The document provides product information about DiaBliss, a diabetic friendly pure cane sugar. It addresses the large health and wellness opportunity in diabetes. DiaBliss has undergone successful long term trials showing its efficacy in controlling blood sugar. It provides a competitive advantage over artificial sweeteners by being natural with no chemicals, easy to process, and indistinguishable in taste from sugar. The technology uses a proprietary herbal extract to render sugar diabetic friendly. Regulatory approvals and clinical trials demonstrate the product's safety and performance.
6. Snapshot (1/2)
DiaBliss addresses Rs. 285Bn opportunity in Health & Wellness particularly
centered around diabetics
Produces and markets diabetic friendly pure cane sugar (and related products)
through proprietary herbal formulation
Proven product efficacy through successful long term trials
Tested 100+ diabetics between 8 to 82 years of age with type 1 & 2 diabetics, for
periods ranging from 3 months to 4 years
Strong management team
Founded by serial entrepreneurs and technocrats with prior experience of
building and managing business enterprises in India and US
Positioned to launch 20+ products, immediate focus on South India
6
Soft launch in Chennai, Hyderabad, Bangalore and Mysore
Plans call for a phased retail launch in major tier 1 & 2 cities across South India
Proprietary & Confidential
Annexure 1 - 2
7. Snapshot (2/2)
Current business traction
B2C: Over 10,000 customers have consumed the product in the last
six months | 70% of retail sales are repeat purchases | Positive
feedback & confirmation of efficacy in the market
Small & medium sized institutions (bakers, food processing cos) |
Large consumer brands (Britannia, Glaxo Smith Kline, ITC) | HORECA
(Taj Group)
Future strategic extensions
7
Strong interest from MNCs and food companies to use DiaBliss sugar
in food & nutritional products for diabetics
International markets (seeing early interest already, but plan to stay
focused on India)
Proprietary & Confidential
8. Health & Wellness Opportunity
(Diabetic)
8
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9. Diabetes 101
80% of diabetic population in India is type 2
Type 1: body produces no insulin
Type 2: body either does not produce enough insulin or cells do not respond to
the insulin produced by the pancreas
Gestational Diabetes (i.e. during pregnancy)
Diabetes effects almost every organ in the body
9
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10. India Opportunity (1/2)
India – Diabetic Capital of the world!
30+% urban India population is an addressable opportunity
Metro cities diabetes prevalence rates is ~15%,
Pre diabetics constituting another 14-21%
Diabetes rates expected to double world wide in next 20 years
Top #
Country
1
India
2
China
60.9
3
United States
4
5
10
M Population % of overall
Diabetic
population
85.9
7.10%
Top #
Country
6
Mexico
4.50%
7
Indonesia
10.9
4.60%
38.8
12.30%
8
Germany
9.8
12.00%
Brazil
14.3
6.00%
9
Japan
9.3
7.30%
Pakistan
13.9
7.60%
10
Bangladesh
9.3
6.10%
Proprietary & Confidential
M Population % of overall
Diabetic
population
11.3
10.10%
Annexure 3 - 4
11. India Opportunity (2/2)
85 million diabetics + 85 million pre-diabetics
Avg diabetic’s sugar consumption/day = 25g
Vs. Indian per capita consumption (non-diabetic) = 65g/day/person
Vs. US per capita consumption (non-diabetic) = 135g/day/person
Market Size of Rs. 285 Bn
11
@ Rs. 200/kg of diabetic free sugar / artificial sweeteners
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12. Artificial Sweeteners
Artificial sweeteners are ‘chemically’ processed to deliver sweetness, albeit with a
bitter after taste Sweeteners
Brands
Saccharin
Aspertame
Equal, Sugar Free Gold
Sucralose
Splenda, Sugar Free Natura
Fructose
Dezire
Stevia
Truvia, Purevia, Sweet Leaf
Maltitol/Sucralose Blends
Sweet n Low, Sweet Twin
Sweet Pearl, Maltisweet
F&B cos have invested in this segment due to increasing market for diabetic
friendly functional foods
Coca Cola & Pepsi: Investments into Stevia based derivative extracts
