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Bunge India relaunches Dalda
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Thursday, 10 September, 2009, 08 : 00 AM [IST]
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Our Bureau, Mumbai
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Bunge India has relaunched its brand Dalda, once described as the poor man's ghee. The brand was relaunched with a new logo and given a new identity with a focus on edible oils with healthier proposition. "Bunge understands that Indian consumers have changed significantly in the last few years and it was imperative to reinvent ourselves," said Adhiraj Sarin, managing director, Bunge India Pvt. Ltd. With the domestic edible oils market growing at 4-5%, Bunge now is looking to increase its presence in the segment.
"Forty per cent of our business comes from edible oils. In the next two years we hope to double our market share in the edible oils segment to 4%," said Videsh Jaipuriar , vice-president, food business, Bunge India. The company is also looking at increasing its market share in the soya bean oils segment to 15% by 2011.
Bunge is planning a strong marketing campaign as well as strengthening its distribution network. Jaipuriar claimed that the company has the second best distribution network in India. The Dalda brand's turnover last year was Rs 550 crore and the company targets a year-on-year growth of 25% for the next five years.
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