The Pune-based Dhariwal Industries is taking its Manikchand Oxyrich mineral water to South Africa and West Asia. The Rs 800-crore diversified company primarily known for its ghutkas is planning to set up joint ventures or franchisee operations in these countries with plans of setting up manufacturing facilities at a later stage.
This mineral water was launched in 2003, that created its USP as a 300 per cent oxygenated mineral water and commands a premium pricing (Rs 15 for 1 litre) in the market. The company has applied for patents in almost 20 countries and is now waiting to take its brand to other countries beginning with West Asia. ``We already have a packaging unit in Dubai and in future we may also start manufacturing the mineral water from these facilities,`` claims Dr Shetty National Project Head, Manikchand Oxyrich.
Part of the food and beverage division of Dhariwal Industries, Manikchands Oxyrich is now poised for brand extensions into new areas such as natural fruit juices. At the same time, its mineral water brand could also get stretched into flavoured and sparkling water. Besides, a new brand in the area of health foods is also being contemplated.
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| Posted : 12/3/2007 |
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