DALDA FOODS LIMITED

LOGO

The Dalda logo is simplistic yet catchy. It is a

typography in English without any symbol or intricate
design which makes brand association direct with the
brand name itself rather than a symbol. The text of the
logo is in red on a white background which is one of the
most widely used colour contrast of this primary colour
and makes the text legible and creates and association
with energy and love (motherhood). The text and white
background are encompassed in a green boundary which
is now almost symbolic of Dalda since it is constant
feature of the logo for ages now.
The logo used to have a symbolic palm tree in it,
however, it has now been removed since the product
range has been diversified to include other forms of
processed fats and edible cooking oils. The font has been
kept simple and has not changed a lot in the recent
decades. The font is soft and not edgy which is in perfect
harmony with the brand association that has been created
with motherhood. This makes the logo a perfect strategic
fit for the brand.
PROFILE
Category: Food Company Operations:
Production – Edible Oil The company is presently
operating in three food
Owners of the Brand: categories; edible oils and
Unilever Pakistan sold fats with iconic brands like
Dalda Brand to Westbury Dalda, Planta, Manpasand
Group in collaboration with and Tullo; dairy category
Unilever Employee with liquid tea whitener
Welfare Group, who Dalda CupShup and the
formed a separate company now also in the snacks
under the name of Dalda sector with Knockout
Foods (pvt) Ltd Potato Chips and Bash
Corn Puffs. i
Founded: Founded in
1937, Dada and Co; Key Competitors:
founded by Dutch company Habib Oil, Seasons
was Changed to Dalda as L
Edible Oil, Rafhan Corn
stood for Lever brothers,
after they bought the Oil, Soya Supreme
company. Cooking Oil
MARKETING STRATEGY ANALYSIS

Essence Valuesii Character

‘Mamta’ -  Integrity  Honest

Striving to make a  Fairness  Wholesome
positive  Trust  Reliable
difference in the  Accountability
lives of people
 Potential
through their
products and
services

Practicing highest
levels of ethical
standards and
providing
superior quality
productsiii

Courtesy Dalda Foods Limitediv

HISTORY

Known as Dada Vanaspati ghee in 1930s until Unilever decided to add an L in the middle
thus began the journey of Dalda vanaspati ghee. After independence Dalda continued its
journey as the pioneer in the industry and continued to innovate in the field. The first state of
the art processing plant was established in 1950s in Rahim Yar Khan. ‘Dalda ka
Dastarkhwan’ magazine was established in the 1980s and took the company to a new
direction from being a cooking ingredient to a cooking expert.
In 1999 Dalda was the first to introduce virtually trans-fat free (VTF) product in the form of
Dalda VTF banaspati.
2004 was a big year as Dalda brand was acquired from Unilever and Dalda Brand by
Unilever Employee Welfare Group in collaboration with Westbury Group to from Dalda
Foods (Pvt) Limited and continued its pursuit to bring flavor and healthy choices to the tables
and adding value to the lives of the consumer.
Dalda Foods (Pvt) Limited expanded its portfolio with the introduction of Manpasand and
Olive Oil in 2006 along with Knockout Chips and BASH corn puffs from 2015 to 2018 but
Dalda cooking oil range still remains company’s staple brand.

MARKETING INSIGHT
1. Every household has some association with Dalda based on some sort of personal or
secondary experience, whether it is consumption in the kitchen or exposure to their
brilliant marketing campaigns. For me it is strongly connected with the maternal
instinct of providing the best for the family. Bushra, Research Assistant at Punjab
Economic Research Institute. v

2. I once mistakenly bought another brand during monthly grocery run and my mother
unhappily stated: “Tmhe pta nahi hum Dalda use krtay hain, ye pta nahi ab kaisa ho
ga”. That was the time I realized that for someone who does the cooking all oils are
not the same. Ahmad, Project Engineer, National Power Parks Management Company
Limited. vi
 3. Since I am not directly involved in the affairs of the kitchen (except for eating) I am
not aware of the fine difference between Dalda or other competitors. However, I have
very distinct memories and association with the brand because of the “Jahan Mamta
waha Dalda” slogan, because of which I will opt for this brand if I have to. Haider,
HR partner Nestle. vii

