Emami Biotech Ltd part of the Rs. 2500-crore diversified Emami Group of companies today announced the launch of its first edible oil brand ‘Healthy and Tasty’ in Karnataka. This is the first such F&B foray in the Group’s 36 year old successful history.
Karnataka is a key market for Emami, having an estimated size of Rs 800-crore branded edible oil market. The second market to witness the launch after Kolkata in West Bengal, Emami is targeting nearly a 10,000 strong retail stores network in Karnataka, to begin with.
Commenting on the launch in Karnataka, Mr. Aditya V Agarwal, Director, Emami Group of Companies said “We intend to project Healthy & Tasty as health-smart oil and make it a Rs 1500-crore brand over the next five years. Karnataka has always been a key market for us and through the Healthy & Tasty launch we want to replicate the success that we tasted in case of our other brands in the region. Karnataka is expected to contribute about 10%-15% of our total sales target of Rs 300-crore during the first year of the launch”.
Emami Group unveiled its much awaited TVC of Healthy and Tasty with a special preview in Bangaluru, created by ace ad film director Mr. Prahlad Kakkar featuring cricketer, M S Dhoni and Bollywood star, Ms Preity Zinta. Emami has chalked out aggressive marketing plans for the launch of its Healthy & Tasty edible oil brand in Karnataka and earmarked an investment of Rs 10-crore for the purpose in the first year.
The product has been developed by adopting the 7 Stage European Refining Technology to create a unique combination of purity and taste through retention of natural ingredients. The 7 Stage European Refining Technology has been developed in-house. The technology helps control temperature and pressure in such a manner that oil does not lose its natural nutrients. The First Press Technology has been adopted for its Healthy & Tasty mustard oil brand.
Through the launch of Healthy and Tasty brand, Emami aims to break the myth that tasty food is not good for health and healthy food is tasteless. The three variants of the edible oil launched today included Refined Vegetable Oil, Refined Soyabean Oil and Refined Sunflower Oil, distinguishable by the presence of constituents like oryzanol, ALA Omega 3 and tocotrienols, besides having MUFA and PUFA. The constituents promote brain health, lower the risk of cardiovascular diseases and provide skin nourishment. Besides, the ingredients also help in lowering cholesterol levels and blood pressure. The Healthy and Tasty variants will be available in diverse packages like 5-litre jars, 1-litre bottles and 1 litre pouch packs to suit the convenience of the consumers. The other three variants – Blend of Soyabean and Rice Bran Oil, Refined Vegetable Oil Blend and Kachchi Ghani Mustard Oil – will be launched in the state in the near future.
According to Mr. Manish Goenka, Director, Emami Group of Companies: “Healthy & Tasty is another milestone in Emami’s journey to address the growing consumer focus on health and wellness. Initially, sunflower oil will be outsourced from units in Andhra Pradesh and the edible oil will be produced at our plant in Haldia, West Bengal. We are also in the process of setting up an experienced sales team of over 100 people from the region. Plans are afoot to set up two edible oil refineries in the west coast and south coast respectively”.
In a world populated with mixed messages on health, Emami pledged to convey the right message of good health through a well-conceived thought of conducting a live cookery show at the event today with the renowned Kannada actress Aindrita Ray
Present at the launch, chief guest Aindrita Ray said, “I am honoured to be a part of this initiative. In a developing Indian society marked by sedentary lifestyle and arbitrary eating and sleeping habits, importance of cooking in the right oil becomes crucial for maintaining health. Apart from making the food delectable in taste, Emami cooking oil is also the richest source of nutrients.”
Karnataka is a key market for Emami, having an estimated size of Rs 800-crore branded edible oil market. The second market to witness the launch after Kolkata in West Bengal, Emami is targeting nearly a 10,000 strong retail stores network in Karnataka, to begin with.
Commenting on the launch in Karnataka, Mr. Aditya V Agarwal, Director, Emami Group of Companies said “We intend to project Healthy & Tasty as health-smart oil and make it a Rs 1500-crore brand over the next five years. Karnataka has always been a key market for us and through the Healthy & Tasty launch we want to replicate the success that we tasted in case of our other brands in the region. Karnataka is expected to contribute about 10%-15% of our total sales target of Rs 300-crore during the first year of the launch”.
Emami Group unveiled its much awaited TVC of Healthy and Tasty with a special preview in Bangaluru, created by ace ad film director Mr. Prahlad Kakkar featuring cricketer, M S Dhoni and Bollywood star, Ms Preity Zinta. Emami has chalked out aggressive marketing plans for the launch of its Healthy & Tasty edible oil brand in Karnataka and earmarked an investment of Rs 10-crore for the purpose in the first year.
The product has been developed by adopting the 7 Stage European Refining Technology to create a unique combination of purity and taste through retention of natural ingredients. The 7 Stage European Refining Technology has been developed in-house. The technology helps control temperature and pressure in such a manner that oil does not lose its natural nutrients. The First Press Technology has been adopted for its Healthy & Tasty mustard oil brand.
Through the launch of Healthy and Tasty brand, Emami aims to break the myth that tasty food is not good for health and healthy food is tasteless. The three variants of the edible oil launched today included Refined Vegetable Oil, Refined Soyabean Oil and Refined Sunflower Oil, distinguishable by the presence of constituents like oryzanol, ALA Omega 3 and tocotrienols, besides having MUFA and PUFA. The constituents promote brain health, lower the risk of cardiovascular diseases and provide skin nourishment. Besides, the ingredients also help in lowering cholesterol levels and blood pressure. The Healthy and Tasty variants will be available in diverse packages like 5-litre jars, 1-litre bottles and 1 litre pouch packs to suit the convenience of the consumers. The other three variants – Blend of Soyabean and Rice Bran Oil, Refined Vegetable Oil Blend and Kachchi Ghani Mustard Oil – will be launched in the state in the near future.
According to Mr. Manish Goenka, Director, Emami Group of Companies: “Healthy & Tasty is another milestone in Emami’s journey to address the growing consumer focus on health and wellness. Initially, sunflower oil will be outsourced from units in Andhra Pradesh and the edible oil will be produced at our plant in Haldia, West Bengal. We are also in the process of setting up an experienced sales team of over 100 people from the region. Plans are afoot to set up two edible oil refineries in the west coast and south coast respectively”.
In a world populated with mixed messages on health, Emami pledged to convey the right message of good health through a well-conceived thought of conducting a live cookery show at the event today with the renowned Kannada actress Aindrita Ray
Present at the launch, chief guest Aindrita Ray said, “I am honoured to be a part of this initiative. In a developing Indian society marked by sedentary lifestyle and arbitrary eating and sleeping habits, importance of cooking in the right oil becomes crucial for maintaining health. Apart from making the food delectable in taste, Emami cooking oil is also the richest source of nutrients.”
