Mukesh Ghuraiya, Chief Marketing Officer of Modi Naturals, discusses the major issues affecting the Indian FMCG industry and provides an overview of the company’s 360-degree marketing strategy in an exclusive interview.
He describes the development and journey of the company’s most recent brand, PIPO, and emphasizes how its introduction took advantage of the IPL season. He emphasizes Modi Natural’s dedication to sustainable growth and how digitization and direct distribution will become more prominent in FMCG operations. Since its founding in 1974, Modi Naturals has undergone constant development in the health and wellness industry. Additionally, the business was recognized by SEA of India as the “Highest Processor of Rice Bran in India” for the years 2003 through 2005. To dominate the market for healthy cooking oils, Modi Naturals introduced the Oleev brand in 2012.
The company sells a variety of edible oils as well as pure olive oil products such as Oleev Pomace, Oleev Extra Light, Oleev Extra Virgin, and its signature Oleev Active. The business introduced Olivana Wellness in 2015, a multipurpose oil for cooking, hair, skin, and infant care. Oleev Health and Oleev Smart are two additional healthy variations that Modi Naturals introduced under the Oleev brand in 2017. To better suit the Indian palate, the company entered the ready-to-cook market in 2018 with PIPO Popcorn, which featured the exciting flavors Peri Peri, Tomato Salsa, Cheese Burst, and Desi Cocktail. The following year, in 2021, Modi Naturals introduced a line of pasta and peanut butter products under the name Oleev Kitchen.
What are the many industries in which Modi Naturals operates? What makes it unique compared to its rivals?
One of the top FMCG firms, Modi Naturals Ltd. produces the premium edible oil brand “Oleev,” the healthy food brand “Oleev Kitchen,” and the popcorn brand “PIPO.” The only multisource oil having olive oil in it is Oleev Active, our flagship product.
What were the top-selling items at Modi Naturals in 2021? Which products are currently selling the quickest?
Over the past few years, there has been a definite movement among Indians toward healthy oil. Edible oils have gained momentum in transitioning from being just a cooking oil to an effective tool for lifestyle change as urban Indians learn to value their health over taste. Some of our most well-liked goods in 2021 included Oleev Active, our blended edible oil with the benefits of olive oil, and Oleev Pomace Olive Oil. In the upcoming years, we also expect the branded and premium oil segment to grow more quickly. In the next two years, Modi Naturals Ltd. expects to invest Rs 250 crore in the production of ethanol. This project will assist the company to have a broad portfolio of businesses and is consistent with the company’s basic principles and commitment to sustainable growth.
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