Mahaan Proteins Ltd. receives the 2007 Frost & Sullivan Market Penetration Leadership...

Mahaan Proteins Ltd. receives the 2007 Frost & Sullivan Market Penetration Leadership Award for Indian Protein Ingredients Market

MUMBAI, India--(Business Wire)--
The 2007 Frost & Sullivan Market Penetration Leadership Award in
the Indian Protein Ingredient Market was conferred to Mahaan Proteins
Limited at a recently held "2007 Frost & Sullivan India Chemicals
Materials and Foods Awards Banquet" in Mumbai. This award was in
recognition of the outstanding work carried out by Mahaan towards
introducing whey protein powders and concentrates in India, and
gaining a significant market share in a traditionally dominated
skimmed and whole milk powder industry.

According to Mamta Wadhwa, Director, Chemicals Materials and Foods
Practice, Frost & Sullivan, South Asia and Middle East, "Mahaan, has
led to a major breakthrough in the value-added dairy food segments in
the Indian market with its complete range of whey powders and
concentrates, with other companies following suit. Mahaan commands 80
percent plus market share in the Indian whey protein market. The Group
has also set up Manufacturing Facilities in a 100% Excise Free Zone,
meeting international standards for Contract Research and
Manufacturing services (CRAMS) for the manufacturing of wide range of
Nutraceuticals."

On receiving the award, Mr. R Goyal, Director, Mahaan Proteins
Limited, said, "We are honoured to have received this recognition from
Frost & Sullivan acknowledging the success achieved by Mahaan in the
Indian Protein Ingredients market. This award is a great reiteration
of the value that Mahaan brings to the market, through partnering with
customers, creating innovative end-use applications, technological
developments, new product applications and research studies."

The recipient of this award is evaluated on specific pre-defined
criteria which include market share gain, increase in sales, and brand
awareness efforts within the industry. This is accomplished through
interviews with market participants, end-user studies, and extensive
secondary research.

In addition to the above methodology, there are specific criteria
used to determine final competitor rankings within the industry. These
include competitive pricing strategies, strong sales force strategy,
ability to establish brand awareness through promotional activities
and advertising, strategic alliances that expand customer base and
finally product innovation which also includes developing new
technologies.

The protein ingredients market globally has seen accelerated
growth owing to its functionalities like emulsifying, water binding,
viscosity enhancing, foaming properties apart from its usual
nutritional profile. The Indian Protein Ingredients Market is broadly
classified into -Soya protein, Whey protein and Wheat Gluten. Frost &
Sullivan's comprehensive analysis indicates that the total market for
Indian protein ingredients was valued at INR 279.2 million
representing market volumes of 1650 MT in the year 2006. The soya
protein market contributes 72.0 percent of the total revenues
generated, the whey protein market contributes 23.0 percent and the
wheat gluten market contributes only 5.0 percent of the total
revenues. The estimated growth rate was 5.6 percent per annum in the
year 2006.

The soya and whey proteins would witness good growth in
nutritional and functional applications across various end use
segments including pharma formulations, tube feeding formulas, infant
formulas, functional beverages and fortified foodstuffs.

About Frost and Sullivan:

Frost & Sullivan, the Growth Consulting Company, partners with
clients to accelerate their growth. The company's Growth Partnership
Services, Growth Consulting and Career Best Practices empower clients
to create a growth focused culture that generates, evaluates and
implements effective growth strategies. Frost & Sullivan employs over
45 years of experience in partnering with Global 1000 companies,
emerging businesses and the investment community from more than 30
offices on six continents. For more information about Frost &
Sullivan's Growth Partnerships, visit http://www.frost.com.

About Mahaan

Mahaan Proteins Ltd. is the only composite dairy ingredient plant
in India that manufactures edible casein, pharmaceutical and edible
grade lactose, whey protein concentrate 70% and pure ghee.

Mahaan Proteins Ltd. has been set up with foreign technical
collaboration and has specialized in manufacturing dairy ingredients
and is currently developing caseinates and functional WPCs.It has also
added a brand new facility for spray drying specialized instantly
soluble powders for its buyers engaged in the nutraceuctical industry.

http://www.mahaanfoods.com/mahaangroup.html

Frost & Sullivan
Corporate Communications - South Asia
Remi Chatterjee, +91 22 4001 3419
fax: +91 22 2832 4713
remi.chaterjee@frost.com
or
Corporate Communications - South Asia & Middle East
Nimisha Iyer, +91 22 4001 3404
fax: +91 22 2832 4713
niyer@frost.com

Copyright Business Wire 2008