Bunge India, a 100% subsidiary of US-based Bunge has launched its renowned Dalda refined oil in Rs 5 and Rs 10 sachets to cash in on the retail market boom and reach even lower middle class consumers.Dalda refined oil sachets have been launched with the objective to convert loose oil users into packaged oil consumers; the aim being, to provide the taste and trust of Dalda to the consumer at a convenient price point.In India, edible oil is a staple cooking medium. In small towns/cities and villages, edible oil is sold loose which is generally consumed by daily wage earners as it allows them to buy branded edible oil in small quantities at affordable price points. The company has taken this strategic step of marketing its edible oils in sachets to make the Dalda edible oils available at convenient price point to all strata's of society and meet the consumption needs throughout the country.The company will be the first national player in edible oils to get on the affordability platform with its blended oils under the Dalda brand. This will challenge the consumption of loose oil, which is not hygienic and mostly adulterated.At the retailer end too the price point packs will be convenient to sell as they are economical, can be displayed in a manner that is space saving and is easily visible to the consumer. It is more hygienic and convenient for a retailer to store and sell packaged oil than the loose kind.Unbranded edible oil still accounts for 70% of the total market. Keeping in mind the current scenario, the availability of renowned brands like Dalda in convenient price point sachets will encourage consumers to make this shift.Bunge is currently targeting the smaller cities and industrial areas with the new Dalda refined oil sachet packs. It has rolled out a massive activation plan in key states to support this strategically important launch.
