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Divya Trivedi

Ahmedabad, Aug. 4 Dalmia Continental Pvt Ltd, known for its Leonardo brand of olive oils, plans to bring three products of the North American food brand Grace Kennedy to India by October.

Dalmia, which already sells Grace’s coconut water in major retail stores, would launch Grace Tropical Rhythms’ juices in six fruity flavours, Grace Hot Sauces in three flavours and Grace Coconut Milk.

The company will import the products and distribute them through retail chains such as Spencer’s, Reliance and Food Bazaar. An investment of Rs 2 crore has been earmarked to market the Grace brand in India over the next three years, said Mr V.N. Dalmia, Chairman.

“We will formally launch Grace Coconut Water and the other products through a series of events with celebrity endorsements in the third and fourth quarters of this financial year. Once the brand is known through retail chains, we will tap the mom-and-pop stores in big cities and subsequently, small towns, to sell the products,” he said.

The company does not see Coke or Pepsi as competitors, but local coconut vendors at street corners. “You do not see them at every street corner and our packaged water will be available readily at shops. The consciousness and acceptance level of the drink is already there; it is more a question of putting the drink on the shelves, where there is a good lift-off,” he said. The coconut water is available in 330 ml and 520 ml packs of Rs 46 and Rs 65 respectively.

The Rs 60-crore Dalmia Continental expects the Grace brand to contribute up to five per cent to its total revenues in the second year of operations. Mr Dalmia said though Grace will be an important brand for the group, Leonardo Olive Oil would remain the flagship brand of the company. The company will be launching Leonardo Gold extra virgin olive oil in the next two months. Clausthaler beer, Hudson Canola Oil and Leonardo Hazelnuts are the other products from the company’s stable.

The $3-billion Dalmia Group also has interests in publishing, cement, textiles, cigarettes and hospitality among other things.

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