The Business Bytes
TBB BUREAU
KOLKATA, OCT 11, 2022
Emami Agrotech Ltd, the branded food manufacturing arm of the diversified business conglomerate Emami Group, relaunches Healthy & Tasty, one of the leading and popular range of edible oil brands in India. With this relaunch, the brand targets a business turnover of Rs 5000 crore within the next 3-5 years.
Launched in 2010, Emami Healthy & Tasty enjoys a leading position in the West Bengal market and is one of the fastest growing brands in Northern and Western India, post its national entry in 2017.
As a part of this relaunch, Emami Healthy & Tasty reveals a brand-new packaging makeover across its 4 variants – Mustard, Soyabean, Sunflower and Rice Bran with a very modern, contemporary, and minimalistic look – significantly differentiating in the edible oil category. The new packs will portray a premium imagery and narrate a source story communicating the brand’s natural skewed identity rooted to its Indian-ness.
The brand has roped in actor Katrina Kaif as its national brand ambassador. She will be paired with Ravi Kishan, the superstar actor in a separate commercial for the brand’s mustard oil variant.
As a part of its continuous process of innovation and excellence, for the very first time in India, Emami Agrotech introduced ‘Ultralite’ Soyabean Oil, the lightest version of soyabean oil that its R&D and Technical Team with the help of global technology experts has successfully developed. The European Refining Technology used in the production process makes the oil lighter in colour, less in stickiness and lower on absorption – a healthier choice for the new-age, health-conscious consumers.
Speaking about this relaunch, Emami Agrotech Ltd President (Marketing) Debasis Bhattacharya said, “Our new packaging represents a smart, minimalistic look to establish itself as a modern progressive brand. We also believe that Emami Healthy & Tasty brand will succeed to capture a wider consumer mind space with the launch of Ultralite Soyabean Oil.”
The brand will be investing in a 360-degree marketing visibility across Television, Print, OOH and Digital to capture one of the highest shares of voice within its category.
Emami Healthy & Tasty in its new look will be available in varied pack sizes in pouches, bottles and jars at competitive price points.
