Date:19/04/2005 URL: http://www.thehindubusinessline.com/2005/04/19/stories/2005041900640400.htm

Back Parry's plans to brand non-refined sugar

Ajita Shashidhar

Chennai , April 18

AFTER the rollout of its refined sugar brand, Parry's Pure, which targets the higher end of the market, E.I.D Parry is also planning to brand its regular non-refined sugar.

Speaking to Business Line, Mr P. Rama Babu, Managing Director, E.I.D Parry, said that the company is trying to improve its regular sugar by reducing the sulphur content and using better purification methods. "We are trying to offer better quality at the same cost."

He said that the product would be rolled out under a new brand name, which the company is yet to decide.

"Our research showed us that purity is a major issue with sugar and the average Indian housewife is becoming increasingly health conscious, therefore, we decided to bring in a revolution in our regular sugar."

The next few weeks would also see the rollout of refined sugar cubes under the Parry's Pure brand, which would be followed with the launch of sugar syrups and brown sugar within a year's time.

Parry's Pure refined sugar, which is currently available in Chennai, Bangalore and Pondicherry, would be extended to the smaller towns in Tamil Nadu and Karnataka in the coming months.

The brand will also be available in Andhra Pradesh and Kerala by the end of this year.

Mr Babu said that the company is planning to concentrate only on the southern markets for the time being.

"Sugar is a freight-sensitive product; therefore, it is not possible to roll out the brand in other parts of the country unless we set up production units in those places."

Also on the cards is a new TV campaign for Parry's Pure, which would go on air shortly. "Our brand would be positioned as clean, sulphur-free and free flowing," said Mr Babu.

The company, which sells 50 tonnes of refined sugar in the retail market, hopes to sell around 15,000 tonnes to 20,000 tonnes by the end of this year.