Is sugar's reign ending? EID Parry CEO on why jaggery is making a comeback
As consumers increasingly seek natural, minimally processed foods, jaggery is emerging as a growing category in India’s sweetener market—not just for its taste, but also for its nutritional value.
Muthu Murugappan, CEO of EID Parry (India), explains why he believes jaggery will appeal to conscious consumers because of its naturally occurring minerals, including iron, calcium and magnesium, as well as its lower carbon footprint compared to refined sugar.
He also shares how EID Parry is combining AI-powered farming, India's first large-scale automated jaggery manufacturing facility, and sustainable practices to build a modern global business around one of India's oldest sweeteners.
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