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Our Bureau

Bangalore , March 12

A LOCAL company has decided to market an oral rehydration solution as an instantly usable drink.

Juggat Pharma, a division of the Rs 50-crore Jagdale Industries, has introduced ORS-L, a lime-based drink enriched with electrolytes and Vitamin C.

Being a specific therapeutic solution, ORS-L would be distributed only through chemist stores, said Mr Nagaraja Rao R. Jagdale, Chairman.

Speaking to Business Line, he said that ORS-L - which has been developed by Juggat Pharma, its pharma division - will seek to tap the Rs 50-crore branded oral rehydration solutions market.

Electrol and a few other brands in concentrated powder form are the leading players in the market now.

Mr Jagdale said that the company plans to expand its reach to bulk purchasers like hospitals and health care centres.

ORS-L would also be packaged from the aseptic packaging unit located in Mysore, which has been packaging the company's flagship Bejois fruit juice brand.

Last year, the company had acquired the unit from Godrej. It has a monthly capacity of two lakh cases of 27 packs each.

Mr Jagdale said that with the combination of packaged fruit juices and ORS-L, the company's food division hopes to achieve a turnover of Rs 20 crore this year.

With the introduction of ORS-L and another health drink, LIVO-SL - a sugarcane-based juice targeted at persons with liver disorders - the company now plans to expand the portfolio of Indian pharmacopoeia based products soon.

Mr Jagdale said there was tremendous potential for packaging therapeutic solutions.

The group is also engaged in research on a few more products.

A well-diversified group, Jagdale Industries is engaged in the production of bulk drugs and formulations, besides ready-to-serve beverages, exports of canned and process foods and vanilla cultivation for exports.

More Stories on : New Products & Services | Healthcare Products | Beverages

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