Synthite’s Kitchen Treasures Enters Pickle Market, Launching 6 Varieties

• Kitchen Treasures has launched four vegetarian varieties including cut mango, tender mango, lime and garlic and two non-veg variants namely prawn and fish, in packs of 150 gms and 400 gms

•  With over 100 people in new product development at its headquarters, Synthite group plans to launch new products covering more pickles, cooking paste, RTE, RTC, Seasonings, RTD and sauces targeting pan Indian tastes in the coming months

Kochi, May 9, 2014: Following the encouraging response it received for its Kitchen Treasures curry masalas and spice powders launched recently, Intergrow Foods, the domestic arm of the Kochi-based Rs.2000-crore Synthite, one of the largest spice companies in the world, launched six varieties of pickles as per the strategy it chalked out to enter the ready-to-eat food products segment in a big way. Mr. Ashok Mani, CEO & Managing Director, Intergrow Foods launched the pickles by handing over a set to Mr. M.G. Rajamanikyam, District Collector, Ernakulam and Ms. R. Nishanthini, Police Commissioner, Thrissur.  Launched in flavors and varieties appealing to the Malayali palate in the initial phase, the Kitchen Treasures pickles are now available across Kerala and in the consumer markets of Europe, US, Gulf countries, Singapore, Australia, etc. targeting the Malayali diasporas. Kitchen Treasures has launched four vegetarian varieties including cut mango, tender mango, lime and garlic and two non-veg variants namely prawn and fish, in packs of 150 gms and 400 gms.

Speaking on the launch, Mr. Ashok Mani said the pickles offer the same non-compromising quality which have made Synthite one of the most-trusted ingredient giants world over. “Continuing the quality tradition that we maintain for our spice ranges, we have made these pickles from the best of ingredients. Kitchen Treasures products provide the customers with 100% pure products, absolutely free of any kind of adulteration,” he said. He also said the company had tried and tested the pickles by sharing it with hundreds of randomly picked housewives across Kerala before its commercial launch. “Each product has been improvised and made as per the suggestions given by them to ensure homely tastes. So we can proudly claim that our pickles match the homely taste of Kerala,” he added.

“For the past 40 years, we have been supplying to the global market under stringent quality control standards like BRC and European HACCP among others. Quality begins at the source and to maintain global standards, we source our spices from our contracted network of 10000 acres of farms ensuring only the best gets into every Kitchen Treasures pack,” Mr. Ashok Mani explained.

“We have gone to great lengths to keep our products 100% pure and yet keep it priced at market prices and coming from one of the same Synthite factories in Kolencherry which served the world for decades and has seen timely modernizations and valued accreditations like European HACCP (Hazard Analysis and Critical Control Points) and BRC (British Retail Consortium) standards for quality and production processes, Kitchen Treasures would be a totally new experience in quality, unheard of in Kerala,” he added.

Mr. Ashok Mani also said the launch of these pickles in Kerala-taste is just the beginning of the group’s giant leaps to become the country’s largest fully integrated packaged foods company. “With over 100 people in new product development in our group headquarters, we would seek to launch new products covering more pickles, cooking paste, RTE, RTC, Seasonings, RTD and sauces targeting pan Indian tastes in the coming months,” he said.

Price List

Sl No:	Product	MRP
1	Cut Mango Pickle 150g	37.00
2	Cut Mango Pickle 400g	75.00
3	Tender Mango Pickle 150g	60.00
4	Tender Mango Pickle 400g	127.00
5	Lime Pickle 150g	36.00
6	Lime Pickle 400g	74.00
7	Garlic Pickle 150g	39.00
8	Garlic Pickle 400g	85.00
9	Fish Pickle 150g	67.00
10	Fish Pickle 400g	148.00
11	Prawn Pickle 150g	83.00
12	Prawn Pickle 400g	190.00

ADDITIONAL INFORMATION

About Synthite group: Established in 1972, Synthite’s has five processing and extraction units in India and one in China now, plus an additional unit for the spice business with a total capacity of 20,000 tons. Among Synthite’s key overseas customers are seasoning and flavouring firms like Givaudan, IFF, Griffith Laboratories and Kerry Group.

Synthite has two divisions — bio ingredients and spices. Its five bio ingredient units with a combined capacity of 275 tons a day, convert raw spices (chilli, pepper, turmeric and cardamom) into oleoresins. These are supplied to flavouring and seasoning firms and they, in turn, sell seasonings and flavourings to food processing companies.  At its spice division, which came up in 2006, spices are crushed and granulated and then steam-sterilised for  supply to companies.

A bulk of Synthite’s sales comes from exports to the US, Europe and the Far East, where the processed food business is well developed.  Synthite through its 100 crore group company, Symega Savoury Technolgies is in the savoury business for the past 8 years-. Symega makes seasonings and savoury ingredients that are used in snack foods, processed cheese, convenience foods and processed meats. Synthite through its group company Simega Flavours is in the sweet flavor business, making products for the bakery, beverage, confectionery, dairy, pharma and food processing sectors, including names like Nestlé, ITC, Kellogs and HUL.   Of Kerala’s annual spices production of 1-1.25 lakh tons, around 12-15% are exported annually in various forms while the rest is consumed by the domestic market, mostly as curry powders, masalas, ready-to-eat gravy products and flavored food items. But according to C V Jacob, the legendary founder of Synthite and the group’s Chairman, per capita consumption of flavourings and seasonings is just $1 in India and China. This can only grow in the future and being a global leader, the group, with its Kitchen Treasures brand, is all set to grab a major share of it targeted to serve every Indian household by one product or the other in five years.

It may be also recalled that Synthite has been continuously bagging the top most export award from the Spice Board of India every year since 1976. “Built on our global reputation, Kitchen Treasures is the strategic homecoming of Kerala’s best kept secret that is Synthite. For the domestic customer also, we are committed to our global food quality standards and integrated pest management policy as well as good agricultural practices,” said George Paul.

By 2020, Synthite group targets to achieve a turnover of Rs.3,000 crores.