RIL test-markets fruit pulp brand

AHMEDABAD: A month ago, smartly packaged tins containing mango pulp were circulated among the staff of a petrochemical company in Vadodara. The pilot project, an ambitious initiative by Reliance Industries, would mark the Indian giant’s entry into processed foods. The product is out, but the strategy is still under wraps.

Branded fresh fruits and fruit pulp would soon roll out of Reliance Industries orchards. The group would now sell the products, mainly pulp, under private labels. Although the company is not talking about it yet, the product is likely to come under an umbrella brand, Rellure.

The company’s fruit and processed fruit products for Indian and international market would be put under the brand. It may be mentioned here that Reliance Life Science is selling the range of its pharma products with prefix Rel. The Reliance Group has already kick-started test marketing of the soon-to-be launched mango pulp. The group has been exporting mango pulp in certain countries since a year.

“We are in talks for mango exports during off-season. Exports of sapota (chikku) and pomegranate are also on the cards. Currently, we plan to export fresh fruit, but we are also considering exports of processed fruit, mainly pulp,” sources in the group told ET. The group did not provide further details when contacted.

It is learnt that Reliance Life Science Pvt Ltd would sell Rellure kesar pulp in the domestic market. “We have not zeroed in on any specific brand for the proposed project as of now,” the source said. The Rellure range would be available at Reliance Fresh outlets.

The company has tied up with Anand Food and Dairy Products in Chikhodra village of Anand district among others for processing and packaging mango pulp for Reliance Life Science. The test marketing has started within Reliance’ group companies priced at Rs 80 for 850 gram kesar mango pulp.

According to market sources, Reliance is trying to improve the shelf life and also the applications of fruit products for Indian platter by introducing state-of-the-art packaging techniques. Rellure mango pulp that can be used in preparing ice-cream, mango juice, mango shakes among other delicacies, would have a shelf life of about two years in yellow tin packs.