Sangrur-based jaggery producer meets and interacts with PAU VC and Experts

Ludhiana, June 14, 2023: Wishing to expand jaggery business across Punjab and other parts of India, a food entrepreneur Sardar Karamjit Singh, hailing from the village Babanpur of tehsil Dhuri in district Sangrur and running a brand “Zimidara,” visited the Punjab Agricultural University (PAU) today and met the Vice-Chancellor Dr Satbir Singh Gosal and experts of School of Business Studies to discuss marketing strategies for business enhancement. Karamjit Singh, who is into production of jaggery (gur) and its powder, was accompanied by Nirmal Singh and Daljit Singh. The visit aimed at gaining information about branding, labelling and packaging for the extended sale of gur, which is a solution to sugar and in great demand among consumers in Punjab, across India and among Punjabi diaspora.

Lauding the entrepreneurial skills of Karamjit Singh, the PAU VC Dr Gosal said that the University has produced several entrepreneurs and startups who have ventured into their enterprises after seeking technical guidance from PAU and are earning substantially from their agri-businesses. The marketing strategies shared by PAU have transformed the agrarian culture into agri-business as well as enhanced profitability and employment opportunities, he stated.

Dr Ramandeep Singh, Director, School of Business Studies, while sharing marketing strategies, called for maintaining purity of jaggery by producing adulteration-free products. He suggested packaging gur and shakkar in food grade plastic jars and going in for food grade cardboard packaging alongwith standy packs.

Dr Sukhpal Singh, Chairman of Punjab State Farmers’ Commission, said that marketing related solutions were needed and need of the hour. It was vital to promote and enable commodity groups to handle marketing related issues so that consumer preferences could be addressed, he observed.

Dr Gurkamal Singh, Ex-Director of Horticulture, Punjab, highlighted the role of group-dynamics in agriculture related businesses.

Karamjit Singh, who was the winner in the category of jaggery during the Kisan Mela 2023, said that he was committed to packaging gur and shakkar in different types of packaging material alongwith traditional packs to attract different segments of society and make business more lucrative.