Simbhaoli Sugars draws up IMFL strategy

Simbhaoli Sugars Ltd (SSL) has embarked on a strategy for marketing of its Indian Made Foreign Liquor (IMFL) brands in the fast-growing spirits market.

The company has nine brands of rum, whisky and gin, mostly sold in UP, West Bengal, Uttaranchal, Punjab, Rajasthan and North eastern states. The company sells '7 Night Rum and Whisky' and 'Club Ten Rum' is quite popular in Punjab and other states.

SSL Executive Director G S C Rao said here today (in connection with the inauguration of the Chilwaria sugar factory in Bahriach district) the company produced more than 40,000 cases of IMFL. Of this about 25,000 cases are sold in UP.

He said the company also produced over 1.5 million bulk litres of country-made liquor, which is sold mostly in the state.

"We have drawn up aggressive marketing plans to take head-on the popular brands of IMFL in the country,'' he said, refusing to reveal the strategy.

Talking about the ethanol production of the company, Rao said ethanol production in three units would be 180 kilolitres a day (KLD), besides 30 KLD for potable purposes, including IMFL and country liquor. SSL has set up a 60 KLD ethanol plant at the Chilwaria unit.

"Now SSL has become one of the largest producers of ethanol in the country with a total capacity of 150 KLD, which is expected to go up to 180KLD after the installation of the ethanol unit at the Brijnathpur sugar mill in Ghaziabad by March," he said.

The ethanol plant at Chilwaria cost around Rs 25 crore and was completed in nine months.