New Delhi-based General Sales Agent (GSA) Zeal Global Services has been awarded a contract by South African Airways Cargo (SAA Cargo), the airfreight division of South African Airways, as its GSA for the Indian market. This strategic move signifies a broader commitment by SAA Cargo to strengthen its footprint across key Asian trade lanes, with India identified as a pivotal market in the airline’s post-pandemic recovery strategy.
India continues to represent one of the most dynamic and high-growth freight corridors for South Africa. With over 6,000 tonnes of cargo transported annually from India to South Africa – primarily pharmaceuticals, textiles, and automotive components – Johannesburg remains the principal gateway, accounting for the majority of inbound shipments. In contrast, exports from South Africa to India remain modest by comparison, highlighting a noticeable trade imbalance between the two nations. While detailed figures on outbound airfreight volumes to India are less publicised, market estimates suggest that South African exports to India via airfreight represent a fraction of the 6,000-tonne inbound figure, signalling untapped potential and a compelling rationale for capacity development and trade promotion on the return leg.
SAA Cargo’s appointment of Zeal Global Services comes as part of a broader initiative to revitalise its commercial airfreight network in Asia, following the pandemic-induced operational reset. Zeal Global, established in 2014, brings deep-rooted expertise and a robust operational footprint across major Indian cities. The firm has a track record of managing cargo GSA operations. The GSA currently operates its own freighter services through its affiliate, Pradhan Air Cargo, between India and Dubai. This experience positions Zeal as a valuable conduit for expanding SAA Cargo’s reach in the Indian subcontinent.
Nipun Anand, director at Zeal Global, underscored the significance of this partnership, noting that the alignment of strategic vision and operational agility between the two entities is likely to unlock new trade flows. “This collaboration is poised to enhance market access and airfreight connectivity between India and South Africa. It fits seamlessly into our growth narrative while supporting SAA Cargo’s renewed focus on Asia,” Anand stated.
Keke Mokwena, Cargo Manager at SAA, echoed this sentiment, describing Zeal Global’s enthusiasm and commitment as critical factors in the decision. “Their deep knowledge of the Indian market, proactive customer engagement, and expansive network make them an ideal partner. We see strong prospects for growth and reciprocal trade,” Mokwena said.
Strategically important region
The significance of the broader Asian market to SAA Cargo cannot be overstated. Asia has emerged as one of the airline’s most strategically important regions, accounting for a growing share of high-value, time-sensitive airfreight. The recent resumption of the airline’s Perth, Australia route further underscores SAA’s ambition to re-establish and expand its eastward corridors, positioning Johannesburg as a vital hub linking Africa with key Asian and Australasian markets.
Over the years, SAA Cargo has cultivated a number of successful offline partnerships across Asia, collaborating with regional GSAs and interline partners to maintain cargo flow even in the absence of direct flights. While exact numbers vary by year and market conditions, the airline has consistently maintained at least four to six active partnerships in major Asian logistics hubs, including Hong Kong, Singapore, Bangkok and Kuala Lumpur. These partnerships have enabled SAA to sustain cargo operations, ensure market presence, and meet customer demand despite the logistical challenges posed by route suspensions during the COVID-19 pandemic.
In terms of export destinations within Asia, Hong Kong has traditionally ranked as one of the most important for SAA Cargo, serving as a high-volume transit and consumption point for South African perishables, wines, and mining-related machinery. Compared to India, Hong Kong’s airfreight import demand from South Africa has historically been more balanced, owing to the strong appetite for premium South African agricultural and industrial goods. However, the long-term potential of the Indian market is now seen as equally – if not more -compelling, due to its rapidly expanding pharmaceutical industry, automotive supply chains, and growing middle class driving consumption of imported goods.
Exponential growth prospects
What distinguishes India from other Asian markets is the sheer scale of opportunity in both directions. While Hong Kong and Southeast Asia may serve as consistent and mature destinations for SAA Cargo, India offers the prospect of exponential growth, particularly if bilateral trade initiatives and logistics efficiencies continue to improve. The cargo imbalance, in which India exports over 6,000 tonnes to South Africa while South African exports remain comparatively low, highlights the urgent need for proactive market development on the outbound leg.
This new GSA agreement with Zeal Global is designed not merely as a transactional partnership, but as a catalyst for correcting that imbalance. With Zeal’s expertise in managing high-growth markets, SAA Cargo aims to develop new customer bases, enhance schedule reliability through interline cooperation and offer tailored solutions to Indian shippers. Strategic synergies are expected in sectors such as perishables, mining equipment, and wine exports, all of which are highly relevant to Indian consumers and industries.
Looking forward, SAA Cargo’s broader Asia strategy will likely include increased digitalisation of booking and tracking systems, integration with multimodal logistics providers, and the resumption or introduction of additional direct routes depending on demand. As African economies continue to expand and intra-BRICS trade grows in significance, partnerships such as this one with Zeal Global will be instrumental in positioning SAA Cargo as a critical enabler of global trade between Africa and Asia.
In conclusion, the appointment of Zeal Global Services as GSA for India marks a significant milestone in SAA Cargo’s resurgence. With a strong commitment to the Indian market, a history of strategic success across Asia, and a clear roadmap for addressing existing trade imbalances, SAA Cargo can strengthen its role as a trusted bridge between South Africa and the Asian continent.
