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Marico launches sub-brand Saffola Aura; enters 600+ cr super premium edible oils category

06-May-2017
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Marico launches sub-brand Saffola Aura; enters 600+ cr super premium edible oils category

Marico has announced the launch of Saffola Aura, a new sub-brand under its marquee brand,Saffola.Saffola Aura marks the entry of Marico in the 600+ croresuper premium edible oils category. Growing at close to 25 per cent, the category presents a sizeable and attractive business opportunity that Saffola does not currently play in.

Taking cognizance of the growing need for healthy options among health-conscious consumers and the lack of a clear market leader, Marico has launched Saffola Aura, which is a blend of 80per cent Olive Oil and 20per cent Flaxseed Oil. Marico is driving product differentiation by blending in another oil to make olive oil even better. Saffola Aura claims to be different from any other olive oil since it combines the benefits of Omega 3 from Flaxseed Oil along with the antioxidants of Olive Oil in single oil. Saffola Aura is available in two variants: Extra Virgin for salads and dips, and Refined for everyday cooking.

AnuradhaAggarwal, Chief Marketing Officer at Marico, said, “Saffola Aura is a new and distinct oil with a unique blend of olive oil and flaxseed oil that offers the increasingly health-conscious consumers the combined benefits of Omega 3 and anti-oxidants. Saffola, Marico’s marquee brand that is synonymous with heart health, aims at expanding relevance with a distinct consumer group, while also building expertise and premiumness through Saffola Aura.”

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Kranti Gada joined the family business at Shemaroo in 2006 after a successful stint of over two years in marketing at Pepsi Co. She has been associated with the company for 12 years.