The Hindu Business Line : Bannari Amman to roll out `refined sugar'

BANNARI Amman Sugars is planning to roll out a premium brand `refined sugar' for the retail market. "The roll out can be expected within the next three months," Mr S.V. Balasubramaniam, Chairman, Bannari Amman Group, told Business Line.

Refined sugar production is not a new project for Bannari Amman Sugars, as the company has already been supplying this sugar, albeit in bulk to the user segment such as the pharmaceutical companies and confectionery industry. It is now intent on establishing a retail market.

The `Bannari' brand refined sugar is expected to be available off-shelf at select departmental stores soon. The company is targeting only the southern States of Karnataka, Tamil Nadu and Kerala.

Having set the trend in branding the `white sugar,' its foray into retail packing of the refined sugar is expected to be yet another `brand/image building exercise.' The company markets close to 1,000 bags of branded white sugar every month.

According to Mr Balasubramaniam, the daily production of refined sugar would be limited to 100 tonnes. The company is not envisaging to increase the production of refined sugar for now.

The refined sugar production takes place at its Sathyamangalam Unit.

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