Sante (Health Technology) Products is a company started by two enterprising entrepreneurs, Mithra and Bindhu Aravapalli. Backed with the expertise of having started and successfully run a software company in New York, USA, worth $25 million, they have ventured into India with the vision of providing health food products. This venture will bring to India 100 per cent natural products that will definitely be a welcome change. Sante is launching three brand new products under the brand name ‘Mistura.’

Mithra Bindhu worked at IBM, USA, for a while before launching her own IT company called FAST Inc, in New York. The company grew rapidly from meagre $15,000-sales in 1993 to a staggering $20 million in 2000. As President of FAST (Friendly Advanced Software Technology) Inc, she was solely responsible for business development and sales management, on a daily basis. The company received KPMG's award for the fourth fastest growing IT company in Long Island, NewYork. She has a penchant for innovative concepts and success.

Bindhu Aravapalli was working at the IBM Competency Centre, Rochester, Minnesota, in a senior advisory position. He also worked as an advisor for publishing a book on Performance Management, a brainchild of IBM International Technical Support Center. He later joined Mithra at FAST Inc as CEO. He was responsible for meeting delivery deadlines. He was heading the operations, managing finance and also conceptualised several strategies which helped catapult the company to new heights.

Mithra and husband Bindhu Aravapalli are the directors of Sante, assisting in the areas of business strategy as well as financial management. With their strong business acumen, they are aiming at revolutionising the health beverage industry in India with the Sante range of products including ‘Real Almonds’, ‘Chocosprouts’ and ‘Hi-Proteen’.

Currently, they have set up an offshore software development facility at Hyderabad, India, in collaboration with venture capitalists from USA, providing B2B solutions. This company will target US companies and will soon open branches in Bangalore in the near future.

While Sante embarks on the journey with the mission of bringing better health products to the markets, it will also follow its vision of providing valuable labour to the people of Karnataka, in the process contributing to the economy of the state.

indiamarkets: Tell us about the three products that Sante offers.
Mithra Bindhu: Real Almonds is a drink that will, in addition to supplying essential, naturally occurring carbohydrates and minerals, also contain real almonds to enhance the flavor. Traditional remedies for treating heart ailments, almonds have been used for ages. In fact, even modern science has proven beyond doubt that almonds, with their mono-unsaturated fats actually help in regulating coronary functions. Ideal for busy executives with irregular eating habits, ‘Real Almonds’ are a must-have supplement. To be available in all leading stores across the city, Real Almonds will be packed in 200g cartons.

Chocosprouts is a health drink processed from naturally sprouted cereals and pulses. The drink is ideal for children, as they live in a highly competitive world, with a fast paced lifestyle. An ideal in-between-meals beverage, the drink supplements children with essential carbohydrates, proteins and minerals, ensuring a steady supply of all the required nourishment. This too shall be available in 200 g cartons.

Hi-Proteen, as the name suggests, is a high protein mix made from the goodness of natural ingredients like sprouted cereals and pulses. The product available in powder form can be best consumed as a high energising porridge. It can be used with aata for making chappatis or bread, or it can be used for thickening the gravy in vegetarian and non-vegetarian dishes. The mixture is ideal for growing children as it enhances growth and builds resistance in them and can also be used as an ideal supplement for the elderly. Recommended even for professional athletes and body builders, the product contains essential amino acids that form the building blocks of the body and ensures a high rate of metabolism.

indiamarkets: With what aim was Sante set up?
Mithra Bindhu: Sante’s vision is to help others achieve their dreams through education, gainful employment and nurturing the entrepreneur spirit. Its mission is to provide affordable quality food products that contribute to the health of the person. We will build customer and employee equity.

indiamarkets: What made you enter this field of healthfood?
Mithra Bindhu: Ten years ago, I worked for IBM and then started a new company in Long Island, NY, which merged with a bigger company. I feel that after IT, healthcare will witness the big boom. That's why I wanted to diversify into health. Last year, in April, we bought over ‘Mistura’ in Mysore. In Italian, ‘mistura’ means ‘mixture’. But then we had to wait till Sudhakar, our consultant and the person who owned this unit, recover from an illness.

Of course, I still help my husband in IT matters. Right now, we are looking at companies to buy them over.

indiamarkets: When were these products launched?
Mithra Bindhu: We launched all the products on Feb 7, 2001, and are now focusing on availability of retail centres – we want width in this activity.

indiamarkets: How are these products different from other similar ones?
Mithra Bindhu: One, in most similar products, the badam is yellow. But in our products, there is real badam, which is white and not yellow. There are real badam flakes that you can munch on.

Two, there are no added vitamins in any of our product. We believe that when vitamins are added, their absorption is very, very less. For instance, many Indian women have very little iron - they should therefore eat lots of spinach from which iron is absorbed 100 per cent, instead of iron tablets as doctors prescribe.

Third, our products have very less sugar too. That's an added advantage these days.

indiamarkets: Where are all these products made?
Mithra Bindhu: We have a factory here in Bangalore, which has a total capacity of 30 tonnes a month of output.

indiamarkets: How are you advertising your products?
Mithra Bindhu: A campaign is already on, through slides, buses and commercials. We plan to intensify the campaign across more states.

indiamarkets: Are there other products in the pipeline?
Mithra Bindhu: Though Sante has already made a significant step towards underlining its presence in the health food industry, the company has many more ambitious plans on the anvil for the future. The plans for the future include a health drink for diabetics and people suffering from cardio-vascular ailments amongst other nutritious products.