Sunpure, South India’s largest edible oil brand, has announced its foray into a new product category with the introduction of packaged jaggery. The newly launched Sunpure Jaggery Powder and Sunpure Jaggery Block in Bengaluru and Mumbai mark a significant step in the company’s vision to become India’s favorite food brand, championing chemical- and preservative-free healthy living. In the coming month, these innovative products will be made available across all existing markets in Karnataka, Maharashtra, Kerala, Andhra Pradesh, Telangana, Goa, and Tamil Nadu.
MK Agrotech, the umbrella organization overseeing Sunpure, is a Karnataka-based entity renowned for amalgamating cutting-edge technology with traditional practices in the food industry. With lofty aspirations, the company aims to evolve into a nationwide FMCG brand, fostering a culture of healthy living among Indian consumers. Recognizing the growing health consciousness among Indian consumers, who are actively seeking healthier alternatives to refined white sugar in their diets, the company strategically chose to explore this new segment with the introduction of Sunpure Jaggery.
According to market reports, the packaged jaggery market in India achieved a valuation of INR 55.6 billion in 2022. Projections indicate that by 2028, it is anticipated to soar to INR 122.1 billion, demonstrating a robust compound annual growth rate (CAGR) of 14.1% over the next five years. Sunpure has set its sights on achieving an annual revenue of INR 120 crores in this segment. In Mumbai, the products are introduced under the names Riso Jaggery Powder and Riso Jaggery Block. Notably, Sunpure expanded its market presence in the Western region by acquiring Riso, a premium edible oil brand in Maharashtra, in February of this year.
Commenting on the product launch, Sridhar Vaidyanathan, chief operating officer, MK Agrotech, said, “India is one of the leading exporters of jaggery in the world, and the domestic market for packaged jaggery is ripe for disruption. With mounting health concerns due to the growing incidence of diabetes, heart diseases, and obesity-related issues, more and more Indian consumers today are replacing white sugar with jaggery, an unrefined natural sweetener made from sugarcane juice. What’s more, jaggery also offers numerous nutritional benefits, making it a healthy addition to the household pantry staples.”
“Unlike traditional jaggery sold in open markets or other packaged jaggery products available in the market, Sunpure Jaggery’s USP is that it is produced using traditional methods with skilled manpower in hygienic conditions, and without the use of any harmful chemicals, artificial colors, or commonly used preservatives. You may notice that Sunpure Jaggery is darker in color due to the absence of bleaching agents; it is 100% natural and safe,” added Mannan Khan, Director, MK Agrotech
Jaggery serves as a beneficial source of iron and antioxidants, while also providing essential nutrients such as calcium, magnesium, potassium, and phosphorus. Sunpure Jaggery is thoughtfully packaged in both powder and block forms for convenient storage and easy transportation.
As a company certified under ISO 22000:2018, Sunpure implements rigorous quality checks to ensure that all its products adhere to the highest standards of hygiene and safety. The current product range encompasses Sunpure Sunflower Oil, Sunpure Filtered Groundnut Oil, Sunpure Rice Bran Health, Sunpure Palmpure, Sunpure Mustard Oil, Sunpure Sugar, Sunpure Vanaspati, Sunpure Swaad, Sunpure Red Chilli Powder, Sunpure Turmeric Powder, Sunpure Coriander Powder, and Sunpure Multigrain Atta.
The cost of Sunpure Jaggery Powder and Sunpure Jaggery Block is set at INR 80.