Johnson & Johnson: Invention of Sucralose followed by launch of Splenda through McNeil Nutritionals
Cargill: Investments in Maltitol
Unfortunately artificial sweeteners do not meet food processing market needs
due to bitter after taste and limitations in processing parameters
12
Proprietary & Confidential
13. Artificial Sweeteners Unmet Need (1/2)
Captured 1.4% of the diabetic sugar equivalent market space
Sized at Rs. 400Cr i.e. 20,000 sugar equivalent tons @ Rs. 200/kg
Key Limitations
Health risks (chemically processed)
15% of sucralose not excreted from humans in short term studies
Common issues among sweeteners: Serious long term impacts (excitotoxicity) causing metabolic
disorders, Type 2 diabetes due to overworking of pancreas & obesity due to improper brain signaling
Complex to process, resulting in
poor down stream applications
in food processing and
formulations
Complex to break-down, resulting in poor down stream applications for food processing and
formulations taste
Bitter after
Bitter after taste
13
Proprietary & Confidential
16. Value Proposition
Create a new category of consumer products addressing unmet need of diabetic
market – Rs. 285Bn
For the first time ever, pure cane sugar made diabetic friendly through proprietary
technology solution
Address existing limitations in the system
No chemicals additives, no health risks
Easy to process into downstream products without changing formulations or processing conditions
16
Broad formulation capabilities: Sweet Meats, Chocolates, Beverages, Prepared Foods
Baking, Cooking/Frying, Low temperature applications such as ice creams
Efficacy maintained after two years of shelf life
Indistinguishable in taste, no bitter after taste
Proprietary & Confidential
17. Technology
Proven product efficacy!
Natural… no chemicals!
10 years of R&D and 4 years of product performance testing among 100+ diabetics
Colorless, odorless and tasteless proprietary herbal solution is extracted from spices using
water and no other chemicals or solvents
Limitless versatility…simple structure… multiple applications
When blended with rice renders carbohydrates diabetic friendly
Herbal solution is blended with sugar makes sugar diabetic friendly and allows glucose
present in the blood stream to be effectively absorbed by the body at a cellular level
Fruit based foods and beverages have been blended with herbal solution to render them
diabetic friendly
Technology uniqueness and patentability validated!
17
Documentation prepared and reviewed by Lakshmi Kumaran & Sridharan Attorneys
Proprietary & Confidential
18. Technology Defensibility
Active Ingredients: polyphenols, soluble fibres, potent antioxidant compounds
known to have variety of health & wellness characteristics
Enhance insulin sensitivity, improved metabolism, inhibit LDL cholesterol oxidation, inhibit
cyclo-oxygenase and lipoxygenase enzymes, inhibit lipid peroxidation
Technology defensibility
Product monographs, mechanism of action documentation and research literature
consisting of over 300 research articles has been prepared for product filings in India and
overseas (with assistance from reputed IP attorneys)
The anti-diabetic mechanism of action includes
Potent glycemic control
AA
A
18
Delay the progression of complications
Insulin releasing and mimicking actions
Inhibit glucosidase activity
Reduce insulin resistance
Inhibit gluconeogenesis and glycogenolysis
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19. Regulatory Approvals
All DiaBliss products have FSSAI certification
DiaBliss wishes to obtain desired classification under dietetic foods with the renewal filing
(will allow DiaBliss and institutional customers to make desired product claims.)
Regulatory framework of FSSAI is based on global standards for food classification, similar to
US, Japan & Europe
Categorization/VAT considerations to be decided in coming up with right classification
DiaBliss proprietary foods application for appropriate functional foods classification
will be filed in 3-4 months’ time
Application review expected to take another year due to significant load with the department.
