Ingredients / Flavors and Colors

ROHA announces corporate reorganization, rebranding initiative

July 23, 2013
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Mumbai, India-based ROHA, a global leader in natural and synthetic colors for the food and beverage industry, announces a corporate reorganization and rebranding initiative designed to streamline service and position the company for future growth.

The company’s new organization places six divisions under the ROHA umbrella with the corporate mission statement, “Innovating for you. With you.” These divisions include established brands such as Idacol (synthetic colors), Natracol (natural colorants) and Simpsons (industrial dyes and pigments) and new brands such as Adora (natural and synthetic cosmetic colors), Essenzia (animal feed solutions) and Futurals (natural coloring foodstuffs and extracts).

The reorganization enables ROHA’s global customers that manufacture products in multiple industries and/or countries to streamline their supply-chain operations by using a single source for a variety of color additive needs.

“We believe innovation is not confined to science- and technology-based invention,” explains Mahesh Tibrewala, executive director and global COO. “We continue to create new products, but we also develop and refine services, value propositions and business models that are designed to add value to our customers’ bottom lines. In a step-by-step process, the company will be rolling out new brands and positioning them globally through our growing global network.”

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