Edible oils constitute an important part of household expenditures in India. India plays an important role in the global edible oil market, accounting for a significant share of both consumption and production. However, domestic production has not kept pace with rising consumption, resulting in India meeting around half of its demand through imports. Major edible oil companies in India include Marico, Adani Wilmar, Agro Tech Foods, and Mother Dairy.

1. Presented By:-
Syeed Ali
35
(Kejriwal institute of management and
development studies)

2.  Edible oils constitute an important component
of food expenditure in Indian households .
 Edible oil industry is one of the most
important industries of agriculture sector in
India .
 India is a leading player in the industry, with
world’s largest importer from Indonesia and
Malaysia and third largest consumer .
 India is the fourth largest oil seed-producing
country in the world after USA, China and
Brazil. In all, nine types of oilseeds are
produced in India

3. Cont..
• India plays an important role in the global edible oil
market.
• accounting for 10-12% share of consumption; 6-8%
share of oilseed production; 4-6% share of edible oil
production, and 12-14% share of world edible oil
imports for OY151.
• Furthermore, the industry is highly dependent on
availability of raw material, domestic production of oil
seeds, annual rainfall, global price fluctuations and
consumer preferences.

4. Cont..
• Availability of edible oil in India has shown a
compound annual growth rate (CAGR) of 7.32% during
OY06-OY15 with y-o-y growth of 8.02% in OY15 over
OY14, whereas the growth in population has remained
at CAGR of 1.29% during 2006-2015. Majority of the
demand supply gap of edible oil in India is being filled
through imports .
• The growth in production of domestic edible oil has
not been able to keep pace with the growth of
consumption. Thus, this gap is being met by the
imports that account for almost 55-65% of the total oil
consumption during past five years .

5. Cont..
• More than 14 million tonnes of edible oil was
imported with a total value of Rs.64,396.49 crore
during OYFY15. In terms of volumes, crude edible
oil contributes about 89% and refined oil
contributes about 11% of the total import during
OYFY15. Of the 89% of imported crude edible oil,
palm oil, soybean oil and sunflower oil
contributes about 54%, 21% and 11%,
respectively. India is importing edible oil from
Indonesia, Malaysia, Argentina and Ukraine
contributing about 36%, 23%, 17% and 13%,
respectively, of total imports .

6. Cont..
• Demand of edible oil is mainly driven by increase
in per capita consumption of edible oil, rising
income levels and improvement of living
standards. However, the Indian edible oil market
continues to be underpenetrated as current per
capita consumption level of India (at 14.4 Kg/year
for 2014-15) is much lower than global averages
(24 kg/year). Furthermore, domestic
consumption of edible oil is expected to increase
with enhancement in income level and
population

7.  MARICO.
 ADANI WILMAR LIMITED.
 AGRO TECH FOODS LIMITED (ATFL).
 MOTHER DAIRY.
 VIMAL OIL & FOODS LTD.
 BUNGE LIMITED.
 CARGILL.
 RUCHI SOYA INDUSTRIES LIMITED .
 RASOYA PROTEIN LIMITED.
 GUJARAT AMBUJA EXPORTS LIMITED
(GAEL) .

8. company
• MARICO.
• ADANI WILMAR LIMITED.
• AGRO TECH FOODS LIMITED
(ATFL).(1986)
• MOTHER DAIRY.
• VIMAL OIL & FOODS LTD.
• BUNGE LIMITED.
• CARGILL.(1865)(in india 1986)
• RUCHI SOYA INDUSTRIES
LIMITED .
• RASOYA PROTEIN LIMITED.
• GUJARAT AMBUJA EXPORTS
LIMITED (GAEL)
Brands(in edible
oil)&(introduced in year)
• Suffola.(1987)
• Fortune(2000)
• Sundrop.(1989)
• Dhara(1974)
• Vimal(1993)
• Dalda.(1818)
• Gemini, NatureFresh, Sunflower
Vanaspati, Sweekar, Leonardo and R
ath.
• Mahakosh, Nutrela, Ruchi
Gold and Sunrich (1986).
• Rasoya and Sunsafe.(1992).
• Ambuja.(1991).

9. Market Shares of Edible Oil
Companies.

10. How many types of edible oil.
• Mustard oil
• Coconut oil
• Corn oil
• Cottonseed oil
• Olive oil
• Palm oil
• Peanut oil
• Rapeseed/canola oil
• Safflower oil
• Sesame oil
• Soybean oil
• Sunflower oil.

