Solae enters Indian market with soya brand

BANGALORE: The Solae company India (P) limited, the joint venture between DuPont and Bunge, has announced its foray into direct soya protein consumer market in India, launching Soy Day - a textured soya protein based product.



According to company sources, Solae has earmarked Rs. 50 million for its advertising campaign to support its brand-marketing initiatives in the country. The campaign will cover the print and electronic media.



Initially to be launched at Delhi, Mumbai and Bangalore, the company plans to have the product available throughout India by end 2005. The product will be imported from its manufacturing facilities in Brazil and will be packed in India.



Three co-branded products were also launched by the company in Bangalore. Fortified soy protein milk powder SOY VITYA and nutrition bar STAR NUT HEALTH BAR carry the Solae logo now. A ready-to-drink soy beverage using Solae ingredients and technology is planned for launch in India in January 2005.

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