Global agricultural merchant Louis Dreyfus Company (LDC) announced the relaunch of its edible oil brand ‘Vibhor’ in North India’s business-to-consumer segment on Wednesday. The company aims to capitalize on the growing edible oil market in the region.
The revamped product line features soybean, palmolien, cottonseed, and mustard oils, along with premium vanaspati enriched with vitamins A and D. “This relaunch supports our strategy to move further downstream in the value chain and diversify our offering with value-added products,” said Sumeet Mittal, LDC Country CEO for India, at a press conference.
LDC, which has been operating in India since 1997, will initially focus on expanding its distribution network in Punjab, Haryana, Delhi, and Uttar Pradesh, leveraging its Kandla processing unit in Gujarat. The Kandla facility boasts an annual edible oil processing capacity of 350,000 tonnes, currently operating at 70-80% capacity. The unit imports and processes edible oils for both B2B and B2C segments.
The edible oils will be available in packaging sizes ranging from 500 grams to 15 kilograms. LDC first launched its edible oil brand in the B2C segment in 2010, with a packaging update in 2019.
LDC executives Rubens Marques, Head of South and Southeast Asia, and Vikas Agarwal, Head of Downstream Marketing for India, were also present at the press conference. In addition to edible oils, the company operates in the coffee, cotton, sugar, and grains & oilseeds sectors in India and maintains a presence in over 100 countries worldwide.