11. About Marico
• Marico is the leading edible oil company in India, which
came into existence in the year 1987. Saffola is an edible oil
brand of Marico, which is among the most selling edible oils
in the country and holds a dominant position in the market.
• Saffola uses Losorb Technology in its edible oils, that
reduces the absorption of oil in food, which makes this
brand the most preferable one. Saffola Gold, Saffola Active
and Saffola Total are some of the variants of Saffola Oil.
• Winner of multiple awards for its excellent products,
Marico has a presence in over 20 countries in the world.
Some of the countries in which the company operates are
South Africa, Malaysia, Egypt, Vietnam and Bangladesh.

12. Marico Ltd.
Industry Consumer Goods
Founded 1987
Headquarters Bandra, Mumbai, India
Key People Harsh Mariwala
Products Edible Oil, Hair Oil, Skin &
Personal care, etc.
Revenue Rs. 4008.3 crore (USD. 757.57
million)
Employees 1000 (2010)
Website www.marico.com

13. About Saffola
• Saffola is a health care brand. Its portfolio spans
product categories-edible oils,functional
foods,and salt. For the last 10 years, Saffolalife
has been educating Indians on preventive heart
care through the year. Since risk factors of Cardio
Vascular Diseases (CVD) start early in India and
prevention of these diseases requires an
integrated life course approach, Saffola has over
the years built an ecosystem which works actively
towards adopting a healthier lifestyle.

14. Products of saffola.

15. The Saffola Oils portfolio has the
following offerings.
• Saffola Total
Saffola Total is a synergistic blend which offers the benefits of Multiseed^^ Technology and Losorb
Technology**.
Saffola Total is also specifically designed for Indian cooking where oil is heated to high temperatures
that leads to the formation of free radicals. The presence of a carefully designed Antioxidant
technology withstands high temperatures and can prevent the formation of these free radicals,
thereby protecting the oil from their ill effects.
• Saffola Total also has patented Losorb Technology** which ensures that Saffola Total is 10% lower
absorbed than olive oil^. Saffola Oils are equipped with patented Losorb Technology due to which
food cooked in Saffola Oils absorbs lesser oil^. Since quantity of oil consumed every day is as
important as the right quality of oil you choose for daily cooking, Saffola Total helps you ensure
both.
• Saffola Total is a blended oil which has the goodness of two oils in one. National Institute of
Nutrition (NIN), India also recommends the use of blended oils which use a correct
combination/blend of 2 or more vegetable oils to achieve the intake of right kinds of fatty acids.
Saffola Total is a synergistic blend of rice bran oil and refined safflower (kardi) oil

16. • Saffola Gold Saffola Gold has fatty acids to
help give you a balance of MUFA and PUFA.
Saffola Gold comes with Multiseed
Technology^^ and Nutri Lock
Technology. Nutri Lock Technology protects
the natural goodness of the oil and also
contains antioxidants like Oryzanol. Oryzanol
is known to help manage cholesterol levels.
Saffola Gold is a blend of 80% rice bran oil and
20% imported refined safflower oil.

17. • Saffola Active
Saffola Active provides a balance of fatty acids
with additional benefits of Omega 3. Omega 3
fatty acids are associated with many health
benefits. Additionally, it has the advantage of
containing antioxidants such as Oryzanol and
Vitamin E. Saffola Active is a unique blend of
80% refined rice bran oil and 20% soybean oil.

18. • Saffola Tasty
Saffola Tasty provides the benefits of Omega 6
fatty acids. Omega 6 fatty acids are considered to
be essential fatty acids. They are necessary for
our health and the body can't nautrally produce
them. Hence, they need to be incorporated in
your diet. Saffola Tasty is a blend of 60% refined
corn oil and 40% refined rice bran oil and brings
you the benefits of both oils.

19. Suffola Oils
Suffola
Gold
• 1Lt. –
Rs. 150
• 5 Lt.–
Rs. 735
Suffola
Tasty
• 1Lt. –
Rs. 135
• 5 Lt.–
Rs.519
Suffola
Total
• 1Lt. – Rs.
181
• 2 Lt.–
Rs.380
• 5 Lt.– Rs.
949
• 15 Lt. - Rs.
2595
Suffola
Active
• 1 Lt.- Rs.
130
• 5 Lt.- Rs.
654

20. Place
• Very large existing distribution network.
• Marico Tried to place Saffola initially in High
value outlets.
• Further increased the reach of the product to
general stores.
• But most of the rural area is still untapped.

