|
|
|
You can get e-magazine links on WhatsApp. Click here
|
|
|
|
|
|
Indian Beverages launches novel Ash Gourd juice
|
|
Saturday, 16 October, 2010, 08 : 00 AM [IST]
|
|
MV Chandrashekar
|
Indian Beverages, a Bangalore based company, has introduced for the first time in the country a ready-to -drink vegetable juice from ash gourd. The product is sold under the brand name “Ve-la.”
The transfer of technology for the production of the juice was from Defence Food Research Laboratory (DFRL), Mysore. The product was manufactured at its facility in Peenya Industrial Area and the standardisation process was on for a period of 6 months.
According to Lakshmipathy, partner, Indian Beverages, Ve-la was introduced in the market during the Foodex exhibition in Bangalore. There was a good response for the ash gourd juice that was known for its health benefits.
Ash gourd is referred to as a “wonder” vegetable and is known to provide instant relief to acidity, weight reduction, and control of diabetes. It is recommended by ayurveda and homeopathy practitioners.
The company invested Rs 10 lakh for the production plant which is equipped with a blenching unit, steel tables, juicer, pasteurizer unit and pneumatic sealing machines.
Current production capacity is 2,000 bottles in 8 hours of 200ml size with a shelf-life of six to eight months. The packaging of poly propylene was recommended by DFRL There are no preservatives and the juice is pure with no addition of water.
Right now ash gourd is procured from the whole sale markets. But the company is keen to identify contract farmers to grow the ash gourd in organic farms.
Further, the company plans to increase the capacity to 5,000 bottles a day by October 2010, with an additional investment of Rs 3 lakh which will be used for procuring juicers. This would help to increase the extraction by 80 % as compared to the present 45 % said Lakshmipathy.
The cost of the 200ml bottle is Rs 15, in Bangalore the product is available in leading outlets.
Plans are afoot for distribution across the country in addition to catering for exports. There are enquiries from the Middle East. If the international orders come through, it will see the company invest Rs 20 lakh to augment the capacity to 2 lakh bottles a month, which it hopes to achieve by 2012.
Right now the company has plain ash gourd juice, plans are afoot for flavoured variations like mint and ginger for which research is underway. The company is also looking to develop bottle gourd, cucumber and carrot juices.
The scene in this sector is that even big players are looking at the vegetable juices sector going by the awareness of its benefits to prevent lifestyle disorders.
“The current consumer demand is high for health foods and drinks, which could create significant potential for sales for Indian Beverages,“ he said.
Notable players in the market include Dabur’s mixed vegetable/fruit juices which are in the ready-to-drink category among other international companies in the space.
|
|
|
|
|
|
|
|
|
|