WILD Strengthens Position in India
20 Feb 2014 --- WILD is currently expanding its business activities in India: the natural ingredients expert has significantly strengthened its capacity and product portfolio thanks to investments in sites and staff. The objective is to facilitate enhanced growth for its customer base with new business lines, to improve access to raw material, while also allowing for expansion into new markets and channels.
India is one of the world's most promising growth markets. With over one billion inhabitants, it is the second-most populous country in the world after China, which makes it an extremely large target group for the food and beverage industry. Since acquiring the A.M. Todd Group in 2011, a leading provider of natural mint flavors and further ingredients, WILD has been present in India. Recently, WILD expanded its production capabilities at the site in Tarapur and opened a new site in Lucknow while the operations in Mumbai have moved into larger facilities.
“As the world continues to watch the growth in India, there is also a waiting game due to the national elections in May 2014,” said LAI Management WILD, Peter Naylor. “WILD is now positioning itself to assist the growth of our food & beverage customers once they are ready to launch new products“
At the end of last year, WILD enlarged the production facility in Tarapur which specializes in mint applications, and has invested in a new production unit for fruit flavors. This opens several new doors, such as combining fruit and mint flavors. Naylor, said: “With our competence in natural ingredients and our rapidly growing global structure, we have the option of boosting our mint business and offering the market the highest quality and innovation.” The mint products can be used in chewing gum, candies and other confectionery products. Furthermore, the acquisition gives WILD the option of expanding into new distribution channels such as oral and dental care.
“With WILD’s reputation for high quality, innovative, natural ingredients, the trend to using natural ingredients in India is a perfect opportunity for WILD to demonstrate its over 80 year pedigree in supplying natural formulations that are fit for the market,” said Naylor. "The acquisition of the mint business of AM Todd in 2011 in India targeting the food industry, especially confectionery, as well as the oral care segment gives WILD a secure and well established platform to supply fast, accurate and cost conscious products to customers looking to build their product portfolio.”
The site in Mumbai was expanded in 2013, when the employees moved into new facilities in Andheri, Mumbai's fastest-growing suburb. The site includes a new application lab for beverage developments as well as a well-equipped food lab focusing on mint and confectionery applications. In addition, further team members were hired in flavor creation, sales and purchasing. Some 30 employees are currently working in Mumbai, and the facilities are designed to accommodate further growth.
Recently, WILD has also opened a new site in Lucknow, which lies in northern India close to the main mint-growing region. An analytical lab and purchasing office are located there; the employees there are responsible for purchasing and assessing raw materials. This puts WILD in a position to guarantee that its customers have reliable access to mint products of a consistently high quality.
To achieve sustainable success in India, it is essential to have knowledge of the regional market and of flavor preferences. Peter Naylor explains: “WILD knows international markets and has decades of experience in product development, and customizes its formulations to the respective flavor preferences, always with an eye on our customers.”
With its three locations, WILD is well placed to support its global customers building their presence in India as well as to continue expanding its presence in India in the future.
by Sonya Hook
