Piramal Enterprises has inked a pact with Merisant India to distribute the company's artificial table-top sweetener brand, Equal, in the country.
Piramal Enterprises has partnered with Merisant India for an exclusive sales and distribution partnership in the country for its artificial table-top sweetener Equal, Piramal Enterprises said in a statement.
The deal enables Merisant, a Chicago-based global market leader in table-top sweeteners, to tap into Piramal Enterprises' strong distribution network in India, it said.
"Backed by India's largest field force (1,000 plus), we are delighted to partner with Merisant to offer seamless distribution of Equal in India," Piramal Enterprises President & COO (Consumer Products Division) Kedar Rajadnye said.
The company aims to increase Equal's reach across the target markets to four times from its current levels within the first year, he added.
"Equal enjoys a strong brand presence, and this alliance promises to combine strengths of both companies for the sole benefit of our consumers," Rajadnye said.
Piramal Enterprises' consumer products division will exclusively distribute Equal across leading chemists and general stores in the country, the company said.
