The
Dhampur Sugar Mills Ltd.
The Dhampur
Sugar Mills Ltd. stands
for Sugar, Power, Chemicals, Project
Consultancy and Power co generation. It was established in 1933.
Since then DSM has travelled a long way from a crushing capacity
of TCD to 30,000 TCD. DSM sold sugar valued at Rs. 272 crores, comprising
about 76% of total sales of the company.
DSM has since
then crossed national boundaries to set up a mill in Nepal and successfully
completed a turnkey expansion cum modernization of the milling tandem
and boiling house of a sugar mill in the Caribbean.
Technology is
the key for growth and at DSM this has been achieved by in house equipment
design and manufacture, which was successfully debugged and installed.
DSM is one of the largest producer of sugar in India.
After adding
many firsts to its credits in technical innovation in sugar industry,
DSM has launched Dhampure, India's only sulphurless sugar. Dhampure is
produced at the Rouzagaon plant in Uttar Pradesh.
After four years
of continuous research and with an investment of 10 crores, DSM
perfected
this technique of manufacturing sulphurless sugar. Dhampure
products are double refined and sulphurless as no
chemical is used in the manufacturing
process.
About
Dhampure
Dhampure was
launched on January 16, 2001 in North India. The launch strategy
was to attain spread of this unique product - 'Dhampure' in North
India (Hindi speaking belt).
The product
was test launched in Delhi supported by launch conference and press
campaign to establish product differentiator. The retail activities
like shop promotions, sampling, Merchandizing drive and door
to door presentation acted as a valuable support for driving consumers to the
retail point. The campaign created waves among the target consumers
and
gave strength to the company's decision for wide spread availability
of the product.
The next step
was to launch this special sugar in U.P., Punjab, Haryana, Himachal
Pradesh, Chandigarh, Jammu and Kashmir. After sustaining the sales
and placement of this product in the above state for six months
DSM started exploring the prospects of further expansion in Eastern
and Western areas of the country. Now it has penetrated to these
parts as well.
DSM
has launched Dhampure and established its placements in Rajasthan, West
Bengal (Calcutta and 24 Pargana), North East (Siliguri), Bhutan.
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