Morocco Emerges as Target’s New Sourcing Hub Amid US-India Trade Tensions

Morocco, which is currently subject to a rate set at 10% by the Trump administration, appears to be a preferred supplier for Target. This American company is looking for other sources of supply after finding itself in difficulty due to the 50% surcharge on Indian exports set by the Trump administration. Its Indian subsidiary, Target Sourcing Service India Private Limited, is largely dependent on India for its supplies.

"The American retail giant Target is bearing the brunt of the trade battle between the Trump administration and the Indian government of Narendra Modi. The company, led by Brian Cornell, has been prospecting in Morocco for its supply since this summer. A delegation led by Don Liu’s teams, in charge of the legal and compliance aspects, and by Jill Sando, the purchasing manager, thus visited the kingdom at the end of June," reports the Africaintelligence website.

The Ministry of Employment, sector federation officials such as the President of the National Federation of the Agri-Food Industry (Fenagri), Abdelmounim El Eulj, and the Director of the Moroccan Association of Textile and Clothing Industries (Amith), Mohamed Belghali, have received the executives of the multinational. The discussions focused on sectors such as agri-food and textiles. The discussions essentially revolved around the compliance of Moroccan products with very stringent legislation, especially with regard to workers’ trade union rights, the absolute prohibition of child labor and the guarantee of product traceability.

After this visit, another delegation from Target is expected in Morocco this month of October. The next visit will be an opportunity for the multinational to forge partnerships with economic players under the supervision of the Moroccan employers’ organization. The American distribution giant achieved an effective turnover of $100 billion in revenue in 2024.