4. Dalda is an inexpensive option that I utilized for a long time in the past for a all my
cooking needs. It also has a neutral taste, like canola oil which is a plus. However,
lately Seasons Canola has aggressively marketed that they have latest technology
plants that ensure low cholesterol, so I have switched. Sajida, housewife. 1 viii

5. We used to have our own desi ghee in our village home, until I got married and
shifted to Lahore. At that time Dalda was the only renowned and trusted brand and the
most viable alternative to desi ghee. As a young housewife I opted for this brand, and
it has been my first choice ever since. I did experiment with other brands, but the
children immediately sensed difference in smell and complained hence, it remains our
household choice. Nasim, housewife. 1 ix

1
Translated from Urdu
MARKETING RESEARCH
A survey by the means of a questionnaire was conducted which yielded the following results:

The participating demography (of 100 responses received) along with their most common key
words is as under:
Percentage (%)
Age Group Key Words
participation
Grocery, shopping, cooking oil,
20 – 30 14
famous in the past, less marketing
Jahan mammta wahan Dalda, yellow
30 – 40 46
color, palm tree logo, healthy
Dalda ka dastarkhwan, Zubaida apa,
40 and above 40
old yellow tin container

The key takeaway from the brand research, participated by 70% females and 30% males, is
that the brand has been able to create a strong association between its name and their product
since 56% directly corelate oil, ghee, basanpati upon hearing the name Dalda. Furthermore,
18% of the population associated the brand with motherhood which really has been at the
heart of the brand image that the company has been aiming to establish. Such strong
associations amongst the brand, its product and the value it is trying to establish is reflective
of successful branding and Dalda now needs to sustain and further strengthen this well-
established brand image.

TAGLINE
“Jahan Mamta, Wahan Dalda”
Rational: From our grandmothers to our mother’s food and cooking plays a central
part in expressing their love and in nurturing their children thus making cooking an
important medium in any era. Dalda understood that one of the primary ways
motherhoods is expressed is in the form of nourishment provided and the care
expressed through that food by a mother for their children. The philosophy “Jahan
Mamta, Wahan Dalda” is what the brand is built around showcasing that Dalda aims
to provide the same care and wellbeing to its consumers as that provided by a mother
to her child. The tag line also seeks to empower mothers across the country by giving
a perfect combination of taste and health, ensuring a healthy life for their families.
CAMPAIGN RECALL

• Mother’s Day Campaign

To celebrate Mother’s Day, Dalda Foods formed a dedicated social media community called
“Mothers of Pakistan”, that honors mothers through messages, images and videos shared by
individuals all over Pakistan to make their mothers feel special.
The campaign aims to honor mothers’ effort that they make throughout the child life and not
just one day.
Part of the campaign included partnering with TCS Sentiments for giveaways and displaying
wishes complied in video on important city roundabouts.x

• Meri Awaz Campaign

Dalda’s #MeriAwaz campaign vows to end the double standards in our society regarding the
weight and size of young kids.
Aamina Sheikh celebrity endorsement seeks to encourage mothers to make their kids eat
healthy and make them feel comfortable in their own skin.xi
• Dalda Foundation Scholarships

Dalda Foods Ltd. initiated “Dalda Foundation Trust” in 2009-10 in order to provide better
education to the community.
The foundation gives opportunities to the underprivileged students to complete their
education through a scholarship program. The program paves a path to help the students
achieve their education from matric to post-graduation.
More than 3000 students from over 2000 educational institutions and 29 educational boards
have been enlisted in the program from all over Pakistan including Gilgit and Kashmir. These
students are now studying in prestigious institutions like LUMS, IBA, NUST, DOW, KING
EDWARD, NET and UET.
Moreover, to enable the growth of its employees, it also provides scholarships to the
employees of Dalda Foods who want to enhance their knowledge and skills.xii

