Pravin to expand

Condiments and spice blends maker Pravin Masalewale - an offshoot of the erstwhile Chrodia Group - plans to expand its presence in India.

The 40-year-old business, which has over 90 per cent share in the Pune market, is also in the process of using its research and development capabilities to develop products, which will suit the complex and geographically scattered Indian tastes and preferences.

Vishal Chordia, director (sales and marketing), Pravin Masalewale, told the media on Tuesday that the company would extend its distribution network in five states to start with. These will be Karnataka, Andhra, Madhya Pradesh, Rajasthan and Gujarat.

"We don't want to become a national brand in a hurry but will like to go step by step, ensuring adequate availability of our products in the markets which we enter," Chordia said.

He said the company was now focusing on the "regional" tastes and preferences to create niche products directed at a certain set of people. Citing examples of milk masala (demanded in Maharashtra), Vaygaon turmeric, coarse chilli powder or the `black masala', which the company has developed in the last few years, he said similar variants will be developed for different market segments.

The company will thus set up manufacturing facilities across the country to benefit from local procurement and producing suited to regional tastes under its own brand spectrum that includes Pravin, Ambari, Sarvam and Suhana.

Chordia said the company was also planning a Rs 5-crore expansion in Pune where it will add to its capacities at Yavat, Hadapsar and Shirwal. "While the capacity expansion will take a year or so, we have started contract manufacturing with a Guntur (Andhra)-based masala maker to meet the growing demand."

Chordia said the growing demand and extended presence in the country will raise the company's revenues from Rs 48 crore in 2005-06 to Rs 70 crore this year (2006-07).

The company has also started exporting to Africa, UK and West Asia to meet the demand from Indian population there.