The Hindu Business Line : Mamta Agro Foods forays into health drink segment

MAMTA Agro Foods, subsidiary of Mamta Drinks and Industries Ltd, is planning to invest Rs 50 crore to set up a new plant in Baddi, Himachal Pradesh to expand manufacturing capacity as it forays into the health drink segment.

The company has soft launched its two new health drinks under the brand name Madrid in the North Indian market last month. The USP of the two products is the addition of herbal content — one will contain aloe vera and the other safed musli. According to the company, this is the first time a drink containing the ayurvedic herb safed musli has been launched and the aloe vera added drink is also the first in the country.

Aloe Vera, known as the `plant of immortality' in ancient Egypt, is supposed to be the most ingenious mixture of an antibiotic, an astringent coagulating agent, a pain inhibitor and a growth stimulator. It is now being used widely as an additive for cosmetic, pharma and food products. Madrid's aloe vera drink is supposed to contain vitamins, minerals and is supposed to be good for the skin.

Safed musli is rich in alkaloids, vitamins, minerals, protein, carbohydrate, steroids, and polysaccharides. It grows naturally in the forests of Gujarat, Madhya Pradesh and Maharashtra and is widely used as a principal ingredient in ayurvedic, unani and allopathic applications. It is supposed to improve access to energy stores, help improve stamina and resistance to stress and tiredness, help mobilisation of the body's nutritional resources, and aid in the normalising of various indices such as blood pressure or blood sugar. Mamta Agro Foods claims that this is the first time it is being added to a drink.

While the company already has the brand `Jooz' for its fruit-based drinks, the brand Madrid is expected to be formally launched by the end of the month. "The new facility to come up in Baddi will help in enhancing capacity so that we can cater to the western and southern markets as well, with 5,000 outlets across 25 States in the coming year," said Mr Ajay Kumar, General Manager (Marketing and Sales). Madrid health drinks come in cartons at Rs 20 for 200 ml.

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