SIL to venture into biscuits business

Seabuckthorn Indage Limited (SIL), a subsidary of the Indage group, is in talks with Hyderabad- and Punjab-based companies for manufacturing biscuits for the company on contract basis.

The company also announced the launch of their range of Leh Berry juices and nectars in Punjab. A range of fresh juices and nectars under the brand name Leh Berry include eight juice variants like seabuckthorn, pineapple, apple, apple peach, mixed fruit, orange, blackcurrant, mango and guava.

Speaking to Business Standard, M S Dhanota, president of Seabuckthorn Indage Ltd said the company had earlier test marketed some of the flavours in Chandigarh and some parts of Punjab.

"After receiving overwhelming response, we decided to launch the entire range in all parts of Punjab and Chandigarh. Now our juices and nectars will be available from Leh to Kanyakumari. Our company feels that Punjab is a huge potential market. Leh Berry juices are nutritious as well as delicious, and we are sure that the variety of flavours will find appeal with the masses."

Explaining about the Seabuckthorn fruit, Dhanota said it was hailed as the king of vitamin C, as it is the richest source of Vitamin C in the world.

"A glass of Leh Berry contains almost 16 times Vitamin C than that in orange juice. It has the natural goodness of over 100 nutrients, 8 vitamins, 24 minerals, 18 amino acids, primary anti-oxidants, carotenoids, flavonoids and essential bioactive substances vital for growth and body functions. The Seabuckthorn market is ever growing with the present global prospect of Rs 5000 crores. China is the market leader and our group is already aiming at Rs 1,000 crores mark in the next couple of years.''

The Indage Group, with an annual turnover of Rs 600 crores is known by its major enterprises in the field of wines and champagnes. Champagne Indage Limited has brands like Chantilli, Riviera, Ivy and Marquee De-Pompadour, while Indage Hotels Limited has brands like Athena and Nandos under their belt.

Seabuckthorn Indage Limited was incorporated in August 2005. The company is also planning to set up integrated manufacturing-cum-research and development facility with the latest state-of-the-art technology at Baddi in Himachal Pradesh with an investment of Rs 25 crores.

"Right now we don't have any plans to set up any manufacturing unit in Punjab," he added.

Further adding he said the company planned to launch each of the seabuckthorn products through the shop-to-shop concept, where retailers would be brought in as marketing partners, thus bringing the whole family of consumers, retailers and manufacturers together.

"Market of juices, nectars and fruit-based drinks in India is growing by almost 50 to 55 per cent for the last three years and has a market size of Rs 800 crore. Our company plans to capture 10 per cent of this industry in the next one year," he said.