Sunpure, the Karnataka-based edible oil brand, has expanded its product line with the introduction of packaged jaggery. The company aims to position itself as a pan-India FMCG brand promoting chemical- and preservative-free healthy living. Recognizing the increasing health consciousness among Indian consumers and their inclination towards healthier alternatives to refined white sugar, Sunpure has launched Sunpure Jaggery Powder and Sunpure Jaggery Block in Bengaluru and Mumbai.
MK Agrotech, the owner of Sunpure, stated that the new jaggery products are part of the company’s strategy to advocate for healthier living. Sunpure plans to introduce these products in existing markets across Karnataka, Maharashtra, Kerala, Andhra Pradesh, Telangana, Goa, and Tamil Nadu over the next month.
The packaged jaggery market in India reached approximately Rs 5500 crore in 2022 and is expected to grow to Rs 10,200 crore by 2028, with a compound annual growth rate (CAGR) of 14.1% during the five-year period. Sunpure aims to achieve annual revenue of Rs 120 crore in the jaggery segment.
In Mumbai, the jaggery products have been launched under the brand names Riso Jaggery Powder and Riso Jaggery Block. Sunpure had earlier acquired Riso, a premium edible oil brand in Maharashtra, in February this year to strengthen its presence in the Western market.
Sridhar Vaidyanathan, Chief Operating Officer of MK Agrotech, highlighted the potential for disruption in the domestic market for packaged jaggery. With growing health concerns, including diabetes, heart diseases, and obesity-related issues, Indian consumers are increasingly opting for jaggery as a natural sweetener made from sugarcane juice. Sunpure Jaggery differentiates itself by being produced using traditional methods, employing skilled manpower in hygienic conditions, and avoiding harmful chemicals, artificial colours, or common preservatives. The jaggery is darker in colour due to the absence of bleaching agents, ensuring it is 100% natural and safe, according to Mannan Khan, Director at MK Agrotech.