B. P. Oil Mills is refreshing packaging across its three oil categories and exploring expansion into new FMCG segments
Hathi Edible Oil, the flagship brand of B. P. Oil Mills, is targeting 35-40 per cent growth over the next year on a turnover of more than Rs 1,000 crore. The company has appointed actor Anupam Kher as its brand ambassador and refreshed packaging across its mustard, groundnut and soybean oil categories as it looks to grow the business.
The company, established in 1912, sells its products through more than 2.5 lakh retailers and over 4,500 distributors and dealers. It also operates more than 25 company-owned depots and has an online presence across platforms including Amazon, Flipkart, Blinkit, BigBasket and Zepto.
Kacchi Ghani Mustard Oil is the brand’s flagship product. B. P. Oil Mills is also exploring expansion into additional fast-moving consumer goods (FMCG) categories, although it has not disclosed the segments under consideration.
“Hathi represents a legacy built over 114 years, with its products becoming part of the everyday cooking traditions of Indian households. As we look ahead, our focus is on strengthening this legacy while evolving the brand for changing consumer preferences. Anupam Kher’s versatility and enduring connection with audiences make him a strong partner in this journey. We see this association as an opportunity to reinforce Hathi’s brand equity and take its story to a wider consumer base,” Bharat Bhagat, Managing Director, B. P. Oil Mills.
The company has not disclosed a revenue breakdown by product category or specified how much the new initiatives are expected to contribute to its growth target.
