The Hindu Business Line : Ruchi Soya launches 2 new products in western region

Ruchi Soya Industries Ltd (RSIL) launched two new products - Ruchi No. 1 soap and Marigold Vanaspati - in the western region of the country this month.

The company announced its foray into the soap and vanaspati segment early this year.

"The company entered western India this month and these two brands are now available in Maharashtra, mainly in Mumbai and Pune. It introduced its Vanaspati brand `Marigold' in North India in the last week of January 2006 through a network of 50,000-55,000 retail outlets in the States of Uttar Pradesh, Haryana, Punjab, Himachal Pradesh, Rajasthan and Uttranchal," Ms Amrita Shahra, Head of Business Development, RSIL, told Business Line.

Marigold vanaspati is available in two packs of 500 gm and 1 kg and is priced at Rs 28 and Rs 55, respectively. Ruchi No. 1 soaps will be available in two sizes of 75 gm for Rs 8 and 100 gmfor Rs 10 per pack in three different fragrances — Rose, Jasmine and Lime.

"Marigold has been launched primarily to cater to the upmarket health-conscious consumers while we have introduced Ruchi No. 1 at relatively low prices," she said.

"After extensive research and development, Marigold has been formulated as a product that has an almost ghee-like texture. This new product offers a healthy alternative to the traditional vanaspati due to relatively low trans fatty acids," Ms Shahra said.

The market size of consumer packs in premium brand is about 6,500 tonnes (Rs 5,000 crore) in northern States.

To cover more cities

"RSIL hopes to increase its share in the vanaspati market from 15 per cent to almost 22 per cent in the next quarter. In the next 3-6 months, the company is also planning to launch these products in other parts of the country such as East and South, mainly in the bigger cities," she said.

RSIL is one of the top five FMCG majors in the country and has in its kitty other leading edible oil brands such as Nutrela, Ruchi Gold, Mahakosh and Sunrich. It has national market leadership with 19 per cent market share in the packaged consumer oil segment - in the refined oil in consumer packs category.

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