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Ruchi Soya launches new Mahakosh Brand of edible oils

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Ruchi Soya Industries Limited (Ruchi Soya), one of India’s leading FMCG companies and the largest maker and marketer of edible oils and soya foods in India has re-launched its power brand ‘Mahakosh’. Brand Ambassador of Mahakosh, Madhuri Dixit, unveiled the brand’s new identity and range of products. A leader in edible oil business in India, Ruchi Soya plans to further strengthen its leadership by taking the overall market share from 18% to 25% by 2017, thus taking a quantum leap as against its competitors.

The launch underlines company’s aggressive plans to focus on its brands portfolio and to increase its market share in the branded edible oil category. Mahakosh is synonymous to health and the same has been emphasized through the brand’s unique messaging of ‘Fit hai toh Future hai’.  The new Mahakosh refined soyabean oil has Omega 3 & 6, two essential fatty acids which are important for brain development, immune system function and blood pressure regulation. Mahakosh refined soyabean oil  contains polyunsaturated fatty acid (PUFA), naturally contains Vitamin E and has been fortified with  Vitamins A &D, E.

Mr. Dinesh Shahra – Founder & Managing Director, Ruchi Soya says, “Ruchi Soya is committed towards its objective of building Healthy India and this launch is a step in further consolidation of the objective. Mahakosh is currently the second largest brand in our portfolio with a turnover of over INR 2,000 crore, we plan to double the market share by 2017. The demand for packed and branded edible oil segment is expected to see a growth of 10 – 12%. We intend to launch multiple flavors of cooking oils i.e. soyabean, kachhi ghani mustard, rice bran, sunflower, groundnut and cottonseed under the Mahakosh brand to take advantage of its equity. With this launch, Ruchi Soya plans to achieve over 25% market share by 2017 in the overall edible oil category.”

Speaking about her association with Mahakosh Madhuri Dixit said, “The new positioning of Mahakosh – Fit hai toh Future hai is one that resonates strongly with me. I am a mother and worry about the proper diet, nutrition & fitness of my family.  The new Mahakosh addresses that concern completely. Mahakosh already has a tremendous heritage and goodwill across the country & offers consumers excellent value for money.  In its new avatar, Mahakosh will find its way into every kitchen.”

Mr. Satendra Aggarwal, COO, Ruchi Soya said, “Ruchi Soya has created a mass media campaign featuring Mahakosh Brand Ambassador Madhuri Dixit which will be launched soon. Madhuri epitomizes the modern cosmopolitan woman who effortlessly delivers on her many roles – a working woman, a caring wife, a loving mother and trendsetter celebrity.  She has an incredible blend of style and substance, as well as tradition and modernity. She is extremely health conscious both for herself and her family. We want the Mahakosh brand to enter into the kitchens of those discerning mothers & housewives who are both health & value conscious.”

The new Mahakosh oil is available in 500 ml & 1 Litre pouch, 2 Litre & 5 Litre jars and 15 Litre bulk pack in both jars and tins. It is available across all grocers, neighborhood kirana stores and general stores. It is also available in retail chains, supermarkets and standalone self-service stores spread across India. Ruchi Soya is currently a market leader in the cooking oils category with one the largest retail penetration of about 7 lakh retail outlets. The brand, Mahakosh is looking to target the housewives, SEC – A, B and C. The entire range and flavours of Mahakosh cooking oils would be enhanced with vitamins. The pricing of the brand will continue to be on value for money platform.

Ruchi Soya Industries Limited, with a consolidated turnover close to Rs. 30,000 crore, is India’s leading FMCG and India’s number one edible oil and soya food company. An Integrated player from farm to fork, Ruchi Soya has secured access to oil palm plantations in India and other key regions of the world. The company is also the highest exporter of soya meal, lecithin and other speciality food ingredients. The company is committed to renewable energy and exploring suitable opportunities in the sector.