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Cargill India, which launched its first blended oil on Tuesday, targets 10 per cent of the growing premium ‘healthy oil’ market in India over two years.
“India currently consumes 20,000-25,000 tonnes of healthy oil a month, of which blended oil constitutes nearly half. We would like to corner about 10 per cent of this segment by the end of year two,” said Milind Pingle, Director - Sales and Marketing at Cargill India. The company is already a leader in the high-end olive oil segment with a 20-25 per cent market share.
Cargill India has unveiled its first blended oil — NatureFresh Acti Heart — which is a 50:50 blend of rice bran oil and rapeseed canola oil. Acti Heart contains the ideal Omega 6-Omega 3 ratio, higher proportion of beneficial mono unsaturated fatty acid, and is fortified with vitamin A, D and E, said Pingle.
“Besides, its high smoking point — around 260°C — makes it ideal for Indian cooking,” he added.
Cargill India has been focussing on healthy oils for a while now. “We recently launched rice bran oil under our popular brand Gemini in Maharashtra, which is doing extremely well,” said Pingle.
The Indian arm of the US giant recently tied up with Safal, Mother Dairy’s retail network of fresh vegetables and fruits, to sell its NatureFresh Sampoorna brand wheat flour.
“Safal is our new channel partner. The fact that fresh atta is being sold with fresh vegetables is giving us a boost brand-wise,” Pingle said. Cargill India has also entered other wheat products such as daliya and maida .
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