Ruchi Soya launches Sunrich oil brand in West Bengal

The  company plans to take its share for Sunrich to 20 percent in next one year and to 30 percent by 2016 in the sunflower oil category in Eastern region of India. The company already has a market share of 15 percent in the state of West Bengal

Commenting on the launch, Satendra Aggarwal – COO, Ruchi Soya Industries Limited, said: “Ruchi Soya has been offering healthy and nutritious products to Indian families for over three decades now and continues to be one of India’s most trusted and popular providers of edible oil. Due to the immense faith that customers repose in us – Ruchi Soya is today India’s no. 1 edible oil manufacturer. The introduction of new Sunrich is the first step in our journey to establish a dominant presence in the sunflower oil segment in the Eastern markets. Our vision is to make Sunrich a preferred choice among Indian families by providing them unbeatable value and a best in class product at a best in class price. With this launch our intent is to take our share for Sunrich in the sunflower oil category in east to 20% and then to 30% in next 2-3 years. In order, to achieve this we have planned both ATL and BTL marketing initiatives and are looking at tripling our distribution footprint for the brand. ”

Manoj Patidar – Business Head (East Hub) of Ruchi Soya Industries Limited, said “Ruchi Soya has great strengths in terms of infrastructure and distribution channels in East India to make this new product a success. The Company commands 38% market share in most popular palm oil segment and 21% in the overall edible oil category in west Bengal. I am sure that once the consumer tries new Sunrich – a superior option to ordinary sunflower oils available in the market – he/she will get hooked to the product.”

The new Sunrich refined sunflower oil is available in 500ml and 1 Litre pouches, 2 Litre and 5 Litre jars and 15 Litre bulk pack both jars and tins.