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Swiss Hero Jams launched in India

The $ 900 million Swiss food and beverages major Hero Group has strategically geared itself to enter India.

It has launched the world famous Hero Jams through its sole distribution partners Rai and Sons Private Limited.

Hero jams were launched at the Swiss embassy in New Delhi on September 7.

James Kfouri, general manager, Asia-Pacific region for Hero, said, ''We have identified India as a potential market as we foresee an emerging trend for such premium products and hope to capitalise on the same.''

Kfouri further said, ''We do not have immediate plans to set up a manufacturing facilitiy in India. It will depend on the volume of demand from this region.''

He said with a high fruit content of at least 45 to 50 per cent, no artificial preservatives or colouring, and an absence of synthetic pectin (the stabilizing agent), Hero Jams have a ''fresh approach'' which is the hallmark of a natural taste and high quality.

Currently, the jams will be available in a range of five different flavours. The full range of 23 flavours will be introduced after impact of sales of available flavours is assessed, Kfouri added.

Rai and Sons director Lakshman Rai said, ''With a market size of Rs 800 million and growth rate of about 18 per cent in the jam segment, we are confident that Hero Jams would be able to cater to the changing tastes of the Indian consumers. With our existing distribution network of over 2,500 outlets in the metros alone, we are fully geared to bring Switzerland's best to Indian consumers in a short span of time.''

Rai said, "We also plan to import bakery and confectionery products and processed vegetables from renowned companies in the world for distribution in India."

The Rs 500 million Rai and Sons group of companies has major interests in diesel generator set business. It has also successfully marketed the internationally known Swiss-made Ricola herbal lozenges and Italian chocoate major Ferraro's Tic Tac. The company plans to add more international brands to its existing basket of world famous products.

Hero has its presence in 51 countries across the world. The United States, Japan and European countries are some of the major markets of Hero products. Driven by the level of success in these markets, Hero is exploring new markets like South America, Australia and India.

Hero Jam is a leading fruit product in the consumer food and drinks segment of the Hero Group. The group also has a baking aids and industrial products division.

UNI

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