Olam Agro, a leading global supply chain manager and processor of agricultural products and food ingredients, has chosen Publicis Capital India as its communication partner after a multi-agency pitch that was initiated three months ago. The agency will handle the basmati rice business for the Indian subsidiary of Olam International, which has presence in 65 countries dealing in 20 agricultural products. Olam Agro plans to foray into the premium basmati rice segment in India.
Meanwhile, it is learnt that the company is in the process of finalising a media agency, though no official comments were available at the time of filing this report.
Confirming the news to exchange4media and speaking on the group launching its own brand after being on the trading side for years, Mansoor Ali, Business Head for Rice Business, Olam Agro India, said, “We aim to satisfy the specific consumer needs, backed by a world class distribution system.”
Speaking on the plans, Rajesh Khera, Vice President, Rice Business, Olam Agro, said, “Olam International is the world’s second largest rice trader, and in India, we have one of the most advanced rice mills in the heart of the rice belt at Taraori, Karnal. Today, most basmati brands are making similar offerings and we plan to stand out in the clutter. With the latest technology and domain expertise, Olam has big plans for basmati rice in India and intends to be one of the top players in the next 2-3 years.”
On winning the account, Hemant Misra, CEO, Publicis India, told exchange4media that the agency was excited about partnering with Olam Agro and was looking forward to establish the brand in this highly competitive segment.
For the record, Olam Agro is a leading name in India for commodity trading, processing & distribution of various agro-products. The group is also aggressively expanding into midstream processing activities such as sugar milling and refining, cocoa grinding and processing and soluble coffee manufacturing. The group had recently acquired Hemarus Industries to consolidate its presence in the sugar sector in India.