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Ceylon biscuits to launch its own brand 'Munchee' in India
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Saturday, 29 July, 2006, 08 : 00 AM [IST]
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Our Bureau, New Delhi
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as big plans to make foray into Indian biscuit market under its brand 'Munchee'. The company has given up its plan to acquire the Bakeman's brand name. It had earlier bid for Bakeman's brand last year, on its purchase of the Indian biscuit company's plant at Patiala for Rs 13 crore.
The Bakeman's brand is currently embroiled in long-drawn legal battle. According to sources, there are huge complications around the brand as it is hypothecated to banks. This probably reason why Ceylon Biscuits has opted out and is focussing on what it has already acquired.
The chairman of Ceylon Biscuits Mineka P Wickramasingha said, "The case remains under litigation and we believe it best to let go off the idea and build our own brand."
The company has been selling imported biscuits and cookies in south, now wants to formally launch its brand Munchee in India. It will also use the Indian facility to feed the export market.
"There are some variants made in India that are not made in Sri Lanka such as Glucose and Coconut Cookies. We are negotiating for a 500t export order to West Asia and logistics favour exports from India," said Wickramsingha.
While Wickramsingha declined to divulge details, he confirmed that the company was committed to making more investments in cash and equipment to beef up operations in the Patiala plant. Ceylon biscuits, is soon expected to develop a wide product portfolio for the Indian market.
"We have already dispatched required equipment and would launch several new products in India by year end," he added.
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