21. Suffola’s Supply Chain

22. PROMOTION

24. Any doubts???
Heart Age Finder

25. AWARENESS
• PRINT…
On 29th Sept TOI and Saffola delivered “One big
Birthday Party In A Newspaper

27. • Television

28. World Heart Day Ad

29. • BLINKING HEART

30. OTHER CAMPAIGNS

31. Dil Ka Haal Ad

32. Young At Heart Ad

33. Saffola Competitors.
• 1.Fortune.
• 2.Dhara.
• 3.Nature Fresh.
• 4. Sundrop.
• 5.Sweekar.
• 6.Sampriti.

34. Segmentation Targeting Positioning

35. Segmentation

36. Targeting

37. Targeting

38. Positioning

39. Positioning

40. SWOT ANALYSIS
Weakness
• Medicinal tag
• Higher cost
• Inefficient segmentation
Opportunities
• New taste variants
• 360 degree marketing
Threats
• Competition
• Failure of
campaigns
Strengths
• Higher recall value
• Higher PUFA
• Trusted Brand

41. 41
Porter’s Five Forces Analysis
Buyers power: High
Supplier’s power: High
Threat of entry
Low
Threat of substitutes
High
Thus, overall the
industry is profitable
Industrial rivalry :
High

42. Brand
Extension
International
Marketing
Future Strategies

43. Brand Equity of Suffola

44. High on the Recall
List of the
Consumer
Consumer
Research
Saffola’s New Mantra Of Marketing

45. Milestones
1999 Acquire P&G anti-lice brand Mediker
2000 Acquire Kanmoor Foods for manufacture of jams, sauces and other
fruit and vegetable products.
2001 Acquire Parachute and Saffola brand from “BOIL”
2003 Acquire Sundari LLC from the USA, a manufacturer of ayurvedic
products.
2004 Introduce the Kaya Skin Clinics offering scientific, unisex and
dermatological procedures for skin care
2006 Acquire herbal bath soap brand Manjal from Kerala and made a
entry into soap markets.
2009 Awarded the NDTV Profit Business Leadership in the FMCG
(Personal Hygiene) Category
2010 Won ‘Silver’ at the Greentech Environment Excellence Award in the
FMCG Sector

46. Global Presence
• Today, Marico has a presence in over 25 countries across Asia
and Africa. Every month, over 70 million consumer packs from
Marico reach approximately 130 Million consumers in about
23 Million households, through a widespread distribution
network of more than 3.3 million outlets in India and
overseas.
• Marico's International Business Group (IBG) saw a 5 years top
line CAGR of over 44% in the year ending 2011, with an
organic CAGR of above 36% during the same period. Today,
IBG has an annual turnover of over USD 160 million. (2010-
11).

47. Core Competence
• Market leadership
• Wide distribution channel- Access to rural market
• Converted commodity into product

48. Achievements
• Marico’s “Saffola Heart Day” campaign won a Bronze at Asia
Pacific Effie, Singapore 2008
• Kaya - Best retailer in the Beauty and Fitness category, India
Retail Forum, 2007
• One of India’s 10 Best Marketers
• Brand leadership award at the Brand Summit, 2006

49. Product Life Cycle

50. Conclusion
• Over the years, the brand Saffola has become
renowned for its expertise in Heart Care,
thanks to the consistent introduction of
innovative product like heart healthy cooking
oil and foods.
• Saffola has become a powerful brand and has
created a strategic position for itself and will
continue to penetrate our life’s one heart at a
time.

51. About Corn Agro Food.
• Agro Tech Foods Limited was incorporated in the
year 1986 and presently stands among the
leading edible oil companies in India. The
company offers edible oils under the brand name
of Sundrop, which was introduced in the year
1989.
• Sundrop offers edible oils that contain Oryzanol,
Vitamins and Fatty Acids, which ensure good
health and helps in lowering the cholesterol level.
Heart Lite, NutriLite and Slimlite are some of the
variants of Sundrop Oil.

