Duravant charts new growth path, showcases four strategic verticals at Gulfood Manufacturing

At the Gulfood Manufacturing Exhibition, one of the most notable developments was the official launch of Duravant India, a new extension of the global Duravant brand, which is set to redefine the food processing and packaging landscape in India and beyond. In an insightful conversation, Mr Anthony D'Souza, Managing Director of Duravant India, shared the company’s strategic vision, their offerings, and the vast opportunities in the Indian and Middle Eastern markets.

Duravant India: A new era for the Indian market

Duravant, known for its expertise in manufacturing packaging and processing equipment, has already earned a strong global reputation through its subsidiary, Mespack, which specializes in high-quality flexible packaging solutions. However, Duravant’s ambitions extend far beyond packaging, as the company is now introducing four distinct verticals under the Duravant India banner to serve a broader market.

"We have been evolving as a leading player in the packaging industry, but the time has come to introduce Duravant in India," said Mr D'Souza, highlighting the expansion of the company’s services in the region. "Duravant consists of four verticals: Protein Processing, Food Sorting and Handling, Packaging Automation and Material Handling. Each of these plays a critical role in streamlining food processing, packaging, and logistics systems, offering our customers integrated solutions."

Duravant’s four vertical offerings

1. Protein Processing: Duravant’s poultry segment provides comprehensive solutions for processing machinery, including cutting, deboning, and various other poultry-specific applications. This vertical is one of Duravant’s key strengths, addressing the growing demand for efficient poultry processing in emerging markets like India and the Middle East.

2. Food Sorting and Handling: The sorting and handling vertical focuses on optimizing processes related to frozen vegetables, nuts, and French fry lines, among others. Duravant offers advanced IQ (Intelligent Quality) systems that help customers efficiently sort and process food products with precision.

3. Packaging Automation: Perhaps the most recognized in India, Duravant’s packaging segment is heavily tied to Mespack, but it also includes other notable brands such as Pattyn and Votech, providing comprehensive packaging solutions for a variety of industries. Duravant aims to elevate the packaging standards in India by introducing new, state-of-the-art technologies to ensure maximum efficiency.

4. Material Handling: The material handling vertical covers everything from warehouse logistics and parcel handling to airport logistics. This vertical is designed to streamline the movement of goods, making it particularly relevant in an e-commerce-driven economy.

"Until now, we have been known for Mespack in India, but we are now introducing Duravant India, encompassing all four of these strategic areas. The aim is to provide our customers with a one-stop solution, from processing to packaging, all the way through to material handling and distribution," explained Mr D'Souza. 

The potential of Emerging Markets

India, along with other emerging markets such as Brazil, Mexico, Thailand, and China, has been identified as key growth areas for Duravant. The company’s move to expand in these regions comes in response to the increasing demand for advanced food processing technologies, logistical solutions, and packaging innovations.

“The Indian market, in particular, offers immense potential,” Mr D'Souza noted. "We are seeing rapid growth in the food processing and packaging industries, fuelled by government subsidies and incentives for Agro-processing industries. The rise of eCommerce and consumer demand for quicker delivery times only amplifies the need for more efficient processing and packaging systems."

Duravant India, according to Mr D'Souza, aims to capitalize on this growth by offering world-class equipment that meets the high standards of the global food processing industry.

Feedback from Customers: The Shift from Mespack to Duravant India

When asked about how customers have responded to the transition from Mespack to Duravant India, Mr D'Souza shared that the reception has been overwhelming.

“Mespack has a strong reputation for quality in India, and now that we are introducing Duravant’s full suite of technologies, customers already familiar with our brand trust that the same high standards of reliability and quality will be applied to all our products," Mr D'Souza said. "The awareness is growing, and we are already seeing a positive shift in customer interest across all segments."

The feedback from the exhibition at Gulfood Manufacturing has been particularly encouraging. "Although this is our first time participating, the response has been fantastic," he remarked. "We didn’t bring physical machines but opted for videos and catalogs to give the market a taste of what we offer. Despite that, we have received excellent leads and interest from both existing and potential customers."

Duravant’s unique selling proposition: Quality and service

When asked about the core value that sets Duravant apart from other players in the market, Mr D'Souza pointed to the company’s unwavering commitment to delivering high-quality products and superior after-sales service.

“At Duravant, our goal is to provide customers with the best equipment that ensures high productivity and efficiency. This is our main focus. Cost is not the only deciding factor for us. While we understand the need for cost-effective solutions, it is crucial that the equipment we provide offers high efficiency and returns on investment (ROI) in the long run,” Mr D'Souza explained.

Duravant’s commitment to after-sales service is also a key differentiator. “We know that many companies in India face challenges with service and support. At Duravant, we have a dedicated Duravant Lifecycle Department that ensures our customers are taken care of throughout the product’s life cycle. We understand that this support is critical, especially in a market like India.”

Strategic growth and expansion

Looking to the future, Mr D'Souza is optimistic about the company's trajectory in India. “We are just at the beginning of our journey with Duravant India. We are launching these four verticals to create a unified, strong brand presence in the market. In the next year, we will see significant expansion, not just in terms of sales but also through strategic partnerships, new facilities, and potential mergers and acquisitions.”

India’s growth as an emerging economy plays a key role in Duravant’s future plans. Mr D'Souza believes that with government initiatives in food processing, a growing middle class, and the increasing importance of logistics and packaging, Duravant India is perfectly positioned to meet these evolving demands.

Duravant India at Gulfood Manufacturing

As Mr D'Souza aptly summarized, "India is on the path to becoming the second-largest economy in the world, and we are excited to be part of that journey. The opportunities here are vast, and we are committed to being a part of India’s growth story by offering world-class solutions in food processing, packaging, and logistics (material handling)."

Duravant India’s presence at Gulfood Manufacturing marks the beginning of a new chapter in the company’s global expansion. With its strong foundation, diverse product offerings, and commitment to quality and customer satisfaction, Duravant India is poised to play a key role in shaping the future of food processing and packaging in India and across emerging markets.