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The company will introduce the new products to all its existing markets across Karnataka, Maharashtra, Kerala, Andhra Pradesh, Telangana, Goa and Tamil Nadu over the next month
Sunpure, an edible oil brand announced its foray into a new product category – packaged jaggery. Sunpure Jaggery Powder and Sunpure Jaggery Block (available in 500g packs) have been launched in Bengaluru and Mumbai, as a part of the company’s vision to become India’s favourite food brand that advocates chemical & preservative-free healthy living. The company will introduce the new products to all its existing markets across Karnataka, Maharashtra, Kerala, Andhra Pradesh, Telangana, Goa and Tamil Nadu over the next month.
MK Agrotech, the parent company of Sunpure, is a Karnataka-based organisation known for bringing together the best of technology and tradition in the food space. The company has ambitious plans to become a Pan-India FMCG brand that empowers Indian consumers to embrace healthy living. Given that Indian consumers are becoming increasingly health conscious and looking to replace refined, white sugar in their diets with a healthier alternative, the company decided to venture into the new segment with Sunpure Jaggery.
Sunpure aims to clock a revenue of Rs 120 crores per annum in the segment. In Mumbai, the products have been launched under Riso Jaggery powder and Riso Jaggery block. In February this year, Sunpure acquired Riso, a premium edible oil brand in Maharashtra to strengthen its position in the Western market.