Murugappa Group company EID Parry India, on Monday, announced that it would introduce a new branded sugar Amrit, described as 100 per cent natural cane sugar, as part of its strategy to boost retail sugar sales with value-added products in the fledgling branded sugar market.
Amrit, the company’s fourth branded sugar, is manufactured through a process which is completely different from how normal white sugar is made, according to the company. The product will be sold in a half kilogram pack, priced at Rs.30.
Though the sugar has a brown tinge, it is different from most of the other brown sugars available in the market as it doesn’t use molasses.
“Parrys Amrit conforms to all food safety standards and is fully hygienic,” V.Ramesh, Managing Director of the company said. “It has 10 per cent lower calories than a normal white sugar, retains natural nutrients of potassium, calcium, magnesium and phosphorous and iron.”
Amrit, which will be formally released on September 18, will initially be sold in Chennai and Bangalore and become available across India by January.
Though the retail segment accounts for a very small share (5 per cent) of overall sugar sales in the country, changing lifestyles are expected to spur branded sugar sales in the coming years. For EID Parry, retail accounts for two per cent of its sales.
“While everyone is competing on price, we have decided to focus on differentiated sugar-related offerings to boost our share in the segment. Two more new products are in the pipeline this year,” he added.