Manitoba selects consulting firm Nueconomy as India trade rep

The Manitoba government has hired an India-based consulting firm to act as its new trade representative in the South Asia nation.

It will announce its choice of strategic consulting firm Nueconomy today.

The company — with offices in Delhi, Mumbai and Bangalore — has already begun working with the province. One of its directors attended Fi India, a food ingredients event, last week to promote Manitoba crops such as pulses, according to a company LinkedIn post.

Representatives from Nueconomy weren’t available for comment by print deadline Thursday.

Its work includes “helping governments compete for investment” and assisting in business growth, its LinkedIn profile says.

“They were well-positioned to help us diversify,” said Business Minister Jamie Moses.

The New Democrat government announced plans for an India trade office in May.

When asked why the Manitoba government chose a non-Manitoba representative, Moses pointed to the public request for proposal process. The application period closed in June.

The provincial government didn’t share the number of bids by print deadline.

“We were looking for someone who had a lot of experience working in market and working in India, so that they can already have that experience and ability to open doors,” Moses said. “That’s one of the things (Nueconomy) brought to the table.”

Nueconomy advertises a database of more than 49,000 companies. It’s promoted its work liaising with businesses at various tradeshows, such as an aerospace and defence manufacturing expo in April.

Moses declined to say which other governments have hired Nueconomy, deferring to the company.

Nueconomy will work with World Trade Centre Winnipeg and other entities in Manitoba’s business ecosystem, Moses said. The company will provide regular updates, he added.

He wouldn’t share details of benchmarks the government expects Nueconomy to hit. The province is hoping to use its market intelligence research to drum up business, he said.

Manitoba has allotted $150,000 for the India representative, Moses said. It’s a one-year contract with renewal potential for the following two years.

The government has circled India, in part, because of the country’s population, which exceeds 1.4 billion.

Moses highlighted agriculture, life sciences and manufacturing sectors as export growth areas in May. He wants export growth in general, he said.

Manitoba agri-food exports to India totalled $1.6 million between 2021 and 2025. Shipments grew by an average 78 per cent year-over-year, an August 2026 provincial government report says.

Manitoba’s top exports to India have been peas, peptones, oilseeds, and animal products and feed. The keystone province’s “strongest opportunity” for trade seems to be in pulses, the government’s 2026 agri-food report says.

Nueconomy’s contract comes as Ottawa encourages more trade with India. The feds have set a goal to double two-way trade to $70 billion per year by 2030.

India houses Manitoba’s second trade representative. The province launched a Washington, D.C., office in 2025.

The government faced criticism for the U.S. representative’s compensation package, which exceeds $479,000 annually.

Two more offices — in Mexico and Europe — are yet to be announced.

Manitoba has lagged behind other Canadian provinces in gaining international investment. Provinces such as Saskatchewan and Alberta have set up several trade offices (11 and 19, respectively).

Business groups — including Winnipeg Economic Development & Tourism and the Keystone Agricultural Producers — welcomed an India trade office when it was announced.

gabrielle.piche@winnipegfreepress.com