Avesta Good Earth, the consumer foods division of Avesthagen, plans to launch value-added oats-based products to broaden its functional food range in India. | |
| According to Ganesh K Sreenivas, vice-president sales and marketing, Avesta Good Earth, |
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| "The company by introducing muesli bars and crackers has been able to enter major metros and a few tier I cities. Now after stabilising production and sales, we are planning to launch vale-added oats based products to expand the market." |
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| "As a step towards it, the company plans to launch two products "" toasted oats with honey-dates and toasted oats with coco-raisen shortly," he added. |
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| Since the launch of muesli bars and crackers early this year, the company has been able to touch 54 cities, 10,000 retail outlets and has set a target of Rs 15 crore turnover by the end of this fiscal. |
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| Presently, the Indian breakfast cereal market is valued around Rs 200 crore. |
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| Avesta Good Earth by investing Rs 25 crore is setting up a manufacturing plant in Hyderabad. When the plant is commissioned in 2008, we would be in a position to produce and package more products, he said. |
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| The company presently manufactures its products at the erstwhile Good Earth plant, which has a capacity of 75 tonnes each of muesli bars and muesli, located on Bannerghata road in Bangalore. |
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| To introduce and market functional food range in Bangalore, Chennai, Hyderabad, New Delhi and Mumbai, Avesta Good Earth has tied up with Havas Sports to sponsor junior tennis 'Good Earth Super Series'. |
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| Announcing the Bangalore leg of the Good Earth Super Series here on Monday, veteran tennis player Vijay Amritraj said the series is the first long-term initiative started with the intention of creating better and higher quality competition in junior tennis in the country. |
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| As in the other cities, the Good Earth Super Series has involved 100 schools in the city to promote tennis and healthy eating habits. |
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| The programme is to culminate with Good Earth Fungama on November 24 at the KSLTA tennis stadium. |
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