Proprietary food filing application under preparation by DiaBliss is comprehensive and
expected to provide us all the needed documentation for Indian & as well as
international filings
19
Proprietary & Confidential
20. Competitive Advantage and Differentiation
Product
Brand Names Composition/
Manufacturing Process
Chemical Name
Aspertame Equal, Nutra
N-L-aaspartyl-LFermentation and synthesis with
Sweet, Sugar phenylalanine-l-methyl
methanol with metal catalysts
Free Gold
ester (APM)
Sucralose
4-chloro-4-deoxyFive Step Chemical Process including
.alpha.-Dchlorination of sucrose, followed by
galactopyranosyl 1.6- high temperature, low pH process for
dichloro-1.6-dideoxyfinal conversion to sucralose
.beta.-D-fructofuranoside
Saccharin Sweet' n Low, 2H-1λ6,2-benzothiazolTwo chemical synthesis processes
Sweet Twin,
1,1,3-trione
and Necta
Sweet
Stevia Truvia, PureVia, Sweetening ingredient - Minimal Processing for dark colored
SweetLeaf Steviol glycosides. Class
stevia extracts. Crystalline forms
of Compaounds found in
involves some level of chemical
Stevia plant leaf.
processing
Levulose
(Fructose)
Splenda,
Sugar Free
Natura
Dezire
D-Frustose
Extract from Apples & Oranges
followed by chemical based
purification
Taste Factors & Cooking Solutions
Health Effects
Calorific Value
Interacts with some foods and cannot Aspartame must be avoided by 4 kilo calories per
perfectly replace sugar, not thermally people with the genetic condition gram; 180 times
stable; Bitter after taste.
phenylketonuria(PKU); Recent sweeter than sugar
packaging indicates not
recommended for children.
There is still a distinct chemical taste FDA & WHO evaluated over 100 No calorific content
especially when products are used to
studies over 20 years and
make sweets. Poses processing
concluded the product is
problems during baking.
generally safe.
Thermally stable and can be used in Short term studies indicated 10almost all categories of foods.
15% accumulating in the body.
Bitter after taste.
Suspected Carcinogen (bladder 1 kilo calories per
Not thermally stable.
cancer).
gram, 10x sweeter
Bitter after taste; Can be used for
cooking and baking
Approved by FDA; Banned in
some European countries
4 kilo calories per
gram; 200-400
times sweeter than
sugar
Residual after taste for a long time; Fructose based product. A lot of 4 kilo calories per
Can be used for cooking and baking; literature on impact of fructose on
gram; Lower
Indian sweets have a distinct after taste obesity and type 2 diabetes.
Glycemic Index
than Sugar
Maltitol
Lesys,
4-O-α-glucopyranosyl-D- Maltitol is a disaccharide produced by
Maltitol is a sugar alcohol (a polyol) Some issues with laxative effects 3 kilo calories per
/Sucralose Maltisweet and
sorbitol
Corn Products Specialty Ingredients used as a sugar substitute. It has 75-90%
gram
Blends
SweetPearl®
(formerly SPI Polyols), Cargill,
of the sweetness of sucrose (table
Roquette, and Mitsubishi Shoji
sugar) and nearly identical properties,
Foodtech, among other companies.
except for browning. It is used to
Maltitol is made by hydrogenation of replace table sugar because it is half as
maltose obtained from starch.
caloric, does not promote tooth decay,
and has a somewhat lesser effect on
blood glucose.
Herbal Cane
Diabliss
Cane Sugar blended with A colourless, tasteless and odourless Only product that can claim exact HbA1c, Fasting and Post Pradial
4 calories per
Sugar
herbal extracts
extract from 7 common herbs and same taste of sugar; Thermally stable levels show decreasing trends;
gram; Lower
spices; Only water used in
and can be used in all categories of
Analysis and animal studies
Glycemic Index
preparation of herbal solution.
foods without any changes in
indicate product is safe for
than Sugar
processing parameters.
human consumption
20
Proprietary & Confidential
Annexure 5 - 8
22. Product Performance Summary
Summary of Product Usage
& Customer Testimonials
Short Term Trials
Product Trials
Sugen Life Sciences,
Tirupati
Product Characterization
SGS labs, Chennai
Long Term Trials
Glucose Tolerance Test (GTT)
data indicates DiaBliss Sugar
can be classified as low
glycemic index product
Extended GTT results with
diabetic subjects indicated
excellent blood sugar control
even with high loading of
DiaBliss sugar.
