Apart from premium and contemporary new packaging, it has extended its Sulphur-free process sugar across all markets in south. It is also focussed on strengthening e-commerce and expanding distribution and retail presence for its branded range across south. Suresh S, MD, EID Parry said, “The branded sugar market is less than 5% of the overall sugar market in India and there is tremendous headroom for growth and value-addition. We are aggressive in our retail plans and have been ramping up our distribution across south. We have seen a doubling of retails sales and distribution numbers in the last couple of years and would like to leverage this as we try to create and deliver superior value to our customers.”

Dwelling on the relaunch and transition to Sulphur-free process sugar, he said “We are one of the few companies in the sugar business who have put in concerted efforts in new products development on a large scale and we have seen results with Parry’s Amrit Brown Sugar and launch of Parry’s Amrit Powdered Jaggery. On institutional side, the BONsucro and IP certified sugars are highly sought after by our pharma and institutional customers. Our R&D is working to develop and put out more healthy range of products in the near future too.”

Balaji Prakash, SVP Sales & Marketing adds “Consumers today have realised the importance of health and safety and we recognise the need to take care of it we as a prominent player in the food space will ensure that the customers have enough choice from a wide range to suit their health needs without compromising on their taste buds or culinary needs.”