Ashapura: Pure nature from India

Ashapura of India is one of the six largest bentonite producers in the world. The group is also the biggest Indian exporter of bentonite and metallurgical bauxite. As well as owning huge bentonite and bauxite mines, it is involved in the production of barite, feldspar and kaolin. Its annual production volume of non-metallic industrial minerals is almost 2 million tonnes, a figure that is set to rise over the next three years to 3.5 million tonnes. Ashapura exports its products to over 30 countries in six continents. The group’s activities include the adsorptive bleaching and cleaning of oils, fats and hydrocarbons and also the production of cat litter, a segment that now accounts for roughly 15 per cent of its overall turnover.
The “Pura” cat litter range.
Ashapura has been observing the market for a long time and noted with interest how cat litter produced from natural sodium bentonite became established in the USA over a number of years. Although the company estimates the market share of products made from this material to be around 50 per cent, it stresses that one drawback of bentonite and other clumping cat litters was the high level of dust generated in production. This also made it difficult to transport the products. Ashapura Exports says that it was approached by innumerable wholesalers and retailers as well as suppliers and agents regarding this problem; a solution had to be found. The company was as good as its word. Its geologists, chemists, technical staff and packaging experts spent ten years working on the development of a cat litter that is virtually dust-free, yet offers the firmest possible clumping.
The result of this lengthy period of development was unveiled by Ashapura Exports at Interzoo: a product that the company claims is the first instantly clumping lightweight cat litter in the world. It markets the following types of litter worldwide under the “Pura” brand name: “Clumping Lightweight Ultra”, “Clumping Lightweight Traditional Size”, “Premium Clumping Ultra” and “Premium Clumping Traditional Size”. Ashapura is particularly proud of the fact that all its litter products are sun-dried and thus retain their aroma and natural colour.
To strengthen its position in the European market, Ashapura Exports is seeking distributors and general agents. The company offers its trading partners an extensive marketing package to enhance sales.
In brief
Ashapura Exports
Jeevan Udyog Building, 3rd Floor,278
D.N. road, Fort.
Mumbai-400 001 India
Tel…