Indian Consumers Turning Olive-friendly, SENGEE Launches International Spreads

It’s adding a dash of Indianness to international spreads. Pune-headquartered India’s homegrown SENGEE Biochem Exim Pvt Ltd, one of the largest importers of olive oil, almond oil, frozen products, is now rolling out a range of jams, honey and other Indian spreads from its stable under the Semonte brand name. Semonte, as the name suggests (Holy Place), promises to offer a holistic approach to food from the ancient Indian food tradition.  

As a starter, the company is coming up with products like Jaggery Caramel, Health Prash (a version of Olive Oil Chavanprash) a fruit and a vegetable mixed apple, beetroot Carrot Jam, Plum Jam and Spicy Peanut Butter. All products contain healthy Extra Virgin Olive Oil and Jaggery. Moves are afoot to launch as many as 50 products over the next one year and all of them would be a mix of rich Indian food legacy with international taste, said Rohit Dubepatil, director, Sengee Biochem Exim Pvt Ltd. 

That’s not all. As a responsible corporate, the company is also helping Adhimalai, an NGO, to assist tribals of Nilgiris to launch their very healthy and natural honey as a branded product into the markets. The honey is being launched in 4 variants: Sweet, Floral, Sweet & Bitter and Bitter Honey. Interestingly, the honey market is the biggest and oldest market in the country. It has a CAGR of more than 12 percent during the period- 2011-12 to 2022-23. The unorganised players have clear dominance over the organised sector in the honey market. It can be processed or raw which is expected to have a ratio nearly 55:45 in 2022-23.

The Indian spreads market stood at $211 million in 2016, and is projected to grow at a CAGR of over 16 percent, in value terms, during 2017-2022 to reach $527 million by 2022, on the back of increasing demand for convenience food and innovative food items. Significantly, the growth in demand for spreads can be attributed to changing breakfast patterns, rising demand for packaged food and expanding the middle class in the country, market analysts said. All the factors, stated above, along with accelerating demand for innovation in terms of tasty and healthy spreads in India are expected to leave a positive impact on the market over the course of next five years.

The Indian spreads market is currently dominated by leading players like Hindustan Unilever Limited, Dr. Oetker India Pvt. Ltd., Dabur India Limited, Ferrero India, Mapro Foods Pvt. Ltd., Agro Tech Foods Limited, Britannia Industries, Cremica Food Industries Ltd., Mala’s Fruits, Gujarat Cooperative Milk Marketing Federation Ltd and Patanjali Ayurved Limited. SENGEE Biochem, the latest entrant in the field, wants to differentiate its products, positioning them in the ‘Good For Health Category’.

“SEMONTE Foods have been carefully designed, following two years of extensive research, to offer physical, mental, emotional and spiritual well being for you,” said AK. Jilani & C. Rajashekara, who head Hyderabad & Banglore Zonal operations respectively. The company, which has so far been importing Olive Oil, Almond Oil, Frozen Products and has partnered with a the leading European brand- Agromonte for fresh cherry tomato sauces, is keen on leveraging its strong retail presence in Delhi NCR, Banglore and Hyderabad and then replicating the same model pan India, by launching the products in the East and West.

Initially, the company plans to focus on Jaggery, Gooseberry (Amla), Turmeric, Honey and Vitamin E-based products. Carefully crafted, these handmade products contain high amount of natural Vitamins, especially Vitamin C, Vitamin E and natural minerals. “Our dual motto of product and cost innovation will go well with the customers,” said Sandeep Bhatia, VP, Sales. 

Interestingly, the overall health and wellness foods is a Rs 10,352 crore market. With a growth rate of nearly 10 per cent, it is a promising segment for manufacturers to tap into. Demographically, India is home to over 110 million kids contributing around 11 per cent of the world population with a high birth rate of 19.3 births per 1000 in a year. Parents always want to give the best to their families, without compromising on the quality and safety aspects of the food product. And the new range of Sengee products mostly target the family as a segment.