Beyond sugar: EID Parry CEO Muthu Murugappan on building the future of natural sweeteners

For generations, sugar has been at the heart of India's food culture. Today, as consumers increasingly seek more natural, minimally processed alternatives, traditional sweeteners like jaggery are finding relevance again. But can an age-old product become the foundation of a modern global business?

In this exclusive conversation, Muthu Murugappan, CEO of EID Parry (India), reveals how one of India's oldest agribusinesses is reimagining the future of sweeteners through innovation, sustainability, and community-led growth.

He explores why jaggery is gaining traction as a natural alternative to refined sugar, citing its naturally occurring minerals such as iron, calcium and magnesium, lower levels of processing, and smaller carbon footprint. Muthu also shares why he believes India has a unique opportunity to build a global premium jaggery category.

He also explains how EID Parry is leveraging AI-powered precision farming, building India's first large-scale automated jaggery manufacturing facility, investing in Project Nanneer for water conservation, and working closely with farming communities to improve productivity and resilience