Bunge India introduces Dalda Kachi Ghani Mustard Oil sachets

Company Brief

New Delhi, December 08, 2008

Bunge India Private Limited, a 100% subsidiary of Bunge Limited (NYSE: BG) has recently introduced Dalda Kachi Ghani Mustard Oil in price point sachets of Rs. 5/- and Rs. 10/ respectively.

Dalda Kachi Ghani Mustard Oil Sachets have been launched with the objective to convert loose oil users into packaged oil consumers; the aim being, to provide the taste and trust of brand Dalda to the consumer at a convenient price point.

Dalda Kachi Ghani Mustard Oil is extracted from the first crush of select mustard crops; the extraction is done in a temperature controlled environment (extracted at 45-50 degrees Celsius) to retain the quality nutritive value and aroma of the mustard oil.

Dalda Kachi Ghani Mustard Oil has a sharp and pungent flavour and inhibits the growth of certain yeasts, molds and bacteria, enabling it to function as a natural preservative thus making it an essential ingredient for pickles.

Dalda Kachi Ghani Mustard Oil is among the healthiest of edible oils. It is composed mostly of oleic fatty acid, linoleic acid and erucic acid. At 5%, it has the lowest saturated fat content (bad for health) and a high amount of monounsaturated and polyunsaturated fatty acids, which are good for health.  It also has the ideal ratio of omega-3 and omega 6 fatty acids (15g of omega 3 fats per 100g per serve), a high content of antioxidants and vitamin E. The Alpha linolenic acid found in Dalda Kachi Ghani Mustard Oil reduces the adhesion aggregation tendency of blood platelets which decreases the risk of a heart attack. In addition, the Omega-3 fats found in mustard oil are beneficial for pregnant mothers and their infants, as it plays a crucial role in the development of the human brain during pregnancy and first two years of life.

In small towns/cities and villages, edible mustard oil is crushed and sold locally loose form in small crushing mills called ghanis which is generally consumed by daily purchasers as it allows them to buy edible oil in small quantities at affordable price points. However the quality of this oil is questionable, as is not hygienic and mostly adulterated.

“Kachi Ghani mustard oil is one of the most popular edible oils in India especially in the north and eastern parts of India. However a large percent of kachi Ghani oil is sold as loose oil where the customer is not guaranteed of the quality of the product.’ says Mr. Videh Jaipuriar VP

Our challenge lies in the conversion of customers from unbranded oil to branded oil in all strata’s of the community. Keeping in mind the current scenario, the availability of renowned brands like Dalda in convenient price point sachets will encourage consumers to make this shift”. He adds

The company has taken this strategic step of marketing its edible oils in sachets to make the Dalda Kachi Ghani Mustard Oil available at convenient price point to all strata’s of society and meet the consumption needs throughout the country.

Dalda Kachi Ghani Mustard Oil Sachet packs will carry the Dalda stamp of Quality & Trust while providing its customers magic in every drop!

Sparkling & bright Appearance: The Dalda purity gives Dalda Kachi Ghani Mustard oil it’s sparkling and bright appearance.  Filtration through a polished filter just before packing guarantees the clarity of this oil.

High Pungency & Taste: Chemical analysis & stringent quality control standards of each batch of oil ensure not only the appearance by also preservation of the pungent and sharp taste for which Dalda Kachi Ghani Mustard Oil is known.

Low smoking: The low FFA content in Dalda Kachhi Ghani Mustard oil ensures that this oil has a low smoking point.

Retention of Aroma & Longer Shelf life: The nylon barrier pouch film / PVC bottle in which Dalda Kachhi Ghani oil is packed ensures that the oil retains its sparkling appearance and pungent aroma.  It also gives the oil a longer shelf life.

At the retailer end too the price point packs will be convenient to sell as they are economical, can be displayed in a manner that is space saving and is easily visible to the consumer. It is more hygienic and convenient for a retailer to store packaged oil than in loose.

Dalda Kachi Ghani Mustard oil is also available in SKUs of 1litre pet bottle and pouch, 15 litres, 5 litres and 2 litres HDPE jars and 500 ml and 200ml pet bottles.

For further information, please contact:

LINOpinion

Nupur Bhardwaj

Mobile: 9818166416

Email: nupur.bhardwaj@lintasindia.com