Data from diabetics who
consumed product for periods
between 3 months to 36
months indicates product is
providing significant health
benefits to diabetics
Acute & Sub-Acute Toxicity
studies in Wistar Rats
Product composition is
safe for human
consumption based on
heavy metals & pesticide
analyses
22
No detrimental impact on
animals health parameters
Histopathological studies
indicated no organ impact
when subject to accelerated
usage of product
Proprietary & Confidential
23. Low Glycemic Index Sugar
Stable and Reproducible Product with respect to low GI
DiaBliss Sugar is a Low Glycemic Index Food
Diabliss Product – consistently a low Glycemic Index Food(GI <55 => Low GI Food)
GI = 44.4 for DiaBliss sugar Vs. 60/65 for normal sugar Vs 100
Continuous GI optimizations & innovations resulting in 30% lower GI than cane sugar
Further GI Optimizations underway as part of continuous product innovation
GI = 44.4
23
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24. Low Glycemic Index Products
Indian Sweets Glycemic Action in diabetics
Blood sugar values of diabetic subjects consuming sweets shows DiaBliss
based sweets result in lower blood sugar readings due to lower glycemic
index and faster metabolism
24
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25. Low Glycemic Index Products
Indian Sweets Glycemic Action in diabetics
Millet based cookies with Whole Wheat (GI ~50-60), Kodo millet (GI ~30) & Barnyard Millet
(GI ~20-30) resulted in much lower GI versus base materials due to additional glycemic action
from herbal solution.
Formulations with additional herbal solution treatment shows a further lowering of GI
GI = 12.2
GI = 14.9
25
Proprietary & Confidential
26. Extended GTT Results Excellent Short Term Absorption of Blood Glucose
10-20% lower GI of DiaBliss
Sugar may not alone explain
the excellent absorption
characteristics
26
Over 70% of diabetics come to
fasting levels or below within 3
hours of consuming DiaBliss
Sugar
Long term trials, product
monographs & mechanisms of
action of the herbal
constituents confirms other
mechanisms at play that
further enhance the
absorption characteristics of
DiaBliss sugar
Proprietary & Confidential
27. Sample Testimonials (1/2)
Strong Emotional Branding Potential
56 Year old Type 2 Diabetic (Bakery Owner)
Parents of 8 year Old Juvenile Type 1 Diabetic
From: Imthiaz <saimthi@hotmail.com>
Date: Sat Nov 16 2013 19:24:22 GMT-0600 (Central Standard Time)
Subject: Report from Imthiaz
To: bennur@diabliss.com
From: Vaishnavi & Santosh [mailto:vasant944@gmail.com]
Sent: Sunday, September 23, 2012 4:19 PM
To: vrr@electronindia.com
Subject: our experience with Diabliss
Dear Mr.Bennur,
Dear Mr. Ramanthan,
TOOT-C Cakes
We apologize for the delay in mailing you our experience.
VIEW SLIDE SHOW
"Our son is 7 and a 1/2 now, and he was diagnosed as Type 1 diabetic, at the age of 5. When we moved to
Chennai sometime in 2011, we got to know Mr. Ramanathan, and about the sugar substitute
called 'DIABLISS'. It's been well over a year, since we've been using 'Diabliss' sugar and salt, and so far our
son's sugar levels have been stable, and we definitely feel, we are not at any great loss, due to his condition!
Diabliss to us is not merely a sugar substitute.
We find that both the sugar and salt we have used continually for over a year, enhances the taste of the
preparation made from it.
We have tried other artificial sweeteners available in the market, but none matches the taste of Diabliss.
Moreover, unlike other substitutes, this sugar lends itself to be used in any form of preparation. It can be
boiled into a syrup, or used as it is!
We also believe that in the long-term regular use, it has even helped control his sugar levels. In the course of a
year we find his Post-Prandial readings are not at all affected by the intake of edibles made from this sugar.
