Ruchi Soya launches new Mahakosh brand of edible oils

The company unveiled brand’s new identity and a wide range of products. Ruchi Soya plans to strengthen its leadership in edible oils market by taking the overall market share from 19% to 25% by 2017, thus taking a quantum leap as against its competitors.

Mahakosh is the second largest soyabean oil brand in West Bengal with 10 percent market share and this re-launch will help the brand further enhance its market share and sales in the state.

Ruchi Soya has recently announced Bollywood actress Madhuri Dixit as the brand ambassador for Mahakosh.

Satendra Aggarwal – COO, Ruchi Soya Industries Limited said, "Mahakosh is currently the second largest brand in our portfolio with a turnover of over Rs. 2,000 crore all over India. We intend to double it within the next three years. We are launching multiple flavors of oils – soyabean, kachhi ghani mustard, rice bran, sunflower, groundnut and cottonseed under the Mahakosh brand to take advantage of its equity. East, especially West Bengal is an important market for the company and with this launch and the media campaign with Mahakosh’s brand ambassador Madhuri Dixit, we plan to fortify our leadership position in the overall cooking oil category in the region to greater heights.”

Alok Mahajan, Head of Marketing, Popular Division, Ruchi Soya informed, “Mahakaosh brand is looking to target the housewives, SEC – A, B and C. Madhuri Dixit, the brand ambassador of Mahakosh epitomizes the modern cosmopolitan woman who effortlessly delivers on her many roles – a working woman, a caring wife, a loving mother and trendsetter celebrity. She is extremely health conscious both for herself and her family. We want the Mahakosh brand to enter into the kitchens of those discerning mothers & housewives who are both health & value conscious. The pricing of the brand will continue to be on value for money platform.”