Mother Dairy introduces ‘Fruit of Gods’ Jamun in a frozen pulp format


Leading with itspromise of benefitting both the farmers and the consumers, Mother Dairy, thediversified dairy brand of National Dairy Development Board (NDDB), hasintroduced Frozen Jamun Pulp, under its horticulture brand – Safal, forconsumers across Delhi NCR. The category-first product is being made of 100%natural jamun fruit which is being sourced from the tribal community inJharkhand with an aim to ensure a direct market access and a sustainablelivelihood for the local community.

The pulp will beavailable in an easy-to-use, reusable tub of 250 gram, priced at Rs 99. Theproduct will have a shelf life of 6 months. A 250 gram pack is equivalent to500-700 gram of fresh jamun. The company aims to reach out to 1 lakh householdsin Delhi NCR with the newly launched product. It will initially retail the pulpthrough Safal’s around 300 exclusive outlets with plans to gradually foray intogeneral trade outlets and e-commerce.

Commenting on the newproduct, Pradipta Sahoo, business head, Safal, Mother Dairy, said, “Farmerwelfare is the ethos of Mother Dairy and it has always been a guiding principlefor us. We always look for opportunities where the farming community and theconsumers both can benefit. Jamun is laden with goodness; it contains Vitamin Cand Iron, which helps in increasing haemoglobin count. Being low in glycemicindex, it keeps the blood sugar level normal making it good for diabeticpatients. Since it is available only for a limited period due to itsshort-lived season and given the uncertainty of produce that we buy fromoutside, we have introduced this product during the Jamun season to provide ahygienic alternative, and the frozen format will offer the goodness of Jamunround the year.”

The pulp is beingdirectly sourced from Jharkhand and is being processed in the company’sstate-of-the-art Ranchi unit. It is its first-of-its-kind integrated fruit& vegetable processing facility with two processing lines – Aseptic PulpingLine and Individual Quick Freezing (IQF) Line. The brand has been processingtomatoes, banana, amla, jamun, carrot paste, turmeric paste and so on that arebeing directly sourced from the farmers of the state. In addition, the companyhad introduced India’s first-ever frozen jackfruit in 2017, which are sourceddirectly from the farmers in Jharkhand, frozen and packed in the Ranchi unit,thus making the fruit available round the year for jackfruit aficionados.

Sahoo added,“Specially curated with the idea of providing a refreshing dose of immunity,the frozen pulp is 100% natural and organic by default with no added sugar,preservatives and colour. With this, consumers will not have to wait for theirbeloved fruit’s season and can make delightful beverages, popsicles anddesserts at the ease of their home. This frozen fruit pulp is a real fruitsubstitute and is just as nutritious, healthy and tasteful as fresh fruititself.It is very good for diabetic patients. Going forward, we will come upwith more such innovative pulps for our consumers.”