• Immunity Barhao Rozana

Dalda used various professional chefs and celebrities to endorse the message of boosting
one’s immunity, through the use of Daldas new Kalonji Canola Oil
Dalda is the first cooking oil brand in Pakistan to successfully take up the difficult
challenge of mixing natural Kalonji Oil standardized on Thymoquinone with Canola Oil
through a highly innovative process to bring you Dalda Kalonji Canola Oil.
A healthy and flavorful cooking oil that not only gives you Immunity Support with
Thymoquinone but it also boosts your immune system with the additional power of Vitamin
A, D & E, and Omega 3 & 6xiii

BLAST FROM THE PAST xiv

INTERESTING FACTS
  Had Lever Brother (now Unliver) not insisted, Dalda would still be known as “Dada”.
 Dada vanaspati was actually introduced by a Dutch company as a cheaper alternative
to Desi Ghee which was much more expensive in pre-partition India because it is
sourced from cow milk.
 In 1950s Dalda faced a smear campaign accusing it of misleading and falsehood as it
imitated desi ghee but was not actually desi ghee. Prime Minister of India Jawaharlal
Nehru called for a nationwide opinion poll which remained inconclusive. xv
 In 2005 Dalda became the only Pakistani oil brand to be exported to international
markets.
 Dalda Cookbook Platinum Edition won “Best Corporate Cookbook in the World”
award in 2013. xvi
 Dalda Flavors won “Best Food Magazine in the world” award in 2015. ixvii
 2005-2010 Dalda consecutively maintained its position as the best quality oil and
ghee in Pakistan.

References

Dalda | Who We Are | Our Journey

Dalda | Life at Dalda | Core Values
Dalda | Who We Are | Our Philosophy
Dalda | Life at Dalda
Bushra Fatima, Research Associate at Punjab Economic Research Institute, personal interview on November
15, 2021
Ahmad Ikram, Project Engineer, National Power Parks Management Company Limited, personal interview on
November 15, 2021
Haider Ali, HR partner Nestle, personal interview November 14, 2021
Sajida Idrees, Housewife, telephonic interview, November 19, 2021
Nasim Ahsan, Housewife, telephonic interview, November 19, 2021
https://hinasafdar.wordpress.com/2016/05/13/dalda-foods-celebrated-mothersofpakistan-this-mothersday/
https://www.brandsynario.com/resonating-meriawaz-daldas-campaign-raising-voice-against-body-shaming/
Dalda | Sustainability | Dalda Foundation
Dalda | Kalonji Oil
https://aurora.dawn.com/news/1142969
business-standard.com/article/management/40-years-ago-and-now-how-dalda-built-and-lost-its-monopoly-
115030501153_1.html
https://archive.pakistantoday.com.pk/2015/07/16/dalda-brings-home-the-gourmand-award-for-second-time/
i
Dalda | Who We Are | Our Journey

ii
Dalda | Life at Dalda | Core Values

iii
Dalda | Who We Are | Our Philosophy

iv
Dalda | Life at Dalda

v
Bushra Fatima, Research Associate at Punjab Economic Research
Institute, personal interview on November 15, 2021

vi
Ahmad Ikram, Project Engineer, National Power Parks Management
Company Limited, personal interview on November 15, 2021

vii
Haider Ali, HR partner Nestle, personal interview November 14, 2021

viii
Sajida Idrees, Housewife, telephonic interview, November 19, 2021

ix
Nasim Ahsan, Housewife, telephonic interview, November 19, 2021

x
https://hinasafdar.wordpress.com/2016/05/13/dalda-foods-celebrated-

mothersofpakistan-this-mothersday/

xi
https://www.brandsynario.com/resonating-meriawaz-daldas-campaign-

raising-voice-against-body-shaming/

xii
Dalda | Sustainability | Dalda Foundation

xiii
Dalda | Kalonji Oil

xiv
https://aurora.dawn.com/news/1142969

xv
business-standard.com/article/management/40-years-ago-and-now-

how-dalda-built-and-lost-its-monopoly-115030501153_1.html
xvi
https://archive.pakistantoday.com.pk/2015/07/16/dalda-brings-home-

the-gourmand-award-for-second-time/

xvii