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Creative Aromatics expands business in India, ascertains presence in Africa
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Friday, 16 July, 2010, 08 : 00 AM [IST]
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MV Chandrashekar, Bangalore
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Creative Aromatics (Specialities) Pvt. Ltd, manufacturers of flavours and aromatic compounds, is now looking for expansion in the bakery segment.
The company which has been catering to the bakery, confectionery, soft drinks, pharmaceutical and liquor industry for the last 20 years, has a full-fledged facility at the Yeshwantpur Industrial suburb in Bangalore.
Speaking to F&B News, K. Dwarakinatha, Director of Creative Aromatics, said that they were manufacturing flavours like vanilla, orange, pineapple, strawberry, chocolate, butter scotch and others which are being used by the larger bakery houses and even the smaller bakeries. The smaller ones use around 1 litre while the bigger ones use around 4 to 5 litres in the products. These flavours are used in bakery products, dairy products, biscuits and cookies.
According to Dwarakinatha, there was a growing demand for these flavours, Bangalore alone boasted of about 4,000 bakeries.
The company supplies across India through marketing agents in Tamil Nadu, Andhra Pradesh, Sahibabad, Kolkata and Ankaleshwar in Gujarat.
It has been exporting to African countries like Ghana, Uganda and Malawi and generating revenues of Rs 1 crore annually. While in the domestic market the company transacted business worth Rs 5 crore per annum.
The confectionery, biscuits, snack foods industries have been using the flavours.
There are around eight 8 players in this segment in Bangalore including global and local players like Givaudar and Cargill.
Creative is ranked fourth in the segment and has been growing annually at 20 % said Dwarakinatha.
The size of the flavours market in India is worth Rs 2,000 crore and it's growing at 10 % New products of the company are spray dried flavours in powdered form which can be used in the soft drinks sector. Right now the marketing is being done on contract basis from small companies.
“Once the product’s market picks up, we are looking to infuse investment of around Rs 50 lakh over the next 2 years through internal accruals to manufacture the product at our existing facility, “said Dwarakinatha.
While 50% of the chemicals required for manufacturing of these flavours are available in India itself the other 50% needs to be imported from France especially chemicals like ethyl butyrate and vanilyn.
The facility has mixing vessels among other equipment and can produce about 1 lakh litre of flavours per year. The plant expansion could help to double the capacity to 2 lakh litres by next year.
Key customer for the flavours and aromatic compounds are Nilgiris in Bangalore, Priya Biscuits(Kolkata), Vinay Bakery (Kumbakonam), a number of bakeries in Ulhasnagar which is at a distance of 60 km from Mumbai.
The fastest moving flavours are vanilla, pineapple and orange, and account for a shelf life of around two years.
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