Mumbai: In the journey towards healthier living, choosing the right cooking oil can significantly impact well-being. Freedom Rice Bran Oil, rich in oryzanol, reduces bad cholesterol (LDL) while maintaining good cholesterol (HDL), making it a heart-healthy choice. Its balanced fatty acid profile, with equal polyunsaturated (PUFA) and monounsaturated (MUFA) fats, supports cardiovascular health.
With a high smoke point of approximately 232°C, rice bran oil suits various cooking methods, including frying, sautéing, and baking. Its neutral taste enhances the natural flavors of meals without breaking down at high heat.
At the International Conference on Rice Bran Oil (ICRBO) 2023, consultant nutritionist, Dr Rohini Sharma said, “Rice Bran Oil is very good for day to day cooking. It is a very healthy oil and more people should know the benefits of using the Rice Bran Oil. Rice Bran Oil has a balanced fatty profile with PUFA and MUFA in the ratio of 1:1, and very low saturated fatty acids. It is rich in nutraceuticals – Oryzanol, tocopherol, and tocotrienols which are natural Antioxidants. Oryzanol present in Rice Bran Oil reduces Bad Cholesterol (LDL) and maintains Good Cholesterol (HDL). We all should shift towards making a healthier choice in our kitchen by switching to Rice bran oil.”
Nurture Health Solutions, registered dietitian and founder, Dr Sheryl Salis added, “We recommend people to use Rice Bran Oil, as it is Made in India and ideally suited to our Indian palate. The National Institution of Nutrition (NIN), ICMR, WHO, and several heart organisations have regularly promoted the use of Rice Bran Oil. In clinical practice, we are witnessing a lot of young people suffering from diabetes and heart diseases. We are constantly copying Western countries and are not focusing on our products like Rice bran oil.”
Freedom Rice Bran Oil’s campaign, ‘Cholesterol ki Safai ka Specialist’, emphasises its ability to manage cholesterol levels. Homemaker Saraswathi shared, “Using rice bran oil has transformed the way I cook. It adds a lightness to dishes that my family loves, and I feel confident knowing it supports their overall health. The oil’s ability to create a crisp, light texture in fried foods allows me to prepare comforting meals without compromising on nutrition.”
Freedom Rice Bran Oil’s senior vice president – sales & marketing, P Chandra Shekhara Reddy said, “More than just a cooking essential, Freedom Rice Bran Oil has become a trusted ally for health-conscious consumers. With over 10,000 ppm of oryzanol, we are dedicated to providing a product that supports both taste and wellness. Our focus on quality and nutrition empowers consumers to make informed choices, contributing to a healthier and more vibrant lifestyle.”
Mumbai: Gemini Edibles & Fats India Ltd launched an impactful campaign on Freedom Rice Bran Oil titled ‘Cholesterol ki Safai ka specialist’. This is the second advertisement in their ongoing campaign series ‘Rice Bran Oil Kare Andar Se Safai’ (Rice Bran Oil cleans from the inside) to empower individuals to adopt rice bran oil which helps cleanse cholesterol from the inside. The campaign is aimed at informing the public about the importance of using Freedom Rice Bran oil for daily cooking as it has 10,000 parts per million of Oryzanol, besides ingredients like tocopherol, and tocotrienols which are natural antioxidants. They help improves the heart health and actively promote an increase in good cholesterol while effectively reducing the levels of bad cholesterol, offering consumers a path to elevate their well-being.
The campaign revolves around the core message of ‘Jami Hui Chiknayi Ko Saaf Karne Ke Liye Hum Specialist Ko Bulate Hai’ (We call specialists to clean the stubborn stains from kitchen chimney), centering on clearing out built-up cholesterol, the silent perpetrator that quietly accumulates within us, clogging arteries and potentially leading to heart attacks. Consumption of Rice Bran Oil – an expert in maintaining cholesterol balance, daily can help prevent the accumulation of cholesterol and keep us heart healthy.
According to Gemini Edibles and Fats India Ltd senior vice-president of sales & marketing P Chandra Shekhara Reddy “Rice Bran Oil is a trusted choice for health-conscious consumers. Freedom Rice Bran oil with over 10000+ ppm of Oryzanol, actively supports heart health by increasing good cholesterol while reducing the bad cholesterol. This campaign is designed to help customers understand the importance of cooking the food daily with rice bran oil as it helps in cleaning bad cholesterol – hence the message, ‘ Cholesterol ki Safai ka specialist ‘, keeping people healthy. Through the campaign, Freedom Rice Bran Oil reinforces the need to consume food cooked in rice bran oil to stay healthy.”
