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.
