With a focus on growing its presence in the Indian edible oil market, LDC has unveiled a refreshed positioning for its Vibhor edible oil brand. Vibhor’s new tagline, “Sehat Ki Ore” (One Step to Health) reflects the brand’s commitment to contribute to the good health and vitality of Indian consumers.
Addressing some 200 retailers and distributors at the brand launch last evening at The Leela Ambience Gurugram, Vipin Gupta, LDC India CEO said, “Understanding that Indian consumers are becoming more discerning about their food choices in pursuit of healthier and more energetic lifestyles, we are delighted to unveil our rejuvenated range of Vibhor edible oil products that are lite and healthy”.
“Maintaining the same high nutritional value, pure taste and affordability, but with a refreshed look and clearer brand positioning, Vibhor aims to become an integral part of every household in India, a trusted staple in every meal that brings families together in celebration of good health and a brighter future,” he added.
Vibhor edible oils are fortified with Vitamin A and D, which are associated with a number of health benefits, including strengthening bones and immunity against disease. Featuring an updated contemporary packaging in white, green and yellow, Vibhor soybean oil, palmolein oil, mustard oil, cottonseed oil, and Vanaspati ghee are now available at kirana stores and supermarkets in various sizes, ranging from 500-ml, 1-liter and 2-liter pouch or bottle to 5-liter jar and 15-liter jar or tin.
Distribution of Vibhor products will initially be centered in the northern part of India, where LDC operates a state-of-the-art oilseeds processing facility in Kandla, Gujarat state. Key distribution markets include Delhi, Punjab, Haryana, Rajasthan and West Uttar Pradesh.
In the coming months, Indian consumers will discover the refreshed Vibhor brand through a series of campaign activities, such as outdoor advertising, media ads, promotions at malls and local events. Retailers and distributors also have the opportunity to promote the brand through attractive trade schemes.