Sunpure Unveils Packaged Jaggery Lineup, Introducing Sunpure Jaggery Powder and Sunpure Jaggery Block in 500g Packs. This initiative aligns with the company’s strategic goal to position itself as India’s top food brand, prioritizing chemical and preservative-free healthy lifestyles. The initial launch covers Bengaluru and Mumbai, with a planned expansion to encompass markets across Karnataka, Maharashtra, Kerala, Andhra Pradesh, Telangana, Goa, and Tamil Nadu within the next month.
MK Agrotech, the parent company of Sunpure, hails from Karnataka and is recognized for seamlessly blending technology and tradition in the food industry. With aspirations to evolve into a Pan-India FMCG brand promoting healthy living, the company seized the opportunity to cater to the health-conscious Indian consumer. Recognizing the shift in consumer preferences towards healthier alternatives, Sunpure decided to venture into packaged jaggery, aiming to tap into the growing market demand.
As per market reports, the packaged jaggery market in India reached Rs 55.6 billion in 2022 and is anticipated to soar to Rs 122.1 billion by 2028, exhibiting a robust growth rate of 14.1 percent over the five years. Sunpure sets an ambitious target of achieving an annual revenue of Rs 120 crore in this segment. In Mumbai, the newly launched products fall under the Riso Jaggery powder and Riso Jaggery block brands, a strategic move following Sunpure’s acquisition of Riso, a premium edible oil brand in Maharashtra earlier this year.
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 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 percent natural and safe,” added Mannan Khan, Director, MK Agrotech
Notably, jaggery is recognized as a good source of iron and antioxidants, containing essential nutrients such as calcium, magnesium, potassium, and phosphorus. Sunpure packages its jaggery conveniently in powder and block forms for easy storage and transportation. As an ISO 22000:2018 certified company, Sunpure ensures rigorous quality checks to uphold the highest standards of hygiene and safety across its diverse product range. Currently offering a range of products, including edible oils, sugar, spices, and multigrain atta, Sunpure continues to diversify its offerings while maintaining a commitment to quality and health consciousness in the Indian retail market.
