LDC relaunched its Vibhor edible oil brand in India to tap into the growing B2C market
With over 25 years of presence in India, Louis Dreyfus Company (LDC), a global merchant and processor of agricultural goods, announced today the relaunch of Vibhor, its consumer-facing edible oil brand in India, in line with LDC’s broader strategy to extend its reach further downstream in the value chain.
India’s edible oil market is rapidly expanding and is expected to reach 34.75 billion USD by 2024, with an annual growth rate of 4.94 per cent from 2024 to 2029. LDC, which has a 170-year history in agricultural commodities and supply chain solutions, recently recognised the potential in the B2C market in India, where consumption drives 60 per cent of the GDP.
The refreshed product line includes Vibhor Refined Soybean Oil, Palm olein Oil, Cottonseed Oil, Mustard Oil and Premium Vanaspati, all enriched with essential vitamins A and D, catering to today’s demand for healthy and nutritious diet options that also maintain taste attributes.
Sumeet Mittal, LDC’s Country CEO for India, highlighted the relaunch with a focus on better consumer connection through events and a comprehensive marketing strategy utilising various channels like general trade, ecommerce and quick commerce.
Mittal disclosed about farmers’ engagement and sustainability. They engage with farmers through projects ensuring fair pricing and safe farming methods, such as the Jagruti cotton project and sustainable coffee farming in Karnataka. To handle crop insecurities, they leverage global market forces and technological advances to improve yields and reduce inflation.
“The future plans for their Vibhor oil brand include exploring new categories and blends, maintaining competitive pricing, and focusing on consumer needs and market positioning,” he added.
Talking about the marketing strategy, Vikas Agarwal, Head of Downstream Marketing, India at LDC, said that it revolves around product-centric innovation, aiming to revolutionise the oil industry by building trust with consumers through superior ingredients and healthier options without compromising taste.
“The focus is on increasing market penetration in the north and west regions through localised marketing efforts such as dealer boards, in-shop branding, newspapers, radio, and local targeting,” he added.
Vibhor unveiled a new tagline, ‘Mera Vishwas Vibhor Ke Saath’ (My trust is with Vibhor), underlining the brand’s commitment to authenticity and quality. Vibhor’s brand ambassador, Rupali Ganguly, commented, “I am delighted to endorse Vibhor, a brand that embraces the importance of nutritious family meals. When I cook, I attach particular importance to ingredients such as cooking oil and I’m sure Vibhor will be a special and tasty addition to all Indian kitchens.”
