EMAMI healthy & tasty edible oil nationally launched

12 Apr 2017

Emami Group takes its edible oil brand “Emami Healthy & Tasty” on a national platform by expanding its footprints in the northern and western parts of the country. 
The Group is entering Maharashtra, Delhi & NCR regions, Uttar Pradesh, Haryana, Punjab, Bihar and Odisha with its range of mustard, soybean, sunflower and rice bran oil.
Speaking on the occasion, Aditya V Agarwal, Director, Emami Group said, “We are very excited to introduce our edible oil brand – Emami Healthy & Tasty in the national market. H&T, since its launch in West Bengal, has become one of the fastest growing edible oil brands with a CAGR of around 50% for the last 3 years. The national launch is expected to triple the brand’s volume growth in a year’s time.”
Mr Agarwal further added, “We have lined up aggressive marketing plans involving both ATL and BTL activities, with a total A&M investment of around Rs.150-200 crore in the brand for it to become a Rs.5000 cr brand in the next 3-5 years. I also take this opportunity to announce Amitabh Bachchan’s association with our brand ‘Emami Healthy & Tasty’ nationally, for a universal consumer connect.”
Manish Goenka, Director, Emami Group said, “We are very aggressive with the national launch of Healthy & Tasty and have set an ambitious growth target.  We are confident of winning the consumer trust with both our quality products and innovative consumer led marketing communication.  In the 2nd phase of rollout, regions like Madhya Pradesh, Rajasthan and Jharkhand would be covered.”
Mr Goenka further added: “Emami at present has two edible oil refining units in Haldia (West Bengal) and Krishnapatnam (Andhra Pradesh) and packaging units in Jaipur with more than 5000 tonnes per day/16 lakh tonnes per annum refining and packaging capacity.   We plan to add new refining units in Jaipur and in West Coast of India to cater to the rising demand of western part of India.”
Emami Healthy & Tasty is competitively priced in a price range from Rs 90 per litre to Rs.120 per litre across its variants. The H&T range will be available in SKU’s of 5 litre jars, 1 ltr, 500 ml and 200 ml bottles, and pouches of 1 litre and 500 ml. (EOIC)