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Amrutanjan plans to enter energy drinks, RTE food biz
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Wednesday, 09 March, 2011, 08 : 00 AM [IST]
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Our Bureau, Mumbai
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Amrutanjan Healthcare Ltd, a 117-year-olsd company known for its eponymous pain management products in the OTC pharma space, is planning to diversify into energy and health drinks and ready-to-eat (RTE) food segments, according to S Sambhu Prasad, CEO and MD of the company.
As a first step in this direction, the company last week acquired a beverages company, Siva’s Soft Drink Pvt. Ltd for a consideration of Rs 26 crore. Siva’s is the owner of the fruit-based soft drink brand Rejoice with a turnover of Rs 16 crore. “Our intention is to use the Fruitnik brand as a platform to launch our energy and health drinks that are in the development stage with us,” he said.
Besides, Amrutanjan is planning to launch a range of readt-to-eat agro foods including sambhar rice, carrot halwa and dhal, packed in retort pouches under the brand “Kitchen Delights” for the domestic and export markets. According to Prasad these products are to be sourced from Chandigarh-based Punjab Agro Industries.
Amrutanjan is presently in the pain management, cough and cold, health and home care categories with 13 products and over 40 SKUs (stock keeping units). The company is also expected to expand its product portfolio by getting into complementary products such as sanitary napkins in the women’s hygiene products category and handwash liquid in the homecare segment.
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