New Delhi, Sep 7 (Inditop.com) Dalda, the iconic Indian brand once synonymous with hydrogenated cooking mediums or “vanaspati ghee”, has been given a new identity and makeover after 75 years with its re-launch here as an edible oil with healthier proposition.
“Bunge understands that India and Indian consumers have changed significantly in the last few years,” said Adhiraj Sarin, managing director for India operations for the New York-based Bunge that acquired the Dalda brand in 2003.
“It was imperative that with edible oil business being one of our future growth drivers, Dalda needed to re-invent itself for the edible oil consumer,” Sarin told a press conference here marking relaunch of the brand.
The company said all Dalda oil variants will be now fortified with vitamins A, D and E. Apart from vitamins, the oils also have higher level of anti-oxidants.
The product range has been launched in Kolkata and Delhi and will be rolled out nationally over the next few weeks.
“The fact that Dalda has been around for 75 years shows its deep-rooted romance with Indian consumers,” said Videh Jaipuriar, vice president for foods business with Bunge India, the arm of the company listed on the New York Stock Exchange.
“This isn’t a facial change in package graphics but also a product upgrade. We hope to gain acceptance across the edible oil consumers who look for health but don’t want to compromise on taste,” he said, referring to the aversion today for trans-fats.
The company officials said they were aiming at a double-digit market share of 15 percent by 2011 in the soybean oil category with this initiative.