Mumbai: Freedom Healthy Cooking Oils in association with Seva Bharathi, Telangana organised a special campaign to create awareness about the upcoming ‘Run for a Girl Child’ on 11 February 2024 at Gachibowli Stadium by rolling out ‘Eat Healthy, Live Healthy’ canters to promote registrations for the event. Freedom Healthy Cooking Oils is actively involved in the annual initiative ‘Run for the Girl Child’, curated to promote education and well-being of young girls from the underprivileged sections of the society. The ‘Eat Healthy Live Healthy’ canters to inform people about the ‘Run for a Girl Child’ and spread awareness about the benefits of using Rice Bran Oil, were flagged off by Freedom Healthy Cooking Oils GM marketing Chetan Pimpalkhute along with his team and representatives from Seva Bharathi.
The ‘Eat Healthy, Live Healthy’ canter will go to different parts of the city to spread awareness about Freedom Healthy Cooking Oils present ‘The Run for a Girl Child’ and encourage more and more people to get associated with the cause. Each runner registering for the event will help empower a girl child from the underprivileged sections of society with quality education, good health, adequate skills, and above all a lot of self-confidence to help them live their lives to their fullest potential. To encourage registrations for ‘Run for a Girl Child’ during the activity, people who register their names at the Freedom Oil canter will get a one-litre pouch of Freedom Rice Bran Oil worth of Rs 120 free.
According to Gemini Edibles and Fats India Ltd Sr VP – sales & marketing P Chandra Shekhara Reddy, “We are proud to associate with the 8th edition of ‘Run fora Girl Child’ an initiative by ‘Seva Bharathi’ to support with quality education, good health, and skill development for girls from the underprivileged segments of the community. We encourage people to eat healthy by cooking food in Freedom Rice Bran Oil, which is less oily and greasy with 10000 plus ppm oryzanol per 100ml to stay heart healthy and lead an active lifestyle. Supporting this run is an extension of our drive to encourage people to lead a healthy life. Running for a cause is the biggest motivation. Through this initiative we wish to encourage more and more people to register and contribute towards cause.”
Mumbai: In recent years, the integration of brands into popular reality TV shows has become a trend, providing a unique opportunity for companies to engage with their consumers. One such brand that has successfully leveraged this strategy is Freedom Oil, which has made a significant impact by aligning itself with the widely popular reality TV show, Bigg Boss.
Freedom Oil strategically chose Bigg Boss as a platform to enhance its brand visibility. Bigg Boss, with its massive viewership and diverse audience, serves as an ideal medium for brands to engage with consumers from various demographics. By associating with the show, Freedom Oil has successfully embedded its brand into the daily lives of millions of viewers, creating a powerful connection with its target audience.
Indiantelevision.com caught up with GEF India (Freedom Oil) senior VP, sales & marketing P Chandra Shekhara Reddy to discuss more on this collaboration.
Edited excerpts
On the thought process behind selecting reality TV shows and the role they play in marketing the products
Reality TV shows like Big Boss often boast a wide viewership across diverse demographics. Our decision to associate with such shows is strategic. These platforms offer an extensive reach to engage with our target audience in a more relatable context. The shows’ popularity allows us to showcase our product’s qualities in an environment where viewers are receptive to new information and products.
On the effectiveness of sponsorships, like Freedom Oil’s presence in Big Boss, in reaching out to their target audience?
Sponsorships in high-visibility programs like Big Boss provide a unique opportunity to connect directly with our target consumers. These collaborations offer visibility and brand recall, enhancing our market presence and fostering brand familiarity among viewers.
On seeing Freedom Oil’s association with Big Boss making you more or less likely to consider purchasing their products
Consumer behavior is subjective. Some may find the association with Big Boss positively impactful, while others may not consider it a decisive factor in their purchasing decisions. However, the goal is to create brand recognition and recall, and such associations contribute to that objective.
On collaborations between brands and popular reality TV shows significantly impacting consumer behaviour or buying decisions
While there might not always be direct, immediate impacts on consumer behavior, long-term exposure to our brand through such collaborations reinforces brand awareness. It contributes to a brand’s overall presence in the consumer’s awareness level, influencing buying decisions over time.
On brands engaging with consumers through entertainment shows affecting your brand loyalty in their products
Importance of Brands Engaging Through Entertainment Shows: Engaging with consumers through entertainment shows is indeed important in today’s competitive market. It helps in building an emotional connection between the brand and its audience. While not the sole strategy, it does not contribute significantly to maintaining brand loyalty and helps to sustain consumer interest.
