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Roha gets ambitious to conquer world food colour market
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Saturday, 11 February, 2006, 08 : 00 AM [IST]
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Ketan Thakkar, Mumbai
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untries, offices in over six continents, manufacturing facilities and laboratories in 13 countries, Roha Dyechem is inching towards the coveted number one position in the world food colour market.
Currently in the process of reviving its position as a synthetic food colour manufacturer, Roha has spent millions of rupees in upgrading its plants. Today, Roha deals in the widest range of food colours with its entire production process being computer controlled with unique packaging process.
Established in 1974 by Ramakant Tibrewala, the company has spread its branches to all the metropolitan cities and major cities of the world over a period of time. They started exporting products in 1990 and since then they haven't looked back.
The products manufactured by Roha conform to UN Food & Agriculture Organisation requirements and regulatory requirements like FDA, EU, & WHO Specification, Kosher & Halal Certified products.
With an aim to reach out to the world as being a top manufacturer and supplier of food colourants, Roha hopes to draw a major crowd as exhibitors at the FI Asia 2006 meet to be held in China.
The company regularly participates in all the major events and expos. Through such expos and exhibition Roha Dyechem has been able to reach numerous customers in the past.
Speaking about Roha's participation in FI Asia 2006, Santosh Tulsian, the sales manager of Roha says, "We expect to reach as many customers as possible at a mega event like this. We want to exhibit Roha Dyechem as the world class producer of food colours."
Adding further he states, "It is a very good platform for different countries of the world to come together and showcase their talent. It enables the participants to meet new contacts and strengthen its current ties."
"The response has been very encouraging; in an event like this more than 300 to 400 companies participate. Even if you can secure 10 per cent of the contacts, you have done your job and Roha Dyechem has always been successful in getting 10 or more than 10 per cent of their contacts at such expo's," he added.
Being in the market for more than 30 years, Roha has recognised that the key factor for growth in the industry is nothing but 'quality'. Confirming which Tulsian says, "For us 'Quality' speaks, that is the sole reason why we are the leaders in food colours in India and abroad."
However he feels the quality prevailing in the industry is not up to the standards, there is still a lot to be done. Tulsian says, "Since it is food product, no manufacturer can take quality for granted. There are very few manufacturers who understand 'what is quality'. We are dealing in food ingredients, and they must understand the importance of quality and act accordingly."
Tulsian believed that regulatory framework to control ingredient market in the country is yet to be developed and is really affecting the sector. Says he, "It is observed that Lake colours are allowed for use in the pharma products whereas it's use is curtailed in food products. This has left the food product manufacturers clueless."
Tulsian believes there is a lot of scope available in the market today. The company has set up a strong marketing network, and in-house government recognised R&D centre, to tap into the huge potential market.
"We are number two in the world today. We aim to become number one by 2007 by keeping up the supply of excellent quality products."
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