Sarada Group spreads its wings in eastern India

Bhubaneswar, Feb 13 | Updated: Feb 14 2007, 05:30am hrs
Sarada Group, a leading ayurvedic company in India, is expanding its network in eastern India as part of its strategy to have a pan-India presence.

The Maharashtra-based company, which has a strong presence in west, north and southern parts of the country, has entered into the eastern India market three months back. By now, Sarada Group has appointed 66 stockists in the region with one super-stockist each in Orissa, West Bengal, Bihar and Assam.

"We are expecting Rs 10-12 crore business from the eastern region next fiscal", Sandip Sinha, chief operating officer (COO) of the group, told FE .

Stating that the region has great potential for marketing of ayurvdic products, he said, "I would expect Orissa to generate Rs 12-crore business per annum in the next one and half years".

Sinha, who was here on Monday, said the Rs 150-crore group was currently undertaking a massive expansion of its existing plants at Anand in Gujarat and Nasik in Maharashtra as per the guidelines of the WHOGMP (World Health Organisation's good management practice). The WHOGMP compliance would enable the products a free access to markets world-wide, he added.

"The company will consider setting up a processing plant in Orissa in next one and half years if the turnover in the eastern region touches the expected level," Sinha said.

According to him, the group was expanding its Yogi brand product portfolio, and fruit juice in tetra packs would be introduced this summer. The recently-lunched Yogi Kanth Cool mouth freshener, Yogi Vita imli candy and Yogi Vita sharabat were doing well, he said.