27 March, 2018
Ajinomoto- the Japanese food processing and seasoning company is tapping social and digital media to create awareness about safe consumption of its popular monosodium glutamate (MSG) seasoning product aji-no-moto in India. The Indian subsidiary of Japan-headquartered Company currently imports aji-no-moto from its Thailand factory which mainly serves to the South East Asian countries.
This is a part to enhance the demand of Ajinomoto in Indian market and the company would adopt various methodologies towards addressing consumers on safety. Through the social media, the company would launch series of cookery videos and shows on Indian recipes besides an awareness campaign, said Ajinomoto India, Marketing Manager, Govind Biswas.
The Thailand factory produces 64,000 tonnes of aji-no-moto per year which also serves the Indian market. Ajinomoto Group formally launched the Indian subsidiary in 2003 which retails a range of products including aji-no-moto, specific menu seasoning mix Hapima, Blendy-3 in 1 Masala Chai or coffee mix. Indian market for MSG was about 10,500 tonne per year and 90 per cent of the market was served from Chinese local brands.
Aji-no-moto was consumed in over 130 countries, he said, adding in India the company has presence in Tamil Nadu, Telangana, Andhra Pradesh, Kerala, Karnataka, Maharashtra, New Delhi, Mizoram and West Bengal. Aji-no-moto currently has about 44,000 outlets in Tamil Nadu and plans to offer Blendy in 22,000 outlets by next year.
Food Safety and Standards Authority of India has certified Aji-no-moto while US Food and Drug Administration has given MSG as “generally recognised as safe”.
The usage of MSG was to enhance taste, increase deliciousness of the food. The Glutamate gives sense of ‘enough feel’ to consumers avoiding excess eating. Also it is a fact that consumers having high blood pressure are advised to restrict or resist consuming sodium normally contained in common salt. Usage of MSG reduces 35 per cent of sodium in-take, without compromising on the palatability of the foods. aji-no-moto MSG can also be produced by using corn, wheat, rice and sugar beet (apart from Tapioca starch and sugarcane molasses).