Chandan Mukhwas, a mouth freshner brand of STC India, has announced that it has started making its mouth-freshners using 100 percent natural food colours. “Natural food colours contain no corn syrup or synthetic dyes and are highly rich in quality with great tastes. Despite of the fact that natural colours cost more than artificial ones, it is important to provide best quality products to the customers. The Ayurvedic license certifies the authenticity of products that have medicinal values, " said Pankaj Shah, Managing Director, STC India.
Natural food colours are extracts of vegetables, fruits and spices that are easily available in the market, and are approximately 3.5 times costlier than synthetic colours. According to Shah, the company follows all the laws specified by FSSAI. "Consumers are now getting more and more health conscious and it’s a good change that we are witnessing. We all acknowledge the fact that usage of natural food colours in food products is better than their artificial counterparts. Natural products do cost more, but then, they are healthier as well. Our products come under the food industry, which is governed by FSSAI." The company had procured ISO 22000 and HACCP certification in the past.
The Mouth-Freshener industry in India has been experiencing a surge in growth with an annual growth rate of 35 percent. "In the last few quarters, especially, with the new norms and policies introduced, manufacturers have been forced to think of new ideas to strengthen the market and improve their business propositions, " said Shah.
The Chandan brand is present in the UAE, Saudi Arabia, Japan, South Africa and New Zealand. The company’s distribution channel is operational in the USA, Singapore, Malaysia, and Australia.