The Hindu Business Line : Bunge India re-launches Dalda

Bunge India has re-launched its brand Dalda. The re-launch comes as part of the company’s efforts to change the perception of the brand as purely vanaspati brand.

The brand was re-launched with a new logo and given a new identity with a focus on edible oils with healthier proposition. “Bunge understands that India and Indian consumers have changed significantly in the last few years and it was imperative to reinvent ourselves,” said Mr Adhiraj Sarin, Managing Director, Bunge India Pvt Ltd. With the domestic edible oils market growing at 4-5 per cent Bunge now is looking to increase its presence in the segment. “Forty per cent of our business comes from edible oils. In the next two years we hope to double our market share in the edible oils segment to 4 per cent,” said Mr Videsh Jaipuriar, Vice-President, Food Business, Bunge India.

The company is also looking at increasing its market share in the soyabean oils segment to 15 per cent by 2011.

Marketing drive

Bunge is planning a strong marketing campaign as well as strengthening its distribution network. The TV commercial will be on air later this month along with commercials on FM radio stations. Mr Jaipuriar claimed that the company has the second best distribution network in India. The Dalda brand’s turnover last year was Rs 550 crore and Mr Sarin said the company targets a year-on-year growth of 25 per cent for the next five years.

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Bunge India re-launches Dalda