Ladakh Food Ties Up With Godrej Foods, To Roll-out Leh Berry Jam, Sauce  ( December '2,2003, FE)

In a co-packaging tie-up with Godrej Foods Ltd, Ladakh Food Ltd is planning to nationally launch Leh Berry jam and sauce by March 2004. Prior to the move, the company is planning to test-market its new products in Delhi, Mumbai and Chandigarh soon. As part of the strategy, the two new products will be manufactured and packaged at Godrej Foods’ Bhopal-based factory whereas the Seabuckthorn fruit pulp and raw material will be provided by Ladakh Food, Ladakh Food Ltd general manager (sales & marketing) Harinder Singh Kukreja told FE.

This is part of Ladakh Food’s Leh Berry brand-extension strategy. The company has already entered into a co-packaging tie-up with Godrej Food for manufacturing and packaging Leh Berry fruit juice in January this year. At present, Leh Berry fruit juice has a presence in 12 states and 100 towns.

On the company’s new plans, Mr Kukreja said: “We are planning to market Leh Berry jams and sauces through 20,000 retail outlets across the country by March 2004. For the purpose, we will be introducing 500 gm bottle of Leh Berry jam and sauce priced at Rs 50 and 200 gm priced at Rs 25, respectively. ”

Ladakh Food is also planning to launch Leh Berry jam in 20 ml sachets priced at Rs 2 and Leh Berry sauce in 12 gm sachet priced at Re 1. It has tied-up with railway canteens, canteen store departments and the Indian Navy to promote them.