PureCircle Aims to Reduce 250 Billion Calories From Indian Diet by 2020

PureCircle is test-farming several locations in India with its StarleafTM stevia plant variety, which contains more of the best-tasting stevia sweeteners, like Reb M.

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WITH AN aim to reduce 250 billion calories in the Indian diet by 2020, PureCircle, manufacturer and innovator of stevia have a robust expansion plan in India. Listed on the main market of the London Stock Exchange, the company started its India operations by opening their first South Asia laboratory facility in Gurugram. In an interaction with BW Hotelier, Navneet Singh, Head of the South East Asia Region at PureCircle, spoke about his plans on Stevia innovation to disrupt consumer health, agriculture and environment in India.

India has a tremendously important role to play in the growth of Stevia market as it is one of the largest consumers of sugar globally. India is a sweet loving nation with the highest sugar consumption in the world and is increasingly becoming sugar dependent. With the second highest (65 million) number of people suffering from type-2 diabetes and the second highest number of obese children in the world after China. Stevia is a sustainable crop, which is in high demand by the global food and beverage industry.

PureCircle is test-farming several locations in India with its StarleafTM stevia plant variety, which contains more of the best-tasting stevia sweeteners, like Reb M, than other conventional stevia plant variants. “India has the land, climatic condition, farming expertise and entrepreneurial spirit to contribute significantly to global demand of naturally-sourced, non-GMO stevia sweeteners,” says Singh.

“Hot beverages, chocolate confectionary and dairy currently represent the leading category for product launches with stevia this year. We are expecting a whole host of launches in 2019 including those from major brands in powder-soft drinks, flavoured milk, carbonated drinks, juices, condiments, nutraceutical products and many more. In tandem with the Indian Prime Minister’s vision to double farmers’ income, we are also exploring new farming partnerships in multiple locations across India,” Singh continued.

In India, traditional sweets and desserts are one of the most promising categories for stevia to maximise reductions and assure consumer health. Across the globe, PureCircle’s portfolio of innovative stevia sweeteners and flavours has enabled major brands to reformulate full sugar products with this natural, zero-calorie solution. The company is now expanding its offerings to include, not just sweeteners and flavours, but also protein, fibre and antioxidant ingredients – all from the stevia plant.

“Stevia is now evolving in the country in form of several products including tabletop sweeteners. We are seeing an increase in products on supermarket shelves as well as online. Flavoured milk, sparkling beverages, yoghurt, tea, ice cream, sodas, confectionary, sauces, ready to drink beverages and tabletop sweeteners are just a few of the categories where stevia ingredients have seen a significant emergence,” Singh stated.


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