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Our Bureau

Kochi , Dec. 16

THE public sector STCL Ltd and Kochi-based NeST Condiments Ltd have entered into an agreement under which the latter will market the `Flavourit' branded premium spices, procured, processed and packed by the former, both in Indian and international markets.

The agreement was signed here on Friday, before media persons, between Mr K.C. Ponnana, Managing Director of Bangalore-based STCL, and Mr N. Jehangir, Managing Director of NeST Condiments, in the presence of Mr C.J. Jose, Chairman, Spices Board.

Addressing a press conference after signing the agreement, they said the company would market the branded products in different Indian cities and abroad. NeST Condiments is being appointed as the sole distributor for the Flavourit brand of spices and spice products in the UK and Japan, Australia and West Asian countries. In India, it has been given the right to do the marketing in the cities of Kochi, Thiruvananthapuram, Kozhikode, Mumbai, Bangalore and Chennai.

Mr Jose said there would not be any competition between Flavourit and the products of NeST Condiments as the former is highly priced organic products targeting those consumers who can afford to buy.

Under the agreement, NeST Condiments will have to promote the sale of `Flavourit' branded spices in the assigned territories. The company is also required to advertise `Flavourit' in the format approved by STCL and the Spices Board in TV display units at the international and domestic terminals of Cochin International Airport and in similar units at other airports. The company is also forbidden to accept distributorship or agency for any other branded spices/spice products that would affect the business prospects of `Flavourit'.

The first ever branded premium Indian spices promoted and quality assured by the Spices Board is marketed by STCL. The appointment of NeST Condiments has been considered in view of the big marketing network the company has in domestic and overseas markets, especially in West Asia, Mr Ponnana said. The STCL, he said, would continue sale of Flavourit in territories assigned to NeST Condiments through its Web site.The Spices Board is currently in the process of devising a marketing strategy to promote spices and spices products, especially small cardamom, in West Asia. The Board has entrusted the task to a leading marketing consultant to work out the strategy, which is expected to be completed in four months, Mr Jose said. "It is hoped all these will work out in favour of `Flavourit'," he added.

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