INDIA – Louis Dreyfus Company (LDC), a global merchant and processor of agricultural goods, has announced the relaunch of its consumer-facing edible oil brand, Vibhor, in India.
This move aligns with LDC’s broader strategy to deepen its presence downstream in the value chain.
With over 25 years of experience in India, LDC is leveraging its extensive expertise and local market insights to revitalize the Vibhor brand.
This initiative aims to strengthen LDC’s position in India’s rapidly expanding edible oil market, projected to reach US$34.75 billion in 2024 and grow at an annual rate of 4.94% from 2024 to 2029.
“India is a key market for LDC, and our refreshed Vibhor brand reflects our commitment to meeting the evolving needs of increasingly health-conscious Indian consumers,” said Sumeet Mittal, LDC’s Country CEO for India.
“This relaunch supports our strategy to move further downstream in the value chain and diversify our offering with value-added products – in this case, addressing evolving dietary trends in one of the world’s most dynamic economies.”
The updated 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. These products cater to the growing demand for healthy and nutritious dietary options while maintaining flavor.
Initially focusing on North India, LDC plans to expand Vibhor’s market presence nationwide by 2026. The company aims to reach rural and urban consumers through a comprehensive network of retail outlets, supermarkets, and online channels, from traditional shoppers to digitally savvy customers.
Unveiled at a launch event on July 10, Vibhor’s new tagline, “Mera vishwas Vibhor ke saath” (My trust is with Vibhor), underscores the brand’s commitment to authenticity and quality.
At an exclusive dinner with business partners, brand ambassador Rupali Ganguly remarked, “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 that Vibhor will be a special and tasty addition to all Indian kitchens.”
Competitively priced for a broad demographic, LDC aspires to establish Vibhor as India’s leading cooking oil brand. This effort reflects the company’s long-term commitment to the Indian market and its role as a key partner in India’s food and agriculture sector.
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