Exotic Ladakh berry launched in juice packs

Mythically believed to be the Sanjivani Buti from the Ramayana, Seabuckthorn berry "" found only in the snow capped mystical hills of Leh - Ladakh where human feet rarely dare to step, is now available in the next-door market, in tetra packs of 200 ml and one litre, thanks to DRDO and Ladakh Foods Ltd.

There are two areas globally where Seabuckthorn is available in abundant. One in India which belongs to the defense and the DRDO. This area is accessible only three months of the year "" June, July and August.

China however also has a similar area on the other side of the Himalayan where the berry is found in plenty. The size of processed Seabuckthorn berry market there however is a large Rs 300 crore segment.

Ladakh Foods Ltd, a joint venture company with SAC and NAKED has entered into a tie-up for 15 years with DRDO for accessing the region and collecting the berries which is found in plenty as natural plants in the region.

"It is an exclusive tie up with DRDO and only Ladakh Foods can collect the berries, which is plucked during these three months and stored at minus 4 degree centigrade for processing throughout the year," explained Jay Kaman, general manager sales and marketing.

"The berry is a thorny shrub that contains high amount of vitamin-C, along with Vitamin A, B1, B2, E and K. It also contains over 100 essential nutrients good for human growth process. DRDO has in fact spent around seven years researching on the berries and has discovered that these berries can be put to large number of uses. These include over the counter medicines, juices, jelly, and cosmetics for skin," explained Kumar.

Consumption of the berry also help maintain energy levels, promotes healthy respiratory track, fights skin damages and reduces cholesterol levels.

Ladakh Foods Ltd which was likely to recorded a Rs 12 crore turnover has targeted a Rs 100 crore sales figure three years from now. The company has also tied-up for 10 years with Godrej Foodproducts where the processed berries are packaged in tetrapacks.

The company has also launched variants of Seabuckthorn juice "" Peach-App and fruit mix. It is in the process of launching tea from its leaves, and some 40 cosmetic products. The military department has also entered into an agreement with the company whereby it will purchase 20 per cent of its products every year.