Desai Fruits to launch branded fruit drink

May set up food processing plant.

Navsari-based agro produce export company Desai Fruits and Vegetables Ltd., earlier known as Desai Cold Storage Ltd., is planning to launch its own brand of fruit drinks in the domestic market and also export the drink at a later stage. The company's processing plant is likely to come up near Navsari.

The company is one of the largest fruits and vegetables export companies of Gujarat in terms of export quantity. At present the company is only into exports of fresh fruits and vegetables and it exports to the US, European and West Asian countries as well as south Asian countries like Malaysia.

Ajit Desai, Chairman, Desai Fruits and Vegetables, told Business Standard, "At present our company is only into export market and we don't have any processing plant. However, looking at the potential of processed food market in and outside the country we are planning to set up a food processing plant. We will launch fresh fruit drinks in the domestic market. However, this will take time to materialise as we are at the moment focussed on the export business as well as contract farming."

Desai did not reveal the company's investment plans for the project. He, however, said that the processing plant will be located in or around Navsari district. Desai added that the company's product will be initially launched in the domestic market and at a later stage they will also export the fruit drink.

Desai has been doing contract farming in Bharuch district for the last one and a half years. His company has signed contracts with many agriculture co-operatives of the Navsari, Bharuch region and has been carrying out contract farming of banana, mango, chickoo, grapes and papaya.

Under the banana contract farming the farmers of Jhagadia taluka and Narmada belt in Bharuch district are cultivating banana in an area of 300 acres.

The farmers have agreed to supply them 25 to 30 containers of banana per month at Rs 90 per 20 kgs. Roughly a container consists of 19 tonnes of banana.

Ajit Desai talking about his export business said, "We export banana from Jhagadia to West Asian countries and in the European countries. We are looking at beating Philippines and Brazil in the exports of banana. We have exported around 70 MT of Alphonso and Kesar mangoes to the US this year. We have also exported other fruits like papaya, chickoo, grapes and banana. Total exports of fruits and vege-tables this year is around 1,200 MT to the US and countries like Malaysia, Japan, European and Gulf countries, Singapore and Germany."