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Our Bureau

DCPL plans to sell 500 tonnes of olive oil a year.

Bangalore , Aug 22

A RESTAURANT set up by a Delhi-based business house to popularise olive oil has led its promoter to spin it off into a separate business unit and replicate the experiment in other cities.

Filmi Masala, which was set up in Gurgaon as part of a marketing campaign to promote the usage of olive oil as a natural cooking medium, is proposed to be set up in Bangalore and other Southern cities on a franchise basis.

The restaurants would provide the local flavour of the celluloid films in the region, while the food cooked in olive oil would also be from the region.

Mr Narayanan Rajagopalan, President & COO (Olive Products Division), Dalmia Continental Pvt Ltd (DCPL), said: "We are planning to use Filmi Masala as a showcase for our brand, Leonardo Olive Oil."

DCPL is a member of the Rs 30-crore V.N. Dalmia group of companies, which has interests in real estate and travel.

Mr Narayanan told Business Line that DCPL plans to invest Rs 100 crore over the next five years to expand its market. A bottling plant with 5,000 per day capacity in Bhiwandi and marketing campaign with a budget of Rs 10 crore are part of the company's strategy this fiscal to consolidate its brand in the market.

In the South, the focus would be on Bangalore, which accounted for 17 per cent of last year's total sales of Rs 1.5 crore, said Mr Narayanan.

The olive oil market is set to grow to Rs 60 crore in the next four years and DCPL plans to sell 500 tonnes of the total market estimated at 2,000 tonnes a year, Mr Narayanan said.

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