52. • ConAgra Foods, Inc. is an American packaged foods
company headquartered in Chicago, Illinois. ConAgra makes
and sells products under various brand names that are
available in supermarkets, restaurants, and food service
establishments.
• Headquarters: Omaha, Nebraska, United States
• CEO: Sean Connolly (Apr 2015–)
• Revenue: 17.7 billion USD (2014)
• Founded: 1919
• Net income: 468 million USD (2012)
• Subsidiaries: ConAgra Foods Lamb Weston, more
• Founders: Frank Little, Alva Kinney

53. sundrop
Parent company Agro Tech Food
category Cooking oil
Sectore Food products.
Tagline The healthy oil for healthy people
Usp Low cholesterol edible oil

54. About sundrop.
• Sundrop is one of the largest brands in the premium segment of
refined oil consumer packs. What started in 1989 as sunflower oil,
in a predominantly groundnut and mustard oil market, Sundrop
today offers a wide range of healthy oils to its consumers. The
Sundrop brand stands on four pillars of "Health", "Taste",
"Lightness" & "Vitality", which have been built over the years
through its strong and differentiated positioning - "The healthy oil
for healthy people", which has a high recall value & consistent
quality. Sundrop offers a host of products that bring out the real
taste of good food while making it light & easy to digest. Sundrop
offers 100% purity and offers the goodness of vitamins and other
essential nutrients, which makes it the ideal choice for people
looking for a healthy lifestyle Sundrop offers a wide range of edible
vegetable oils to meet the lifestyle requirements of a varied
consumer base in the market.

55. Sundrops Products.

56. Super lite Advance.
• Sundrop SuperLite Advanced was launched in 2009 as a variant of
Sundrop SuperLite. Sundrop SuperLite Advanced has added DMPS
(Dimethyl Polysiloxane), which ensures that the absorption of oil is
less while cooking, as compared to any ordinary oil. Its advanced
refining process makes it extra light.
• Sundrop SuperLite Advanced is also enriched with Vitamin A and D
which takes care of upto 25% of daily requirement of these
essential vitamins. So when you cook food using Sundrop SuperLite
Advanced your family eats well & stays active throughout the day.
• Sundrop SuperLite Advanced is low in saturated fats and high in
unsaturated fats. It is rich in natural vitamin E & Omega-6, an
essential fatty acid vital for the proper functioning of the body.

57. Heart cooking oil.
• Sundrop Heart was launched in 2003, under the fast
growing Heart Care Category in Refined oils and has been a
preferred brand since then. Sundrop Heart is a scientific
blend of physically refined rice bran oil (80%) and refined
sunflower oil (20%). It is rich in a bio-active component
'Oryzanol' that helps reducing cholesterol levels.
• It has been researched and scientifically proven that
Sundrop Heart Helps Reduce Cholesterol in 30 Days.
Sundrop Heart has been tested on Indian subjects.
• It has two types of natural anti-oxidants.

58. Gold lite
• Sundrop Goldlite was launched in 2009 under the fast
growing category of blended oils. It's a scientific blend
of Refined Sunflower Oil (60%) and Refined Corn Oil
(40% ), Sundrop Goldlite is low in saturated fats which
makes it less sticky and light.
• It contains Essential Fatty Acids which cannot be
synthesized by our body and antioxidants which are
known to boost our immune system, which makes it a
preferred choice amongst health conscious consumers

59. Olivea oil
• A known fact – "Olive Oil is good for health".
Another known fact – "Olive Oil is not suitable for
Indian Cooking". Sundrop brings you "Sundrop
Olivea" which brings you both, the "Goodness of
Olive Oil" and it is "Suitable for Indian cooking
(including frying)""
• A unique blend of Olive – Pomace Oil (20%) &
Refined Sunflower Oil (80%), Sundrop Olivea is
rich in Natural Vitamin E which helps build
immunity.

60. Nutrilite oil.
• Reintroduced in 2008, Sundrop Nutrilite is an
enriched scientific blend of Refined Soyabean Oil
(80%) and Refined Sunflower Oil (20%), refined
using an advanced process which makes it extra
light and brings out the real taste of food.
• It is a rich source of nutrients ranging from
Vitamins A, D, and E. It also contains essential
fatty acids like Omega 3 and Omega 6

61. Nutrifit cooking oil.
• Reintroduced in 2008, Sundrop Nutrilite is an
enriched scientific blend of Refined Soyabean Oil
(80%) and Refined Sunflower Oil (20%), refined
using an advanced process which makes it extra
light and brings out the real taste of food.
• It is a rich source of nutrients ranging from
Vitamins A, D, and E. It also contains essential
fatty acids like Omega 3 and Omega 6

62. Lite sundrop oil
• Sundrop Lite launched in June 2012, is a scientific blend of
Refined Sunflower Oil (80%) and Refined Soyabean Oil
(20%).
• It is a light colored & nutritious blend, which offers Natural
Vitamin E and meets its 100% Recommended Dietary
Allowance.
• It also contains Omega 6 which is essential for important
physiological functions.

