Dhampur Specialty Sugars is scaling up its consumer-facing brand Dhampur Green as rising preference for natural and unrefined sweeteners fuels strong momentum across domestic and international markets. The company has recorded close to 60 percent year-on-year growth over the past few years, driven largely by products such as jaggery, khandsari and unrefined cane sugar, according to company leadership.
Shrey Gupta, Director at Dhampur Specialty Sugars, said demand has strengthened across channels including general trade, modern retail, quick commerce and exports. What was once a negligible channel has become a meaningful contributor, with quick commerce now accounting for around 15 to 20 percent of overall revenue. The company’s sales are currently spread almost evenly between general trade, modern trade and quick commerce, reflecting a diversified go-to-market strategy.
Urban, health-aware consumers seeking cleaner labels and convenience have emerged as the core audience for Dhampur Green. The brand has steadily expanded its presence across major cities and is deepening partnerships with quick commerce platforms to improve visibility and reach. Exports, though still a smaller part of the business, are gaining traction in markets such as the United States, Canada and Australia, supported by growing demand from the Indian diaspora for traditional sweeteners.
The company’s product mix has evolved significantly. While specialty sugars for bakeries and beverages once dominated the portfolio, natural sweeteners now lead growth. Value-added formats including spiced jaggery powders and infused honey blends are seeing increased acceptance. Tier one cities remain the largest contributors, but pilot launches in tier two markets have delivered encouraging results despite premium pricing.
To support expansion, Dhampur Green is reviewing regional distribution and packaging hubs to address logistics challenges linked to its North India-centric manufacturing base. The brand is also entering adjacent pantry categories such as salts and alternative grains, positioning itself around quality, traceability and sourcing rather than price competition. Capacity expansion is being funded through internal accruals, with the company open to evaluating external capital if growth continues at its current pace.
