The Hindu Business Line : Wipro set to enter sweeteners market

Hyderabad March 9 Repositioning sweeteners as a wellness product and not just as a substitute for sugar, Wipro Consumer Care and Lighting (WCCLG), the FMCG arm of Wipro Ltd, has announced its foray into this segment here on Friday.

Announcing the test-marketing initiative here, Mr Nagender Arya, General Manager (New Business Development) of WCCLG, said the company would leverage its extensive reach of about 1.2 million shops across the country to wrest a significant market share in the nascent Rs 75-crore market for sweeteners.

Available in 100-tablet and 300-tablet packs, the product is made of the USFDA (United States Food and Drugs Authority) approved molecule `Aspartame'. One tablet of Wipro's Sweet `n Healthy is equal in taste to one teaspoon of sugar.

"But it contains just two per cent of the calories," he said.

After test marketing in Hyderabad, the product would be rolled out nationally in phases.

Mr Arya said the acceptance for sweeteners would increase with more people becoming calorie conscious. The number of diabetics is also growing fast, making India the capital of diabetes in the world, he added.

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