In fact, his hba1c has come down from 8.5 to 7.8, this half-year!
As a Type 1 patient, our son's need for insulin has not drastically increased over the months. In fact, 2 years
back, (before the use of DIABLISS), he needed a total of about 28 units. In the case of Type 1 Diabetes, given
that factors like age, growth, food-intake, metabolism and development, would necessitate a steady rise in
insulin requirement, his daily need is just 29 units. His insulin requirement has gone up by just 1 more unit,
which comes to us as great news!
We are able to satisfy our child's cravings, just as any other parent, and we are so grateful to Mr.
Ramanathan, that our child has not missed out on his sweet memories! Our son is a happy child now!
Thanks a million to Mr. Ramanathan, and to DIABLISS! We feel DIABLISS, is a miracle solution to our
major problem!
This was so much a God-given boon to us!" DIABLISS has made a profound difference in our life.
- Santosh & Vaishnavi
DOWNLOAD ALL
This album has 4 photos and will be available on SkyDrive until 2/15/2014.
Thank you very much for informing me about the DiaBliss.
I became a diabetic in January 2009 that is when I was 56 years old. Till 2009, I was very fond of
Indian Sweets, Cakes and Ice Creams. The day I turned diabetic, I completely stopped eating all
kinds of sugar added items. Even though I own a exclusive Cake Shop – TOOT-C which is
celebrating its 25th Anniversary, I could not eat my favourite cakes.
Your information on DiaBliss changed my life style once again and started tasting the cakes
which are made exclusively for diabetics using your DiaBliss sugar.
I tried your DiaBliss sugar for 10 days on various items in my baking unit and then concluded IT
WORKS. We use only 70% of DiaBliss sugar to make the cakes and it gives the same taste as
regular sugar. We made the trial batches on Muffins, Cup Cakes, Tea Cakes and Fruit Cakes. I
tested my sugar level before eating the cake – 110 mg, 1 hour after - 130, 2 hours –120 and 3
hours after - 110. Amazingly, my sugar level remained with in the limit. Whenever I eat the
similar piece of cake with normal sugar, my sugar level will shoot up to 170 mg. Now, we will be
trying other types of pasties and biscuits using DiaBliss sugar before we introduce them to
public.
I started using your other products, DiaBliss Lemon Tea which I take every morning and DiaBliss
Jam at home.
I once again THANK YOU for giving me a new lease of life.
With Regards
Please view our experience with Diabliss:
We thank you enormously Sir!
Warm regards,
Vaishnavi & Santosh
Block - B, Apartment - 2
Plaza Court Apartments,
#28 Church Road , Ramappa Nagar,
Perungudi, Off OMR Road ,
Chennai - 600-096
Cell: +91-87544-94241 / +91-87544-94248
Email: vasant944@gmail.com
" Om Sathguru Sri Seshadri Swamigal Thiruvadikkae"
=======================================
Imthiaz
27
Proprietary & Confidential
28. Sample Testimonials (2/2)
Strong Emotional Branding Potential
82Year old Type 2 Diabetic
28
61 year old Type 2 Diabetic
Proprietary & Confidential
29. Long Term Safety & Blood Sugar Control (1/4)
HbA1c trends in Type 1 & Type 2 diabetics
Excellent performance in type 1 & type 2 diabetics:
29
Type 1 30-45% lower HbA1c | Type 2 diabetics – 10-20% lower HbA1c
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30. Long Term Safety & Blood Sugar Control (2/4)
Type 1 Diabetic: Fasting, PP & HbA1c Trends
Type 1 Diabetic, Female, age 58 - HbA1c Profile
