How Freedom edible oil became Cholesterol ki Safai ka Specialist

‘Freedom’ is the leading cooking oil brand of Gemini Edibles and Fats India (GEF India). The Freedom Healthy Cooking Oil range includes Freedom Physically Refined Rice Bran Oil, Freedom Kachi Ghani Mustard Oil, Freedom Refined Sunflower Oil, and Freedom Groundnut Oil. In April 2010, Freedom Refined Sunflower Oil was launched in Odisha, Andhra Pradesh, and in October 2015, Freedom Physically Refined Rice Bran Oil was launched for the health-conscious consumers. Freedom Healthy Cooking Oils holds around 45% market share of the Sunflower oil category in Odisha, Andhra Pradesh, and Telangana.

The brand has led the development of a distribution network that is robust and supported by ingenious and dynamic marketing, PR, and digital strategy with a tactical combination of ATL and BTL activations for establishing a connection with the target audience and growing in the very cluttered, low-involvement edible oil segment.

The brand recently launched a campaign, titled ‘Cholesterol ki Safai ka Specialist’, the second ad in their ‘Rice Bran Oil Kare Andar Se Safai’ series for empowering individuals to adopt rice bran oil helping to clean cholesterol from inside.

In conversation with Adgully, P Chandra Shekhara Reddy, Senior Vice President - Sales & Marketing, Gemini Edibles & Fats India, said, “The edible oil industry is seeing numerous emerging trends reflecting the transitioning consumer preferences and technological advancement. One major trend is the rising demand for healthier oils offering specific nutritional benefits, such as oils which are rich in antioxidants and vitamins.”

How has the journey of Freedom Healthy Cooking Oil been so far? What are the major milestones achieved on its journey?

The journey of Freedom Healthy Cooking Oils has been amazing. Freedom Refined Sunflower Oil, the flagship brand of Gemini Edibles & Fats India Ltd, which was launched in 2010, is now the No. 1 brand of Sunflower Oil in the country (Source Neilson MAT March 2022), with operations in Andhra Pradesh, Telangana, Odisha, Karnataka and Chhattisgarh. This was achieved by working on a 360-degree strategy of building a good brand, delivering consistent quality with attractive packaging, building a robust distribution network that could help us reach the nook and corner of the state, and doing activities for trail generation & engagement activity to connect with the end consumers besides tactical advertising to ensure visibility and encouraging trials. This helped us to break the initial clutter of brands with 20+ years of legacy in the category that is characterized by low brand loyalty. The policy was always to deliver a good quality product using state-of-the-art infrastructure at a value-for-money price point. With the basics in place, we did several innovative campaigns in urban and rural markets to explain to the customers the benefits of using sunflower oil, helped to expand the market, and captured a major market share from the growth. With the success of sunflower oil, Freedom Healthy Cooking Oils was able to garner share in the other variants launched for niche users based on regional preferences.

What is the market share of Freedom Healthy Cooking Oil? What is the marketing strategy and marketing mix?

Freedom Healthy Cooking Oils has achieved the top position in the Sunflower Oil category, leading the market shares in Telangana, Andhra Pradesh, and Odisha, with 40.4%, 69.1%, and 67.1% respectively (Source: Neilson Q4 – 2023).

In terms of the marketing mix, Freedom focuses on the four Ps: Product, Price, Place, and Promotion. The product is positioned as a high-quality, value-for-money cooking oil available in various variants. The company launches newer SKUs to meet the involving consumers’ demands. Pricing strategies aim to balance affordability with product quality. Place strategies ensure widespread distribution in key markets and retail outlets. We have a robust distribution channel ensuring availability across the nook & corner of the geographies we operate in. In keeping with the shifting shopping patterns, we are also available in most of the modern retail outlets and e-commerce platforms.

Promotion efforts include a mix of traditional advertising, digital marketing, influencer engagement, a series of BTL campaigns, sampling activities, and strategic partnerships to enhance brand visibility and effectively engage with consumers. Periodically, we also introduce consumer promotion schemes to incentivize loyal customers and expand the customer base. The persistent efforts across all the parameters have helped Freedom Healthy Cooking Oil become a preferred brand.

What strategy did Freedom Healthy Cooking Oil adopt to gain visibility and a considerable market share after entering the edible oil segment late?

Despite entering the market late, Freedom distinguishes itself by prioritizing quality, affordability, and accessibility. Through targeted promotional activities and an extensive distribution network, the brand raises awareness and generates consumer interest. Leveraging digital platforms and strategic partnerships further amplifies its reach and engagement with the target audience.

Moreover, Freedom emphasizes transparency and consumer trust, communicating its commitment to ethical business practices and manufacturing excellence. This comprehensive approach not only fosters brand loyalty, but also drives sustained growth and market share expansion, solidifying Freedom’s position as a trusted player in the edible oil industry.

How was the year 2023 for Freedom Healthy Cooking Oil and what are the growth projections, and plans for national expansions in 2024?

In 2023, Freedom Healthy Cooking Oil saw substantial growth, particularly in its core markets. As the leading sunflower oil brand in the country, the brand maintained its dominance in Telangana, Andhra Pradesh, and Odisha, capturing significant market share. Furthermore, Freedom expanded its presence into emerging markets like Chhattisgarh, Jharkhand, West Bengal, and Maharashtra strategically addressing consumer demand and extending its reach.

Over the past five years, the brand has consistently added SKUs – designed based on customer feedback and added oil variants to the portfolio to ensure missed opportunities for niche consumption of some oil variants like mustard and groundnut oil are captured.

