E.I.D.Parry expands branded sugar range with Parry Amrit

Creating a new category of branded sugar to expand its portfolio, E.I.D. Parry (India) Ltd will initially test its original cane sugar in two cities and then expand to other markets in south India, said a top company official.

"We will launch our Parry's Amrit - a 100 percent original cane sugar - first in Chennai and Bengaluru markets. By October we will have our new product in 2,500 retail outlets and by January 2016, expand across south India," managing director V.Ramesh told reporters here.

The cane sugar though brown in colour is not the brown or Demerara sugar that is sold in retail outlets, he said, adding the Demerara or brown sugar are normal white sugar coated with molasses.

On the other hand Parry's Amrit is made with a process that is different from the one used for making white sugar, he said.

"The cane juice is first cleaned of impurities and then passed through a fluidised bed dryer to evaporate the water leaving natural cane sugar. As it contains natural minerals (potassium, calcium, magnesium, phosphorous and iron), the sugar retains the original colour. Normal sugar gets its white colour due to refining process," Ramesh said.

He said the company has got enquires for the new product from institutional/bulk buyers as well.

Ramesh said the company had invested a substantial sum in developing the production process for its new product and also on the 5,000 ton per annum plant and machinery.

"We are planning to apply for patent for our production process," he said.

With lower sucrose content, the new product will be targeted at health conscious and health anxious (those who want to eat healthy food) people, Ramesh said.

According to him out of the 25 million tonnes of sugar consumed in India, nearly 65 percent is sourced by institutions/bulk buyers and only 35 percent goes to the retail market.

"Seven to eight percent of the sugar sales are accounted by the public distribution system (PDS). Less than five percent is sold as branded sugar and the balance is sold in loose," Ramesh said.

He said the company would come out with two more value added sugar products soon.