Gautam Goel, Director,
DSM talking to the press.
Financial Express
25 May 2001
Dhampur Launches sulphur-free sugar
FE Newsline Bureau
Chandigarh, May 24
DHAMPURE
Sugar announced the launch of sulphurless sugar the first of its kind
in the city today.
The sugar distinguishes itself by being
the only sugar in India in which no sulphur is used in the manufacturing
process.
The doubly-refined sugar will be marketed
under the brand, Dhampure.
Mr. Gautam Gorl, Director, DSM, said on the occasion, "After four
years of extensive research, we have now perfected the technology to produce
this sulphurless variety of sugar.
Traditionally, sulphur is used to bleach
sugar but we do not use sulphur during the production process of Dhampure-
impurities are removed by using special imported resins.
When compared with the other varieties of
sugar the level of purity of sugar is 40-50 lcumsa which is very high."
The company is exporting sulphurless sugar
to the European Union, where there are stringent quality check measures
for imports. In India the company would initially be targeting Delhi,
Punjab, Haryana and Uttar Pradesh along with the metros.
He claimed that in addition to generating
a revenue of Rs.15-20 crore in the first six months of operations, the
company was aiming at capturing 25 percent 40,000 tonnes branded packaged
sugar market in northern India.
The company has a capacity of producing
70,000 tonnes of sulphurless sugar every year. Out of this 7,000-10,000
tonnes was being procured by Coke and another 10,000 tonnes was being
exported. The remaining quantity was being sold in the open market.
The company has also undertaken the
project of modernizing its sugar mills in countries like Trinidad. He
said that sugar being supplied in the Indian market is the same as the
one supplied abroad. The only difference is in the size of the crystals.
The Pioneer -- City Pioneer 7 June 2001
Sulphurless sugar
launched
Lucknow
DHAMPUR SUGAR Mills, one the largest producers of sugar in the private
sector, launched its sulphurless variety of sugar in the state capital
on Wednesday.
First of its kind sugar 'Dhampure' has been
produced by the Rouzagaon unit of sugar mill which has capacity of producing
70,000 tonnes of sugar per year. According to director of DSM Limited
Gautam Goel, the dhampur has been produced after four years of research
after it has been launched in the market.
The DSM is the first sugar mill in the country
to manufacture sulphurless sugar and this sugar is being exported to the
European countries.
Giving details about the sulphurless sugar,
he said that it was healthiest and purest form of sugar and 99.5 percent
pure. He added that while other sugar used sulphur dioxide for bleaching
and washing it where as the DSM used specially imported chemicals and
resins to clean the sugar.
The Dhampur sugar is already a popular brand
with the multinationals in the field of confectionaries and beverages.
He said that out of the total annual production of Dhampur Coke procures
7000-10000 tonnes and further 10000 tonnes are marked for the exports.
According to Mr. Goel the company hopes
to generate revenue of Rs.15.20 crore in the first six months from the
sale of Dhampure brand.
Elaborating on the availablity of the product
, Mr. Goel said that Dhampur was available in the one kg pack in the price
range of Rs. 25 at the various retail outlets in Lucknow. Besides the
brand is also being launched in Rajasthan and western region.
DSM is one of the largest sugar producers
in the private sector and it has diversified in the field of power, paper
and chemical. It has its manufacturing units in Nepal, Rouzagaon, Muzaffarnagar,
Dhampur and Udhamsingh Nagar.
The Indian Express -- 14 Jan 2001
Play safe, in sweetness
too!
Ruchi Ahuja
New Delhi, JAN 13
IS your sugar is pure, free from any kind
of toxicity? The answer probably is no.
"In the traditional purification process,
to bring whiteness to sugar grains, bleaching is done using sulphur"
,said Gautam Goel, director, Dhampur Sugar Mills (DSM), one of the largest
and oldest sugar manufacturers in the private sector. This leaves a certain
element to toxicity to the product which is harmful for lungs, kidney
and reproductive system. Also in spite of the usual claims, the end product
is not transparent but opaque white that is not entirely pure. Sulphur
-free double refined sugar, called Dhampure sugar is being introduced
in the market, now from DSM said Goel. The new product is produced following
innovative process where the impurities are removed physically using
specially imported chemicals. According to him, it will be a bit costlier
from the available packaged sugar in the market -- at Rs25.
The Hindu Business Line 30 Jan 2001
Sulphurless
Sugar packets
Chennai: Dhampur Sugar Mills (DSM), one of the oldest sugar mills in India,
has launched sulphurless sugar under the brand, Dhampure. It is double
refined, where no sulphur is used in the manufacturing process, claims
a press release. Dhampure is a available in 1kg packs in North India and
is priced at Rs.25 in the cities.
Usually, sugar toxicants like sulphur are
used to clarify and bleach sugar particles to add sheen to the crystals.
But the Dhampure brand has the impurities physically removed from the
cane juice during production, leaving the sugar without toxicants. Dhampure
is manufactured at the company's Rouzagaon plant in Uttar Pradesh. DSM
had invested Rs 10 crore before coming out with the product after years
of testing and research. This sugar brand meets EU standards and is accepted
as table sugar for direct consumption. The company has also tied up with
multi-nationals such as Coca-Cola for supplying to their plants.
A & M 28Feb 2001
Sweet Sucess
THE LATEST entrant to the branded packaged-sugar market is Dhampure from
Dhampur Sugar Mills, available in 1 kg packs at a maximum retail price
of Rs 25. It has been initially launched in northern India, with plans
to gradually expand distribution through the conventional wholesaler-retailer
channel.
What makes this launch sweeter is that it
is sulphurless. The sugar is double refined, and where sulphur is
conventionally
used to clarify and bleach the sugar particles to add extra sheen to the
crystals, in Dhampure, all impurities are physically removed from the
cane juice during the production process. This is the only sugar which
meets the European Union standards and is accepted as table sugar for
direct consumption without any further refinement. Standards set by the
CODEX Alimentarious commitee of the World Trade Organization dictate a
certain crystal size and sulphur content for sugar that can be sold in
the international market. India, needless to say, didn't comply. Well
Dsm seems to have won half the battle. Which is good enough news as April
2001 approaches and global-quality imports threaten to take Indian consumption
over.
DSM (established in 1933) claims to have
a crushing capacity of 30,000 TCD. In 1998, DSM sold sugar valued at Rs
272 crore, comprising about 76 per cent of its total sales. Dhampure is
manufactured at the company's Rouzagaon plant in Uttar Pradesh. DSM had
introduced process three years ago with an investment 9of about Rs 10
crores.
DSM figures that its main challenge will
be to convince the consumer that there is a real health benefit
associated
with sulphurless sugar. Product-wise, the main competitors are Mawana
and Modi Sugar. MAA Bozell has created a print media campaign with the
tagline, 'Be sure, buy pure, Dhampure.' The target audience is urban,
middle and upper middle class working households with an annual income
of Rs 1.5 lakh and above.
DSM estimates the total market for sugar
in North India at about 400,000 tonnes, of which 10 per cent comprises
branded packaged sugar. DSM plans to capture 25 per cent of the branded
sugar market (by selling some 10,000 tonnes). The company has also struck
deals with multinationals such as Coca-Cola for supplying sugar.
Rashtriya Swroop 8 June 2001
