Mr. R S Venkatraman is the Proprietor of Natura Food Products in Bengaluru, Karnataka. He says majority of the sugarcane jaggery production units are following the traditional production process only. It is mainly because this industry is run by traditional people only and hence there are no new entrants who could think differently. A lot needs to be done right from varietal selection to identify suitable variety for can production keeping in view the shelf life besides suitability for product diversification. Again new product developments is to be market oriented. The superiority of jaggery over the white sugar needs to be highlighted and appropriate newer products are to be developed.