eCargo Holdings Limited announced its Asia exclusive partnership with UK-based Wellness and CBD marketplace Mellow UK (‘mellow’) to distribute and market their brand partners throughout Asia. The agreement involves founding the ‘mellow asia’ joint venture (JV) between the two companies and gives eCargo the opportunity to distribute and sell products for mellow’s brand partners in Asia, leveraging its’ expertise to help brands enter and grow into new markets. The global CBD & Hemp wellness market is growing rapidly – forecast to reach USD 18 billion in 2025 – with Asia increasingly representing a sizable portion of the market as regulations adapt to the categories, and more brands enter the region. By partnering with mellow and forming mellow asia, eCargo can take advantage of this future market growth. mellow brand launches will be anchored around presences in Hong Kong and South East Asia through eCommerce and offline channels, before extending into India and Japan through partnerships with marketplaces such as Flipkart, TataCliq and Rakuten in 2022.