Unravel The Golden Mystery: KGS Is Determined To Converge Health And Sweetness

Surjya Meher, Business Head of Tatva Health & Wellness in Chennai, is a highly accomplished industry leader with 28 years of experience in FMCG, FMCD, and Retail. With expertise in scaling businesses, driving expansions, and managing profit and loss, he has a proven track record of launching successful brands and building high-performance teams.

Surjya's educational background includes an MBA from Xavier Institute of Management and leadership management training from the University of Virginia. His strategic mindset, operational prowess, and extensive industry knowledge position him as an expert in the fields of FMCG, Consumer Products, and Manufacturing. Currently focused on scaling Tatva Health & Wellness, Surjya is set further to elevate the company's presence in the industry.

1.    What are the ongoing trends in the health and wellness industry and what according to you will be the change in the upcoming years?

The emerging awareness and transforming consumer behavior towards health and wellness have given rise to numerous health alternatives across the country. There is a sudden surge in demand for healthy food and beverages, both at home and out of home. Wellness products are grabbing much attention and interest of the health-conscious consumers of today.

“Conscious Consumption” is what the consumers are opting for. Especially post the critical pandemic days, the young consumers have become more conscious of their health choices with beverages being a crucial part of it all.

With more inclination and understanding of gut health, probiotic drinks have suddenly gained popularity. Talking of emerging food trends, gluten-free products and plant-based food components are grabbing attention at a fast pace. Such food innovations are expected to rise further in the times to come.
Lastly, what’s upcoming is an eye for detail for local forces. Organic cultivation and regional remedies are what our consumers will continue to look forward to in the coming years.

2. What kind of brands/products in your industry according to you are consumers opting for?

A report by BCG states that 40% of all Indian consumers are spending on healthier foods. This trend of healthy consumption is impacting the food and beverages industry. High demand for organic, nutritious, well-balanced food has forced many restaurants and hotels to start including such options in their menus and many brands like ours to introduce healthier alternatives.

3. How is Kesari Golden Sugar different from other sugar variants?

Unlike its white and brown sugar counterparts, Kesari Golden Sugar offers a “Naturally low GI index” and as we all know, Low GI food helps manage diabetic conditions and so is our sugar. This also helps in reducing cholesterol levels and decreases the risks of various heart diseases. Enriched with minerals and naturally occurring antioxidants, Kesari Golden Sugar is unrefined, unbleached and processed without any Chemical or additives. It is certainly a healthier alternative to regular sugar and an ideal choice for the health-conscious lot of today. It’s safe.

Main USPs: 
- 25% low Gi than white sugar 
- Diabetic friendly 
- Has minerals & antioxidants 
- Unrefined 

Secondary USPs: 
- GMO-Free 
- Sulphur & Phosphate Free Process
- Helps in sugar reduction 
- Patented Process
- Free flow 

4. What is Nucane Technology that is used in manufacturing Kesari Golden Sugar?

Nucane is a patented technology that manufactures Low GI Sugar naturally without any chemicals or additives. We at Tatva are the first company to bring such an innovative sugar in India. A first of its kind. The shift to a healthier life is often about eating less. But, thanks to NUCANE, it can also be about consuming “better sugar”, too. The natural antioxidants retained in Nucane have been scientifically shown
to work in two important ways:

a)   They actively inhibit digestive enzymes to reduce glucose and fructose absorbed by the body. It’s NUCANE’s unique ability to “decelerate” the absorption of glucose that promotes the low glycemic effect that we hear so many doctors talking about.

b)   The natural antioxidants in Nucane slow the ability of the body’s GLUT 2 protein to transport available glucose into the bloodstream. This helps reduce blood sugar increase and therefore promotes a low glycemic effect.

5. Can you share some benefits of Kesari Golden Sugar?

Kesari Golden Sugar focuses on providing its customers with natural and healthy sugar with a low glycemic index (GI). Unlike regular sugar, Kesari Golden Sugar is made using Nucane technology that preserves the essential nutrients of sugarcane. This unique Kesari Golden Sugar has a beautiful golden hue, a rich flavor, and a low GI index, making it an ideal choice for those who want to keep their blood sugar levels in check. Kesari Golden Sugar is unrefined, unbleached, and contains no additives or preservatives. It is a healthier alternative to regular sugar and can be used in the same way in all your favorite recipes, including coffee, tea, baking, and cooking. Moreover, it is an excellent source of energy and is loaded with antioxidants and minerals that can boost your immune system

6. How does Kesari Golden Sugar plan to meet consumers' requirements for healthy sugar alternatives?

Kesari Golden Sugar is a great choice for individuals looking to manage their blood sugar levels and follow a low-glycemic index diet. With a lower glycemic index than regular white sugar, it can aid in blood sugar control, prevent insulin resistance, and reduce the risk of chronic illnesses like diabetes, heart disease, and obesity. Additionally, Kesari Golden Sugar helps in controlling your sugar levels, helping you achieve your weight loss goals. So, if you want to improve your health and follow a low-GI diet, consider using Kesari Golden Sugar as a healthy and delicious sweetener option.

7. How are you contributing to the health and wellness industry in India?
People in India are very fond of sweets and with so many festivals and celebrations, we always have an excuse for consuming desserts and Indian sweets. However, the sugar that we generally use is not the healthiest thing to consume. With Kesari Golden Sugar, we are giving a healthy alternative to Sugar for Indians who love their sweets without having to compromise on the taste.

8. Please tell us about your business model and expansion plans

Our business model is pretty simple. On the product, we follow Tatva’s product policy to offer our customers products that are premium quality and good for the health of our consumers. We are clear that we are looking at conversion from the white sugar market and focus our distribution to be available in outlets that shelve white sugar. We are placing our products in all premium stores and offer our consumers a reason to convert. 

We look at all touch points where consumers interact and push our presence accordingly. Whether it's Modern Trade, General Trade, Ecommerce, Quick commerce or even in Horeca channels, we are working to make Kesari Golden Sugar available across.

In terms of geographical presence, we are currently present in South India and are expanding our reach in West, North and East India over the next six months.

Visit website for more information : https://www.kesarisugar.com/

Disclaimer: The above is a contributor post, the views expressed are those of the contributor and do not represent the stand and views of Outlook Editorial.