Parle Products has announced its entry in the pulses category with the launch of its new brand Fresh Harvest that aims to offer its consumers protein rich pulses that are processed and packed in the most hygienic conditions within a state-of-the-art facility. The Fresh Harvest collection will comprise Toor, Moong, Urad, Channa and Masoor dals sourced from some of the best farms in Maharashtra and Karnataka.
With a market value estimated at 27 million tonnes per annum, India is the largest producer and consumer of pulses. Various studies have revealed that India’s projected demand for pulses is set to grow up to 35 million tonnes by 2020. Though demand is huge, 99% of the market is unorganised and adulteration of products is one of the key issues that consumers face. With Fresh Harvest, Parle aims to provide Indian households premium quality pulses that are unadulterated and hygienically packed, assuring consumers about safety and quality of the product.
Speaking about the launch, Mayank Shah, Category Head, Parle Products, said, “Fresh Harvest epitomises quality, hygiene, nutrition and consistency. Through this brand, we want to offer consumers premium pulses that are pure, unadulterated and full of nutrition to make meal-time healthier. Right from sourcing to delivering quality end products to consumers, the involvement of a company like Parle will go a long way in convincing consumers to switch to packaged pulses.”
Fresh Harvest has been launched across class-A outlets, Self Service Outlets (SSOs) and local retail chains across 5 lakh+ towns in Maharashtra currently and would be launched in phased manner in other parts of India over the next 12 months.