French extracts and flavours company Prova is to produce its vanilla flavouring PROVANIL, specially tailored for the Indian market, in India.
The synthetic vanilla flavouring PROVANIL has been commercialised worldwide for more than 25 years. It is said to be a good balance between natural and artificial, and to provide a complete alternative to either synthetic or natural vanilla flavouring systems, offering a technical and cost-efficient substitute for use in chocolate, bakery and biscuit dough, cereals and premixes. Its success is said to rely on its ability to enhance the taste of finished foodstuff while providing heat resistance and fat solubility - combining flavouring strength and sweetness.
Prova’s decision to produce this new version of PROVANIL in India is for two main reasons, the company said: a thorough market analysis that showed there was a booming market for this concept of a cost-effective and easy to use vanilla flavouring in India, and a decision to increase its competiveness while minimising customs fees, and logistics and administrative costs.
Prova has been present in India for one and a half years through its subsidiary in Bangalore. This choice of location reflects the desire of the company to be close to the place of production of a rare variety of vanilla. The company says that it has been a significant buyer of Kerala and Karnataka vanilla and continues to purchase vanilla from these states, when pods are available.