63. Heartlite cooking oil.
• A new entrant to the Sundrop Family, Sundrop Heartlite was introduced in
2013. This unique blend provides the Goodness of Canola Oil (30%) as and
Sunflower Oil (70%).
• Sundrop Heartlite is upto 55% less in Saturated Fatty Acids as compared to
an ordinary cooking oil and hence, helps "Manage* cholesterol" better**.
• It contains nutrients like Omega 3 & Omega 6 Fatty Acids and Vitamin E. It
is light and suitable for all kinds of cooking
• * 'Nutrient Requirements & Recommended Dietary Allowances (RDA) for
Indians - 2010', National Institute of Nutrition, ICMR (2010).

64. Super lite refined sunflower oil.
• undrop SuperLite is a 100% Refined Sunflower oil and is synonymous with
the brand Sundrop. It enjoys a wide base of loyal customers. It is enriched
with Vitamins A, D to provide upto 25% of daily requirements. So when
you cook food using Sundrop SuperLite, your family eats well & stays
active throughout the day.
• Sundrop SuperLite is low in saturated fats and high in unsaturated fats. It is
rich in natural vitamin E & Omega-6, an essential fatty acid vital for the
proper functioning of the body.
• Based on a fat consumption of 20 g/day as recommended by ICMR (1990)
and WHO/FAO guideline (1998). Subject to vitamin loss due to cooking
process which would vary depending on the food item and the heat to
which the oil is subjected to.

65. Slimlite Cooking Spray.
• Sundrop SlimLite Cooking Spray launched in 2011 is the next generation way of
cooking food which helps you stay slim and healthy. It controls usage of cooking
medium without compromising on taste hence, offering the best way to manage
weight.
• It provides an easy and a convenient way of cooking. It gives you a low calorie
cooking experience. Simply Spray (On a Non-stick/Normal pan) Heat and Cook
your yummy meals. The food cooked in Sundrop SlimLite is low on calories, but
high on taste. Its' "NO-STICK" feature does not allow the food to stick on the pan,
hence, less of cooking medium is used and you consume lesser calories.
• Sundrop SlimLite can be used in all types of cooking such as sautéing, grilling, stir
frying, baking or roasting and BBQ. Now make all your favorite meals like Fried
Eggs, Mix vegetables, Uttappas, Rajmas, Cheela etc. Without the guilt of extra
calories, only with Sundrop SlimLite

66. Sundrop Oils
Superlite
advance
• 1Lt. –
Rs. 200
• 5 Lt.–
Rs. 987
Gold lite
• 1Lt. –
Rs. 135
• 5 Lt.–
Rs.540
olive oil
• 1Lt. – Rs.
193.
• 5 Lt.– Rs.
988.
Nutrilite
oil
• 1 Lt.- Rs.
135
• 5 Lt.- Rs.
713

67. Segmentation Targeting Positioning

68. Segmentation
• Health conscious adults

69. Target groups
• All age groups, middle and high income,
health conscious people

70. Positioning
• Healthy cooking oil

71. SWOT
Strength
1.Dominant player and largest seller
of edible oil
2. Uses health platform.
3. mass market for edible oil through
its low priced brand Crystal.
Opportunities
1.Sharp increases in demand of
branded oil.
2. High market awareness in
metropolitan city of branded oil,
3. Health conscious people
increasing.
Threat
1.Highly competitive industry.
Weakness
1.Limited market penetration in
edible oil market.
2. Rural area.
3. Limited market penetration in
food processing industry.
4. Price of product is slightly high
that affect the demand.

72. Competitors.
• 1 Fortune
• 2.Dhara
• 3.Nature Fresh
• 4.Saffola
• 5.Sweekar
• 6.Sampriti

73. 73
Porter’s Five Forces Analysis
Buyers power: High
Supplier’s power: High
Threat of entry
Low
Threat of substitutes
High
Thus, overall the
industry is profitable
Industrial rivalry :
High

74. Product Life Cycle
sundrop