Looking forward to 2024, Freedom’s growth projections and expansion plans remain ambitious. The brand’s focus on a state-by-state approach ensures a targeted and strategic expansion strategy, prioritizing markets with high growth potential. We already have operations in Chhattisgarh and have plans to introduce new product variants and potentially expand into lucrative markets like Maharashtra and Tamil Nadu. Freedom is well-positioned to capitalize on emerging opportunities and further solidify its position as a dominant player in the edible oil industry. We will also be launching a lamp oil in our portfolio.

What are the strategies Freedom Healthy Cooking Oil employs for reaching the right target audience and how does it engage with them?

Freedom Healthy Cooking Oil goes beyond traditional approaches to actively seek feedback and engage with consumers. This includes posting surveys to gather insights, which has led to the launching of new SKUs based on consumer feedback. Although the brand is not involved in E-commerce or click-to-buy segments, it focuses on leading consumers to its brand website, and social media and continuously monitors feedback. This approach ensures a strong connection with consumers and aligns with their needs. Freedom’s commitment to digital platforms is evident in its increasing investment in digital marketing each year.

This proactive approach allows the brand to adapt to changing consumer behaviour and evolving touchpoints in the digital landscape. As consumer behaviour evolves, Freedom remains agile, realigning its marketing expenditures to effectively reach its target audience. By staying ahead of these shifts, the brand strengthens its connection with consumers, building trust and loyalty. Overall, these initiatives highlight Freedom Healthy Cooking Oil’s dedication to engaging with consumers and delivering products and experiences that resonate with their evolving needs and preferences.

What has helped Freedom Healthy Cooking Oil in gaining greater customer engagement?

Freedom Healthy Cooking Oil has successfully gained greater customer engagement through a combination of quality products, targeted messaging, and strategic marketing efforts. The brand prioritizes the health benefits of its cooking oils, highlighting attributes such as heart health and low cholesterol. By educating consumers about the nutritional advantages of using its oils, Freedom fosters trust and loyalty.

The brand’s diverse product range caters to various tastes and culinary preferences, providing consumers with options that suit their needs. This variety encourages customers to explore different oils for their cooking, increasing overall engagement with the brand. Freedom’s strategic use of digital marketing, influencers, and social media platforms further enhances its connection with consumers. The brand shares recipes, cooking tips, and interactive content, creating a sense of community and fostering a positive relationship with its audience. This digital presence allows Freedom to stay connected with consumers and respond quickly to their needs and preferences.

Moreover, Freedom’s commitment to continuous improvement and innovation keeps the brand relevant and appealing to customers. By consistently seeking feedback through surveys and product launches, Freedom remains responsive to evolving consumer tastes and expectations.

What are the marketing activities and campaigns launched by Freedom Healthy Cooking Oil this year?

Freedom Healthy Cooking Oils has recently launched several impactful marketing campaigns to promote its products and educate consumers about the health benefits of using rice bran oil and other cooking oils. One such campaign is ‘Cholesterol ki Safai ka specialist’, which focuses on the 10000+ ppm oryzanol content and natural antioxidants in Freedom Rice Bran Oil. These elements improve heart health and help manage cholesterol levels, offering a path for consumers to elevate their well-being.

Another successful campaign is ‘Dhyaan se Lijiye’, featuring brand ambassadors Yash and Radhika. This campaign emphasizes the importance of making careful choices when selecting cooking oils, particularly sunflower oil, and has garnered significant interest with over 17 million views across digital and other platforms.

The Freedom Oil Knowledge Series educates consumers about the benefits of using rice bran oil and features a video explaining how the oil helps to reduce cholesterol and promotes a healthy lifestyle. The video includes renowned nutritionist Dr. Matheen Asrar (PhD Nutritionist), who advises on the importance of a balanced diet, regular exercise, and using healthy cooking oils like Freedom Rice Bran Oil. This campaign was well received, with over 1 million views, and effectively built trust and loyalty among consumers.

How are technology, digital media, and AI leveraged by Freedom Healthy Cooking Oil?

Freedom Healthy Cooking Oil strategically leverages digital platforms to target the growing demography of consumers over the age of 25, particularly women. Recognizing the shift in consumer behaviour towards digital, the brand has significantly increased its digital spending since 2014, especially as digital engagement exploded. Google partners with Freedom, sharing valuable data to refine the brand’s digital strategies. The brand invests heavily in YouTube, Instagram, and other digital mediums, utilizing these channels to effectively engage with customers. On social media platforms like Facebook, Freedom encourages customer reactions and actively engages with comments, creating opportunities for real-time interaction and feedback that traditional mass media cannot offer. This direct engagement helps the brand understand consumer preferences and concerns, allowing for continuous improvement in its products and campaigns.

Additionally, Freedom collaborates with cookery programs on OTT platforms, further expanding its reach and awareness among its target audience. These partnerships enable the brand to showcase its products in action and provide practical tips and recipes to consumers. Through these digital initiatives, Freedom Healthy Cooking Oil effectively connects with its target demographic and builds lasting relationships with customers.

What are the emerging trends in the edible oil industry?

The edible oil industry is witnessing several emerging trends that reflect changing consumer preferences and technological progress. One major trend is the rising demand for healthier oils that offer specific nutritional benefits, such as oils rich in antioxidants and vitamins. Health-conscious consumers are opting for oils that support heart health and overall wellness.

Additionally, there is a growing focus on sustainable sourcing and production practices, as consumers seek oils that are responsibly sourced and produced with minimal environmental impact, aligning with the global emphasis on sustainability and ethical choices.

Furthermore, technological innovations, including AI-driven production processes and advanced digital marketing strategies, are enhancing efficiency and customer engagement in the industry. These advancements allow brands to tailor their products and marketing approaches to meet specific consumer needs and preferences to innovate and adapt to evolving market demands.