Rupchanda, the "numero-uno" in the branded edible oil category, was lanched in 1996. In just over a decade, Rupchanda has almost single-handedly transformed the soyabean oil category and taken steps to sensitize the nation about the vitality of staying fit and healthy. readily packaged format was an unknown concept. Branded cooking oils were perceived as imported oils – items of middle class and elite consumption.
When Rupchanda made a foray, the edible oil market was commodity-driven and the consumer awareness was extremely low. The market was dominated by 'loose selling'- oil in readily packaged format was an unknown concept. Branded cooking oils were perceived as imported oils – items of middle class and elite consumption.
But over the years with innovation and determination has genuinely connected with the and equiped them with information about staying healthy and fit. In the last couple of years, the brand has resorted to deeper consumer engagement activities and the number of health awareness workshops, cooking competitions as well as cooking shows and Family carnivals have risen at a fast clip.
From entering a category at a time when it was completely commodity driven to building a brand that today resonates with 'happy family moments' - a consumer need-state, transcending category level associations is phenomenal. Every marketing activity in all spheres of Rupchanda is crafted and executed with the focused intent of improving the quality of life of its consumers.