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Branded pulses being launched by

Adani Wilmar, Lakshmi Energy Foods

WATCH

By Madhvi Sally, ET Bureau | Updated: Jan 25, 2012, 01.24 PM IST

Post a Com m ent

READ MORE ON Tata | Pulses | Lakshmi Energy Foods | Gujarat | Branded | Adani Wilmar

After Tata's it is now Adani Wilmar, Lakshmi Energy Foods which will be launching varieties of

WATCH NOW
Restrictions Apply

branded pulses / dals on a pan India basis. Pulses are a rich source of protein and an integral part
of an Indian meal. The sector is in the novice stage with a strong presence of regional players who
are also on an expansion spree.
Pulses consumption in India is currently about 17.5 million tonne annually, of which, negligible
quantity of pulses are sold in branded form. Further,small quantity is sold by Kirana stores and
modern trade as their in-store brands.
"We see big future in branding of all commodities . Just as we have witnessed consumption of

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edible oil in branded form, we anticipate a similar conversion from purchase of loose unbranded
pulsesto branded form," said Adani Wilmar, MD,
Pranav Adani.
The company will be launching the brand in
north India,selling under the Jubilee brand name.
Moong, Masoor, Arhar, Urad, Chana and Rajma
pulses (including both whole and split variants)
that cumulatively comprise over 80% of the
market would be initially launched.
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Eventually the company plan to extend the

portfolio to include besan and other value added
products. As per industry source Adani is planning to invest Rs 100 crore for the processing unit
with a capacity to mill 600 tonnes per day at either Kolkata or Kanpur.

SPOTLIGHT
Tata-M istry spat

Similarly, leading basmati player from Punjab ,Lakshmi Overseas Industries Ltd will be investing

Service
Viewpoint
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50 croreconundrum
to set up a pulse processing
mill of 200 TPD at Khamanon near Ludhiana.

"India is the largest producer,consumer and importer of pulses . The regional players limit
themselves to one or two types of pulses in their portfolio leaving a huge scope for a national
player to enter and revolutionize the way the industry works," said Lakshmi Overseas Industries
Ltd, MD, Balbir Singh Uppal.
In December 2010, Tata Chemicals launched popular varieties of pulses - chana, toor, urad and
moong (including whole green moong and green chilka) under the i-Shakti Dals.Working along with
farmers the company targeted to increase production of pulses in India and help bridge the existing
gap between demand and supply of pulses in the country.

Tata Sons now seeks to oust

Cyrus Mistry from board

Service
charge advisory will
What Donald Trump holds for
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"We are providing consumer un-polished pulses with low moisture content ensuring speedy
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Removal of Cyrus Mistry will sever Mistry

familys direct involvement in the board
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cooking and increased shelf life of 6 months," said Tata Chemicals, consumer products business,

miracle of greatness to unfold.

seen wasting the court's tim

I spent time handling Ratan Tatas

demands: Mistry
Tata Sons asks Mistry to return
confidential documents

'HowEstablished
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In northern India the major pulses brand were Rajdhani, Mangat Ram Dal Mills, in Eastern India Taj
agro international, Daily were popular whereas Lakshmi, Angur and Rantio were popular varieties
of Western India.
Nandi brand and Shree Gold brand of the Kaleesuwari Refinery Pvt Ltd were household name in
South India. Central Indian pulse brand included Hasty Tasty, Swach and Mani.
Processing over 65 tpd pulses , Gujarat based Patel Chaturbhai Ranchhodbhai & Co, is the
market leader in pigeon peas (tur dal/arhar dal) in the state selling under the brand name of Angur.
Most
Read

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Shared

"We see an annual growth of 10% to 15% and are expanding our capacity," said the company's

Most
Commented

partner, Piyush Ratilal Patel.He added that the company was only focusing on selling pigeon peas

I-T dept ropes in experts from Big Four to unearth

black money
Service charge: Dont eat if you dont want to pay,
says restaurants body
HDFC cuts home loan rates by up to 0.45%; home
loan rate up to Rs 75 lakh now at 8.7%
GMR, Tata Realty, Hiranandani pulls out of Navi
Mumbai airport bid

and were not expanding the portfolio. The company is selling the branded pulse in retail outlets of
Reliance, Big Bazaar, Star Bazaar, Dmart and others.
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