'Rich banana' is a brand launched by the Indian fruit exporter IG International for both the domestic and the export market to cater to customers who are looking for top quality fruit. Director Tarun Aurora explains that “Currently we have ripening facilities for Rich Banana in Delhi, Jaipur and Mumbai. The variety used is the Robusta, which is sourced from Solapur, Maharashtra.”
Regarding the international market, the company is currently focused on the Middle East, with shipments to Iraq, Iran and Saudi Arabia, but there are plans to enter more distant markets in the future. “We add value to the product by using high-end packaging, as well as ethylene absorbers and MAP bags, which combined with the fact that the entire supply chain is under cold conditions, allows us to guarantee a perfect quality on arrival,” explains Tarun Aurora.
The idea behind the 'Rich banana' brand is to offer a product that is not only rich in terms of nutritional content, but also in quality, and at the most reasonable price. Tarun Aurora assures that “The campaign involves a lot of promotions in supermarkets targeted at domestic consumers, in which we portray the Rich Banana as the best quality banana.”
According to Tarun Aurora, “The results so far have been excellent and consumers are extremely satisfied. Currently we are only in three cities and three export countries, but we are working closely with growers to further improve on quality and to boost production volumes. Our focus is to increase our market share in India’s banana market.”
As for the fruit’s presentation, “We are packing 4, 5 and 6 hands in 13 kg boxes and 7, 8 and 9 in 7kg boxes for export. For the domestic market we are packing 20 kg in crates and 16 kg in corrugated boxes. We are very flexible and are ready to access any market with suitable customers,” explains Tarun Aurora.
Regarding future plans, IG International aims to be able to supply the fruit all year round with consistent prices. “We work directly with growers and are investing plenty of time and money to make the project a success. Our plan is to cultivate our own 10,000 acres in three years from now,” concludes Tarun Aurora.
For more information:
Tarun Arora
IGInternational
Tel: +91-22-66272000
Mob: +91-9819248884
Fax: +91-22-66272084
tarunarora@iginternational.net
www.iginternational.net