Vitamin enriched eggs introduced

The company plans to introduce these eggs at more than 100 shops across wetsern Maharashtra through 15 different retail chains. The company has made some alternations in the feed to achieve these vitamin-enriched eggs, which have a red yolk instead of the typical yellow colour.

Speaking to Business Standard, Baramati Agro Deputy General Manager Rohit Pawar said, "The eggs would be marketed as food items that would help individuals make-up for vitamins, which they do not get through junk food. We have an exclusive tie-up with DSM Nutritional Products for India and hence, it would be difficult for others to copy our product."

The N'rich eggs would cost more than the normal variety of eggs as the production cost goes up by 20 per cent. A box of six eggs of these vitamins enriched eggs would cost Rs 26 as against Rs 18 for the normal branded eggs sold by the company. The N'rich egg will have 15 mg of vitamins per kilogramme, which is 16 per cent higher than the normal egg. The tase of the egg also changes a little and the yolk is of red colour, Pawar added.

"We have already joined hands with 15 retailers like More, Reliance to deliver this product. The product will be initially available in cities like Mumbai, Pune, Nashik, Nagpur, Ahmedabad, Kolkata and Goa," he stated. The company will initially sell 2,000 N'rich eggs everyday and the number would increase slowly as the demand goes up.