Marico strengthens the positioning of the Saffola model as a model dedicated to a wholesome lifestyle


Marico Industries is pushing to strengthen the positioning of its Saffola brand as a preventative food product for a healthy lifestyle, rather than just an edible oil, by adding health and wellness products to its range, according to a senior executive at the company.

Marico was on the product offensive after the pandemic and launched several products such as honey, instant noodles and immunity-boosting products under its Saffola brand.

“Today, Saffola has successfully gone from being an edible oil to a food product brand committed to a preventive, healthy lifestyle. This is where we want to bring the brand, ”Marico COO – India Sales and CEO – New Business Sanjay Mishra told PTI. It is now away from the “zone of the cure and the drug towards a preventive and healthy food,” he added.

In his opinion, Saffola is now synonymous with healthy and high-quality food. While talking about Saffola’s edible oils business, which is at its core, Mishra said it had done well, posting double-digit growth over the past 7-8 quarters.

The new product launches under the Saffola brand have also got off to a good start, he added. “Saffola honey has in a very short time become synonymous with high quality honey available in India and now has a significant market share,” said Mishra, adding that he expects saffola honey to reach Rs 100 crore this year will be.

According to him, Saffola Honey’s progress would be a benchmark for any FMCG brand to reach that magnitude within a year. “We’ll keep playing it. It’s not that we just use and expand Saffola. There are areas in which we would have to create new food brands, but at the same time it is an advantage that you have, ”he said. Similarly, Marico had entered the oat with saffola brand and now has around 90 percent market share in the“ masala oats ”segment “. “When we launched saffola oats, people knew that saffola was a good quality food,” said Mishra. He added, “It has given us enough confidence to believe that our understanding of Saffola to have healthy food and quality products is accepted and fully supported by our consumers.” New products such as honey, soy and instant noodles known as “Saffola Oodles” are all inspired by the success of Saffola Oats, he added. When asked if Marico would continue to add more Saffola branded products in the food segment, Mishra said our priority was to scale the newly launched products.

“We have entered some exciting categories and have tasted the first successes. Our priority and focus would be to make them significant in scale, solidify the position, and take on a significant stake, ”he said.

Marico is now scaling its saffola soy nuggets on a national level after having been successful in the pilot markets. The demand for immunity-boosting products will continue for some time after the pandemic. Marico has launched two products under Saffola ImmuniVeda, such as Kadha Mix Golden Turmeric Milk Mix.

(This story was not edited by Devdiscourse staff and is automatically generated from a syndicated feed.)