The foods division of Godrej Industries Limited has launched ‘Godrej 100 per cent Refined Blended Vegetable Oil’ in Hyderabad to cater to the southern and western markets initially.
According to the company, the oil has a fatty acid profile that is very close to what is recommended by the American Heart Association. The ‘unsap’ matter in the oil is a rich source of anti-oxidants and micronutrients, giving it the highest cholesterol-reducing capacity.
Announcing the launch, Godrej Industries Ltd executive vice-president (sales & marketing) MY Varma said the oil was targeted at the lower price segment and being a health-focused oil it would provide higher value-for-money proposition.
According to him, the company has been planning to introduce this oil for long. After indepth research, the company has finetuned a vegetable oil blend (60 per cent refined rice bran and 40 per cent imported soyabean oil and permitted anti- oxidants), he said.
The oil, which brings out the best of both rice bran and soyabean oil, is available in two SKUs of 1 litre flexi pouch and 5 litres jar, priced at Rs 58 a litre. The company would be introducing the oil across the country in the next few months.