The Hindu Business Line : E.I.D. Parry to retail branded sugar

E.I.D. Parry has launched Parry's Pure Refined Sugar.According to the Managing Director, Mr P. Rama Babu, the company will increasingly look at branding and value addition of sugar, which has till now been looked at as a commodity. Branded and value added sugars, a wide range of which are possible, are tied to the company's future.

Thanks to branding "there is so much excitement in this business," he said. The company is looking at a wide range of value-added products. For instance, there are more than 20 types of value-added sugars each contributing to a different niche. Refined sugar, breakfast sugar, icing sugar, castor sugar, and cubes are just a few of these, he said.

The company will get into many of these types. It is in technical collaboration with a clutch of market leaders internationally, and can source the technology from them.

Parry's Refined Sugar is 99.9 per cent pure, free flowing and free of impurities and sediments. It will be available in pouch packs of Rs 23.50 a kg and in PET bottles at Rs 29.

It will be available in cubes and stick packs also. The launch in Chennai will be followed up with its entry into major towns in the South.

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