Sunpure forays into packaged jaggery market

Sunpure, South India’s largest edible oil brand, announced its foray into a new product category – packaged jaggery. Sunpure Jaggery Powder and Sunpure Jaggery Block (available in 500g packs) have been launched in Bengaluru and Mumbai as a part of the company’s vision to become India's favorite food brand that advocates chemical & preservative-free healthy living. The company will introduce the new products to all its existing markets across Karnataka, Maharashtra, Kerala, Andhra Pradesh, Telangana, Goa, and Tamil Nadu over the next month.

MK Agrotech, the parent company of Sunpure, is a Karnataka-based organization known for bringing together the best of technology and tradition in the food space. The company has ambitious plans to become a Pan-India FMCG brand that empowers Indian consumers to embrace healthy living. Given that Indian consumers are becoming increasingly health conscious and looking to replace refined, white sugar in their diets with a healthier alternative, the company decided to venture into the new segment with Sunpure Jaggery.

As per market reports, the packaged jaggery market in India touched INR 55.6 billion in 2022. By 2028, it is expected to reach INR 122.1 billion, exhibiting a growth rate (CAGR) of 14.1% during the five years. Sunpure aims to clock a revenue of INR 120 crores per annum in the segment. In Mumbai, the products have been launched under Riso Jaggery powder and Riso Jaggery block. In February this year, Sunpure acquired Riso, a premium edible oil brand in Maharashtra, to strengthen its position in the Western market.

Commenting on the product launch, Sridhar Vaidyanathan, chief operating officer, MK Agrotech, said, “India is one of the leading exporters of jaggery in the world, and the domestic market for packaged jaggery is ripe for disruption. With mounting health concerns due to the growing incidence of diabetes, heart diseases, and obesity-related issues, more and more Indian consumers today are replacing white sugar with jaggery, an unrefined natural sweetener made from sugarcane juice. What’s more, jaggery also offers numerous nutritional benefits, making it a healthy addition to the household pantry staples.”

“Unlike traditional jaggery sold in open markets or other packaged jaggery products available in the market, Sunpure Jaggery’s USP is that it is produced using traditional methods with skilled manpower in hygienic conditions, and without the use of any harmful chemicals, artificial colors, or commonly used preservatives. You may notice that Sunpure Jaggery is darker in color due to the absence of bleaching agents; it is 100% natural and safe,” added Mannan Khan, Director, MK Agrotech

Jaggery is a good source of iron and antioxidants. It also contains calcium, magnesium, potassium, and phosphorus, among other nutrients. Sunpure Jaggery is packed conveniently in powder and block form to store and transport it easily.

As an ISO 22000:2018 certified company, Sunpure has stringent quality checks to guarantee that all its products adhere to the highest hygiene and safety standards. Currently, the company’s range of products include Sunpure Sunflower oil, Sunpure Filtered Groundnut Oil, Sunpure Rice Bran Health, Sunpure Palmpure (imported refined palm olein oil), Sunpure Mustard Oil, Sunpure Sugar (refined via a sulfur-free process), Sunpure Vanaspati, Sunpure swaad, Sunpure Red Chilli Powder, Sunpure Turmeric Powder, Sunpure Coriander Powder, and Sunpure Multigrain Atta.

Sunpure Jaggery Powder (500g) and Sunpure Jaggery Block (500g) are priced at INR 80.