A

Presentation on
Cooking Refined Oils

By -
Kavim Mathur
 Introduction
Cooking refined oil-. Refined Oils are
extracted from clean oilseed / oil cakes by
solvent extraction for further refining to
produce clear oil, free from foreign matter &
reduced carbohydrate &fats.
 Refined Oil Industry in INDIA

• Climatic conditions in India favor growing a variety of

oilseeds. On the demand side, a growing population
and vastly varied dietary habits have ensured a thriving
market for refined oil in the country.
• Unorganized, medium and small players dominate the
industry
• An average Indian's yearly refined oil requirement has
gone up from 7.0 kg in 1996-97 to 14.8 kg in 2007-08
 Sector Analysis
• Total Edible Oil market Size- Rs 50309.2 cr.

• Cooking refined oil market size – Rs 27670.45 cr.

Top 3 players:
• Marico( Sweekar & Saffola)-15%

• ITC Agro ( Sundrop )-13%

• Adani Wilamar ( Fortune )- 11 %

• The packaged branded edible oil industry is growing at 12%

annually.
 Pie-Chart Presentation
Market share ( %)

15%

Marico
ITC agro
43% 13% Adani Wilmar
NDDB
Goodrej
HLL
Others
11%

3% 8%
7%
Strategies used by Marico
 
•Saffola offers products which are designed to enable consumers to manage their
heart health without a change in their lifestyle.

•By building awareness through commercial advertisement & campaigns

•Customer Awareness: A Web site on health, www.saffolalife.com was launched in

2002 - 
- A guide for heart carers as well as proactive health seekers on various aspects
of dietary health. 
  -Provides a free personalized diet plan service, which anyone can use to get a
diet as per his or her     individual health requirements.

•Saffola also introduced Dial A Dietician service in 2004

 With its team of highly qualified dieticians this service provides everyone free and
personalized diet advice and tips on maintaining a regular health regime., `by simply dialing
the number 1800 22 2929 from anywhere in the country
 ITC Agrotech
• The company has a strong presence and a pro-active stance with

respect to modern trade. There are direct selling agreements in place

with key accounts like-

RelianceRetail,FoodBazaar,AdityaBirla,Spencer's,BhartiWalmart,

Tesco, Hypercity, D-Mart etc- improvising the distribution channel

• Trying to aware customers about health conscious through contest

,free cardiac check

• To satisfy customer by creating a culture of continuous improvement-

targeting & emphasizing customer satisfaction

 Adani Wilmar
• Fortune refreshed its positioning to create stronger consumer
relevance by keeping in line with the new brand communication,
the entire packaging was revamped in May 2009- Repositioning
• The "Ab bas toot pado" campaign was strategically launched at this
time. A time when fast- paced lifestyles and work pressures have
left people across the country with little time to eat properly, let
alone enjoy a meal. The brand found an opportunity to do a larger
good, helping consumers rediscover the 'joy of eating' with
Fortune.
• Enhancing product Line: Fortune continues to grow, and makes an
active effort to keep adding variants to its product range. The brand
has always strived towards refreshing its portfolio, keeping in mind
the ever changing needs of the consumer.
 Emerging trends
• The failure of the Indian monsoon in 2009, and the resulting crop
losses are likely to raise the vegetable oil import needs in 2010.
This, in turn, will further impact domestic edible oil prices. High
prices of domestic oilseeds make it economically viable to import
cheap crude oil from origin and refine it at Indian ports-stressing
on oil imports
• Companies aim is to involve the listeners and create a brand
image that offers a healthier lifestyle-
- More Involvement of customers ( through feedbacks )
- Companies are planning to expand product base