BRICS India’s Expanding Footprint in Northeast Trade

In a Business conversation with Tae Hwan Lim, Managing Director of Brics India Trade Pvt. Ltd, shared insights into how his company is weaving cross-cultural threads between Korea and Northeast India through trade in food, cosmetics, and consumer goods.

BRICS India was established in October 2009, following Lim's 12-year stint in the Indian construction industry. His personal journey from infrastructure development to cross-border commerce reflects a broader shift where personal interest, cultural exchange, and economic opportunity intersect.

“After working in a construction company in India for over a decade, I decided to begin my own trading business,” said Lim. “Today, BRICS India focuses mainly on Korean food products. We import and supply Korean goods, especially foodstuff, to various parts of India.”

At the core of BRICS India’s current success is the growing popularity of Samyang Buldak, a spicy Korean instant noodle that has found strong demand in India's Northeast. According to Lim, he currently handles the distribution of Samyang products across seven northeastern states.

“This region has shown strong interest,” he said. “We already have two active distributors in the Northeast, and they also attended the recent trade fair here.”

Beyond noodles, BRICS India is introducing other Korean staples such as seafood and seaweed, riding the wave of popularity around Korean cuisine in India.
BRICS India is not only tapping into the consumer demand for Korean products but also exploring the Northeast’s potential as a strategic trade corridor. The region’s proximity to Southeast Asia, growing urban markets, and a rising youth population make it an ideal location for Korean brands.

“In addition to food, we’re now exploring K-beauty Korean cosmetics are gaining popularity in India, and I see strong potential here in the Northeast,” said Lim.

“The region is receptive to new trends, and that makes it an exciting market.”

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While Lim remains cautious about speaking on direct investments, he expressed optimism about the Northeast’s economic landscape. Having visited Guwahati over 15 times, he shares a personal connection to the region, rooted in past construction projects involving refinery infrastructure.

“Investment is a complex matter, but I truly believe there’s a lot of potential here,” he added. “From my experience, the people are welcoming, and the region is full of opportunity.”

As Korean cultural influence continues to grow globally powered by K-pop, K-drama, K-beauty, and K-food entrepreneurs like Tae Hwan Lim are finding meaningful ways to channel that momentum into sustainable business ventures in India. For BRICS India, Northeast India is not just a market it's a partner in the broader journey of cultural and commercial exchange.