EID Parry launches branded sugar

Chennai: The city-based EID Parry India Limited has entered the branded sugar segment with its Parry''s Pure Refined Sugar. The one-kilogram pack comes in two forms - a pearl pet jar and in a packet. While the packet is priced at Rs23.50 the jar is priced at Rs29.

Part of the Murgappa group, the company is initially targeting the household segment before it expands its focus to institutional segment.

According to managing director, P Rama Babu, the company is getting into the branded segment in a major way. "Thirty per cent of our product portfolio will consist of branded items."

Over a period of time, the company plans to launch several value-added sugar products. The branded sugar is made at the company''s Nellikuppam factory, one of the country''s oldest sugar plants.