Emami Biotech Ltd, part of Rs 3,000-crore diversified Emami Group of Companies, has announced the launch of its edible oil brand, Healthy and Tasty, in Chennai. This is the Group’s first foray into the food & beverages segment.
Emami’s `Healthy and Tasty’ refined sun flower oil is already available in West Bengal, Karnataka and Orissa. To ensure the success of the brand’s launch in TN, Emami has roped in 12,000 retailers and about 65 distributers. Aditya V Agarwal, Director, Emami Group of Companies, expects TN to contribute about 20 percent of the total business target of Rs 300 crore, during the first stages of the launch.
The other variants of the brand such as soya, palm, mustard rice bran, olive and ground nut will be available soon, informed Agarwal, and added, “We aim at being among the top two edible oil producers in India with a 10 per cent market share in the Rs 1,00,000 crore industry by 2015.”
The total consumption of refined sunflower edible oil in Tamil Nadu is estimated to be around 2 lakh tonnes per annum and Emami aims to corner 5 percent of the market share during initial stages. Manish Goenka, Director, Emami Group of Companies, said that they have aggressive marketing plans for the brand in Tamil Nadu region over the next three years. “We will invest around Rs 15 crore in TN market alone over the next three years for communication and marketing. We feel that there is enough opportunity to invest and reap the benefit in TN,” he further said.
The new TVC featuring brand ambassadors of `Health & Tasty’ M S Dhoni and Bollywood actor Preity Zinta will go on air across channels in Tamil Nadu from August 20, 2010, said Goenka. The TVC has been directed by leading Indian ad film director Prahlad Kakkar. While JWT, On Ads and Mudra have worked on the creative, the packaging of the product has been down by Evlove Creative, United Kingdom.