Sunpure, South India’s largest edible oil brand, is expanding its portfolio with the launch of its new ready-to-mix sweet range, marking a significant milestone in its evolution into a trusted food brand. Building on the success of its edible oil legacy and recent venture into the spices and blended spices market, Sunpure is now introducing its Gulab Jamun Instant Mix to bring convenience and authenticity to consumers who love traditional Indian sweets but seek ease and speed in their preparation.
The brand aims to capture a significant share of the growing Rs. 3,600 crore ready-to-mix sweets market in India, which is expected to grow at a steady pace due to an increasing demand for convenience foods that offer traditional tastes with modern-day ease. By the end of 2025, Sunpure plans to have its Gulab Jamun Mix available in 20,000 outlets across India, with an initial focus on Karnataka. The company will then expand its footprint into key markets such as Tamil Nadu, Andhra Pradesh, Telangana, and Maharashtra, aiming for 10% market penetration in the first two years.
The new product range includes two exciting variants: Gulab Jamun Instant Mix and Kesar Badam Gulab Jamun Instant Mix, both of which offer an easy-to-make, preservative-free sweet treat for any celebration. The Gulab Jamun Instant Mix is made with high-quality ingredients and contains no artificial flavors, colors, or hydrogenated fats. Similarly, the Kesar Badam Gulab Jamun variant brings an added touch of luxury with the goodness of natural saffron and almonds, providing an extra layer of flavour and richness.
Commenting on this strategic expansion, Sridhar Vaidyanathan, Chief Operating Officer, MK Agrotech, Sunpure’s parent company, said, “The ready-to-mix food segment in India is experiencing robust growth, with a projected compound annual growth rate (CAGR) of around 15% from 2023 to 2028. Within this expanding market, ready-to-mix sweets, such as Gulab Jamun and other traditional treats, currently make up about 20-25% of the total category. With India’s growing middle class and shifting consumer preferences for healthier, preservative-free options, we see significant potential for continued growth in this segment.”
“Our foray into the ready-to-mix sweets category is a natural progression in line with Sunpure’s vision to evolve from being a leader in edible oils to becoming a trusted, all-encompassing food brand. The increasing demand for quick, high-quality, and healthy food options inspired us to develop products that offer consumers the joy of traditional sweets without compromising on quality or nutrition. We are committed to bringing convenience and purity into every product we introduce.”, he added.
Sunpure’s ready-to-mix sweet offerings stand out in the market for their superior ingredients and health-conscious formulation, being free from preservatives, hydrogenated fats, and artificial additives. Staying true to its commitment to high-quality food, the mixes are crafted using the same stringent processes applied to Sunpure’s edible oils and spices. Backed by extensive R&D, the product development involved comprehensive market studies, multiple stages of feasibility and sensory evaluations, and rigorous regulatory checks. Strict quality standards were enforced for raw materials and packaging, with continuous testing to ensure exceptional hygiene, taste, and shelf life.
In the coming months, Sunpure plans to launch more products under its ready-to-mix and other food categories, further reinforcing its commitment to enhancing the lives of consumers with high-quality, convenient, and healthy food solutions. Sunpure’s Gulab Jamun Instant Mix (120g) and Kesar Badam Gulab Jamun Instant Mix (90g) are priced at INR 99 each, making them an affordable yet premium option for consumers.
