PureCircle, the world’s leading producer and innovator of stevia sweeteners, has appointed Navneet Singh as head, South-East Asia region. In his new assignment, he will be involved in global business affairs across Asia and responsible for strategic sales and marketing.
Singh will report to Suzanna Bancroft, vice-president and head of sales, PureCircle Group, and will be based in PureCircle’s India and South Asia office. India is an important market for PureCircle, as the company aims to make stevia the next mass natural sweetener in the country by strengthening its core leadership.
With over 25 years of experience in the food and beverage industry, he will provide proven leadership over the Asia team. He has managed global businesses, sales, marketing and product development across Asia, Europe and the United States.
Singh had been recently associated with Firmenich, one of the world’s largest privately-owned fragrance and flavour companies, as vice-president, key global accounts, Greater Asia.
Commenting on this appointment, Maga Malsagov, chief executive officer, PureCircle, said, “Singh has shown exceptional knowledge of the food and beverage industry as well as the India and Asia markets.”
“We expect he will help further accelerate our growth, and reinforce our strong relationships with our partners and customers. We welcome him to PureCircle,” he added.
PureCircle is working with Indian farmers with stevia innovation to grow incomes, and support the country in addressing its sugar reduction goals, while concurrently reducing the rising graph of non-communicable diseases.
As a sustainable crop, stevia requires one-fifth of the land compared to sugarcane to provide the same sweetening power with 90 per cent lower water requirement.
From emerging brands to established Indian and multinational companies, PureCircle is helping the entire food and beverage industry in its journey of calorie reduction and making stevia an integral part of the Indian diet.
Singh said, “Rising obesity and diabetes rates are increasing health concerns across Asia. To address these ailing issues, health-conscious consumers and responsible food and beverages companies are determined to reduce sugar and calories from food and beverages.”
“As a plant-based, zero-calorie and great-tasting sweetener, stevia has achieved global acceptance. PureCircle has made significant investments into the art and science of making great-tasting stevia,” he added.
“I am elated to have been appointed to lead PureCircle’s vision to develop a thriving stevia industry in India and Asia. I look forward to contributing as a catalyst to provide a naturally-sourced ingredient from a sustainable cash crop, helping farmers generate significantly higher incomes,” Singh stated.
As the result of ongoing innovation, research and development work with stevia, PureCircle has been granted more than 100 stevia-related patents. These patents, plus over 250 pending patents and other strong intellectual property, are directed to a wide range of stevia-related products and processes.
