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May 31, 2002

INDIA: Rajshree Sugars to launch organic Demerara in South India

Rajshree Sugars and Chemicals (RSC) has revealed a move into organic branded sugar with the launch of a new Demerara Sugar product on the New Delhi market. The company expects to take the sugar into the South Indian market very soon, and said it is confident of building a strong brand for the product.

Rajshree Sugars and Chemicals (RSC) has revealed a move into organic branded sugar with the launch of a new Demerara Sugar product on the New Delhi market.

The company expects to take the sugar into the South Indian market very soon, and said it is confident of building a strong brand for the product.

“I want to create a brand image for RSC,” MD Rajshree Pathy told Business Line: “We are aiming to be an aggressive player in the FMCG (fast moving consumer goods) space.”

According to Pathy, the Demerara sugar currently available in India is caramelised and does not meet international standards. However, she said, RSC’s sugar is certified by the Central Food Technological Research Institute (CFTRI) and has a high sucrose content (94%), no sulphur dioxide and a higher mineral content.

RSCL is currently finalising a tie-up with a retail chain outlet in Tamil Nadu, for the marketing and distribution of the product, which will be available in both sachet and packet forms.

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