Type 1 Diabetic, Female, age 58 - Fasting & PP Profiles
9
250
Started consuming DiaBliss Herbal Cane Sugar
for Tea & Coffee
8.5
8
150
Fasting
PP
HbA1c
Blood Sugar Levels, mg/dl
200
7.5
Started consuming DiaBliss
Herbal Cane Sugar for
Tea & Coffee
100
7
50
6.5
6
0
4/3/2012
14/8/2012
15/9/2012
4/3/2012
17/9/2012
Type 1 diabetic, Age 58
9 months on DiaBliss Herbal cane sugar
40% reduction in HbA1c
30
Proprietary & Confidential
6/6/2012
14/8/2012
17/9/2012
31. Long Term Safety & Blood Sugar Control (3/4)
Type 1 Juvenile Diabetic: HbA1c Trends
8 year old juvenile
diabetic
Two years on DiaBliss Sugar
Major lifestyle improvement
Able to enjoy all kinds of foods
& sweets
Gaining body weight &
lowering insulin dosage
31
Able to go to school full-time
45% reduction in HbA1c levels
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32. Long Term Safety & Blood Sugar Control (4/4)
Type 2 Diabetic: Fasting, PP & HbA1c Trends
Type 2 Diabetic, Age 63
18 months on DiaBliss Sugar
Lowered medication by 50%; Stabilized Fasting, PP & HbA1c
32
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36. New Product Launch Low GI Cookies
Low GI Cookies
• Formulated with
DiaBliss Sugar and
choicest blends of
millets to provide a truly
low glycemic index
(GI=15) cookies which
are nutrient rich and
contains no glutens,
zero cholesterol & zero
Transfat
• Feb ‘14
36
Proprietary & Confidential
37. Pipeline Sample
Chocolates
Mints
Prepared Foods
• Filled, dark and milk
chocolates
formulated with
DiaBliss Sugar
• Commenced
development and
formulations of
world’s first diabetic
friendly mints
(Somph).
Devlopment of “Tic
Tac” equivalents
underway.
• H1 14-15
• Low glycemic index
wholesome
prepared foods
based on millets
(multi grain
porridges (sathu
mavu), Kheer Mix,
Ravva Laddu Mix,
etc)
• H1 ‘14-15
• H2 ‘14-15
37
Proprietary & Confidential
39. Manufacturing Capability
Herbal Solution Capacity
Modular expansion capability to increase production to 15 tpd
Time frame: 4-5 months lead time
Current Capacity to support production levels of 4 tons per day (tpd) production
Extraction Process extremely stable as monitored through HPLC chromatograms
used for product QA/QC
Foods Manufacturing Capability
DiaBliss Sugar Coating & Drying: Current Capacity of 4 tpd; increase increase to 15
tpd in next phase. Lead time for equipment, mainly fluid bed dryers and blenders
is 6 months
Other Foods Processing
39
Wet Foods (Jams, Ketchups): Capacity ½ tpd, ability to increase capacity in 6 weeks
Dry Foods (cereal mixes, sweet mixes, beverage mixes): Capacity 2 tpd, with capability to
increase capacity to required level in 6 weeks
Proprietary & Confidential
40. Manufacturing Capability (2/2)
Good Manufacturing Practices (GMP) to ensure consistent quality
Consistent Herbal Solution Fingerprints as measured by HPLC to ensure quality and
efficacy
Mar 2013 Batch
Feb 2013 Batch
Feb 2013 Batch
Peak Retention Peak Area Peak
No Time
Area, %
1
2
3
4
5
6
7
8
9
40
Apr 2013 Batch
Mar 2013 Batch
Retention Peak Area Peak
Time
Area, %
4.59
5.078
1606
636
2.5%
1.0%
4.588
5.35
1827
706
2.9%
1.1%
6.177
7.388
7.828
8.116
9.928
10.158
1470
1191
1273
19861
37031
145
2.3%
1.9%
2.0%
31.4%
58.6%
0.2%
6.174
7.378
7.821
8.112
9.928
10.167
1478
1125
3184
18637
36664
153
2.3%
1.8%
5.0%
29.2%
57.5%
0.2%
Apr 2013 Batch
Retention Peak
Peak
Time
Area
Area, %
4.601
5.09
5.366
6.193
7.408
7.849
8.141
9.958
10.192
Proprietary & Confidential
1909
624
648
1513
1192
2771
19853
38248
152
2.9%
0.9%
1.0%
1.0%
2.3%
4.1%
29.7%
57.2%
0.2%
