Dhampur Specialty Sugars is accelerating the expansion of its consumer-facing brand, Dhampur Green, driven by rising demand for natural and unrefined sweeteners such as jaggery, shakkar and khandsari. The company has recorded nearly 60 per cent year-on-year growth over the past few years, according to Shrey Gupta, Director, Dhampur Specialty Sugars.
The growth has been broad-based across channels, including general trade, modern trade, quick commerce and exports. Quick commerce, which was a marginal contributor four years ago, now accounts for around 15–20 per cent of Dhampur Green’s overall revenue.
“Quick commerce aligns well with our urban, health-conscious and convenience-driven consumers. We are actively scaling partnerships to deepen our presence across metros,” Gupta said.
Exports, though still a smaller part of the business, are gaining traction, particularly in markets such as the US, Canada and Australia. Demand from the Indian diaspora for traditional products like jaggery and khandsari is steadily increasing, the company said.
A key shift in the portfolio has been the transition from refined and specialty sugars used by bakeries and beverage companies to natural sweeteners for household consumption. Today, products such as gur, jaggery powder and shakkar are driving growth, alongside value-added offerings like spiced jaggery powders and infused honey blends.
While Tier 1 cities continue to contribute the bulk of sales, Tier 2 markets are emerging as the next growth engine. Packaged and vacuum-sealed jaggery, despite being priced at a premium to loose alternatives, is seeing growing acceptance in smaller cities, with some pilot markets delivering stronger-than-expected results.
To address logistics challenges arising from its North India-centric manufacturing footprint and low per-unit price points, the company is evaluating regional distribution and packaging hubs in western and southern India. This is expected to help optimize logistics, reduce lead times and localise select product lines.
Beyond sweeteners, Dhampur Green is expanding into adjacent healthier pantry categories, including salts and alternative grains, as it seeks to move away from commodity-led pricing. “Our focus is on traceability, sourcing and quality,” Gupta said.
Capacity expansion is currently being funded through internal accruals, with the company reinvesting profits. While no external capital has been raised so far, Dhampur Specialty Sugars may explore funding options if the current growth momentum sustains.