxury hotels. Many of IHCL's hotels, particularly those under the Taj brand, include specialty Japanese restaurants that provide high-quality sushi, sashimi, and distinctive dishes such as tempura and teppanyaki. These restaurants focus on high-quality ingredients, like imported Japanese sauces and condiments, reflecting the increasing demand for Japanese cuisine among luxury hotel visitors in India.

Figure 2: HIGASHIMARU USUKUCHI SHOYU Light Colour Soy Sauce

Source: Amazon

Another example is Kikkoman Dark Soy Sauce 900 grams, available on Amazon India at USD 4.88 ( ₹410). While this price point may be considered slightly higher than some local brands, Kikkoman's reputation for quality and the absence of added preservatives or monosodium glutamate (MSG) may justify the premium pricing for many consumers. Overall, it is positioned as a quality product within the soy sauce market in India.

Kikkoman Dark Soy Sauce has garnered an average rating of 4.1 out of 5 stars on Amazon, with most reviews being quite favorable. Nevertheless, some customers raised concerns about its production in India by Del Monte rather than in Japan.

Despite noticing differences in taste and composition, such as higher sugar content and lower saltiness compared to the Japanese version, consumers ultimately found the flavor appealing, particularly with fried rice and eggs. Other reviews highlight the sauce's good taste and quality, though some note it is slightly more expensive than local alternatives. The refill pouch option also received praise for being cost-effective and environmentally friendly.

Figure 3: Kikkoman Dark Soy Sauce

Source: Amazon

Japanese sauce suppliers try to precisely match the tastes of Indian consumers who like deeper colors in their dishes, which is especially important for Chinese and Pan-Asian cuisines prevalent in India. Adapting to local market consumer preferences and constant innovations and supporting the local economy may be a successful strategy for Kikkoman soy sauce products in India. While there is a growing interest in exploring Japanese sauces, many consumers still prefer the bolder flavors of Chinese sauce. Japanese sauces are frequently seen as more delicate, which may conflict with the robust flavors familiar in Indian-Chinese cuisine.

Nevertheless, these Japanese sauce suppliers benefit from India's increasing interest in gourmet cooking and authentic Asian flavors. Japanese sauce makers tap into the broader trend of health-conscious and quality-focused consumers by focusing on clean-label, natural products with no preservatives. The import of these sauces by companies like The Indian Hotels Company highlights the growing demand for Japanese ingredients in India's hospitality and fine dining sectors, further cementing Japan's position as a critical supplier of premium sauces in this evolving market.