Edible oil brand Sunpure forays into packaged jaggery market

Sunpure has 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.

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 one month.

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 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.”

Mannan Khan, Director, MK Agrotech, said, “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 colours, or commonly used preservatives. You may notice that Sunpure Jaggery is darker in colour due to the absence of bleaching agents; it is 100% natural and safe.”

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