Jaggery Is The New Sugar, Are You Consuming Enough? Jaggercane Has The Answer!

Organic Farming By Ritika Bidawat | 2 min read

jaggery by jaggercan

Not sure how to treat anaemia or meet your body’s requirements for iron, zinc, or selenium? The answer is jaggery. Jaggery is a naturally occurring sweetener that is basically the juice of sugarcane.

In the year 2021, Navnoor Kaur established Jaggercane, with the goal of inspiring people and boosting the better of sugarcane after learning about all the benefits of jaggery. Jaggery meets over 30% of a human’s daily iron needs, even in the tiniest amount. 

And talking on your mom’s behalf – winter is the best time to fill your diet with jaggery.

Source – Jaggercane

Jaggercane is a unique company whose mission is to turn jaggery from the “sad packed food” that is typically found at the rear of department stores into a fashionable item that first captures the customer’s gaze and then wins them over. The concept is, to begin with, jaggery and afterwards boost its benefits by adding nutrient-dense ingredients like nuts and seeds.

Jaggery farmers struggle to sell their products at a profit, so one young man even created an app to address this problem Gud Ke Saathi app designed by a differently-abled student, Anant Vaishya, to help farmers sell jaggery without middlemen.

About the Founder

Navnoor Kaur graduated from Punjab University with a degree in commerce. She went on to pursue an MBA in marketing at IMT, Ghaziabad. She was hired on campus and spent two years working for a reputable company. 
She has wanted to work in the industry of food and beverages since she was a young child. She kept a journal in which she recorded all the thoughts and ideas that came to her as a young girl.

She was born and raised in a Punjabi family and was always exposed to the advantages of using organic products at home. She was familiar with the substitution of jaggery for sugar at home. What more to say, Her past determined her future.

Just like her Vinay Kothari started a company called “GO DESi which is All Set To Travel Videsh” – It is a startup promoting traditional indian sweets & snacks

The idea behind the business

Source – Jaggercan

The sugar industry in India is estimated to be worth close to 150,000 crores annually. Since sugar is unhealthy and contains empty calories, Navnoor started looking for a sugar substitute that was also affordable. The concept for Jaggercane as her own startup was the answer.

more than 50% of Indian women & children are anaemic while Jaggery is rich in antioxidants, iron, and minerals. But even with all the knowledge, it is not consumed at the rate it should be.

Due to the lack of high-quality, hygienic jaggery and the poorly organised jaggery market, it is used less frequently in meals as well as a sweetener. Jaggercane is creating its brand in such a way that it is whimsical. People get fascinated with the attractive yet simple packaging and start consuming it as an after-meal necessity on regular basis.

There are currently 6 SKUs, and each variety can be consumed alone or added to drinks and desserts. Almond, jaggery crumbs Illaichi are the top seller. The goods are offered on their website, https://www.jaggercane.com, as well as on Amazon.

Jaggery is incredibly nutritious. It is an excellent source of minerals such as calcium and iron. In contrast to sugar, which only serves as a source of sucrose, it has medicinal benefits and improves food palatability. Jaggery, on the other hand, adds a distinctive and natural flavour and is unquestionably a more wholesome and healthy sweetener than sugar.

Source –Instagram

Motivation and challenges

Its new category makes it difficult to establish a presence in consumers’ minds and hearts, which was a major challenge for the business. Jaggercane has had a very difficult time convincing individuals to make their 1st purchase. They place a lot of importance on sampling and tasting their products. 75–80% of the audience will undoubtedly purchase the product after tasting it. The department store is at war in offline distribution. It becomes challenging to stand out in the clutter of a plethora of products.

Positive customer feedback serves as the company’s main source of motivation, and they are convinced that consistent efforts made in the right direction will result in success. Jaggercane intends to leave his mark and endure for a very long time.

Feature Image – Instagram & Instagram

If you loved reading this story, you can also read Kiru Maikkapillai Left Well-Paid Job In The US To Launch The Divine Foods, Startup That Sells Organic Turmeric

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