On brands utilising different marketing platforms rather than associating themselves with reality TV shows
Diversification in marketing strategies is key. While associating with reality TV shows has its advantages, a comprehensive marketing plan should involve various platforms and strategies to cater to diverse consumer preferences. We continuously explore and evaluate different channels to ensure a well-rounded marketing approach.
In essence, our partnership with shows like Big Boss is part of a broader marketing strategy aimed at engaging with our audience effectively. We value all feedback and continuously strive to refine our approach to meet consumer expectations while maintaining brand relevance and integrity.
Mumbai: In today’s health-conscious world, the choice of cooking oils plays a crucial role in our daily culinary decisions. As people become increasingly aware of the impact of their dietary choices on overall well-being, the selection of the right cooking oil is no longer just a matter of taste; it’s a matter of health. The quest for cooking oils that not only enhance the flavors of our dishes but also promote a healthier lifestyle is driving a significant shift in consumer preferences. This shift towards health-consciousness has led to the rise of cooking oils that offer not only delicious flavors but also essential nutrients and health benefits.
‘Freedom’ is the flagship brand of Gemini Edibles and Fats India Ltd. (GEF India). Freedom Healthy Cooking Oils is available as Freedom Refined Sunflower Oil, Freedom Physically Refined Rice Bran Oil and Freedom Mustard Oil, & Freedom Groundnut Oil.
Freedom Healthy Cooking oils promotes ‘guilt-free eating’ and its brand promise is captured by its tagline ‘Freedom to eat, Freedom to enjoy. It is a range of premium quality healthy edible oils available at a competitive price point.
Indiantelevision.com spoke to Gemini Edibles and Fats India Ltd Sr. vice president of sales and marketing P. Chandra Shekhara Reddy on the brand’s journey, its unique value propositions, and much more…
Reddy is 51 years old and has more than 30 years of cross-functional exposure in various edible oil organisations. He is a go-getter and brings a determined focus on revenue, relationship & repute through his leadership, adaptability & communication skills. He is both people & process driven with a sound understanding of business dynamics. His focus on aggressive brand building and sales team development has helped to create a vibrant workforce. He has been instrumental in setting up a robust and vast distribution network which has been crucial in positioning “Freedom” as the number two brand in the Sunflower Oil category in Andhra Pradesh and Odisha in a short span of two years. His clear understanding of the sector and command over marketing has helped GEF win credibility and trust with stakeholders and partners.
Edited Excerpts:
On Freedom Healthy Cooking Oils’ journey from its inception to becoming the leading brand in the sunflower oil category in India and the the key milestones along the way
The journey for 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 selling brand of Sunflower Oil in India (Source Neilson IQ MAT March 2022), with operations in Andhra Pradesh, Telangana, Odisha, Karnataka, Chhattisgarh, through selected channels in Maharashtra, Tamil Nadu, Jharkhand, West Bengal and Madhya Pradesh.
This was achieved by working on a well-formulated strategy of building a good brand, delivering consistent product quality with attractive packaging, and building a robust distribution network that could help us reach the nook and corner of the states. It was a conscious decision to launch the brand ‘Freedom’ in selected geographies to ensure a better, focused, and optimal use of resources at hand.
To create awareness about Freedom Healthy Cooking Oils, we formulated a well-rounded marketing strategy around the core message of ‘Guilt Free Eating’ giving the customers ‘Freedom to Eat, Freedom to Enjoy.’ For directly reaching out to the target audience – we have initiated several on ground activities like ‘Best Chef Hyderabad’, ‘Freedom Cookery Show’, ‘Healthy Pakoda Party’ and sponsoring various other initiatives to encourage usage and gather acceptance for the brand. We have also partnered with leading properties on OTT and TV Channels like ‘Big Boss – Kannada’ etc. This helped garner a better share-of-voice and visibility for Freedom Healthy Cooking Oils. This helped us break the clutter of brands with 20+ years of legacy in the category.
We also introduced several customer and retailers outreach campaigns like Freedom Aarogya Rath Yatra, Freedom Cookery Shows in urban and rural markets to explain the customers about the benefits of using sunflower oil, and the other variants in our portfolio. With the basics in place, we launched several sales promotion offers like ‘Car Jar Offer’, My Freedom – My Gold Offer to encourage adoption of Freedom Healthy Cooking Oils.
We are also running a campaign ‘Freedom Retail Raja’ to expand the market penetration of Freedom Healthy Cooking Oils and enrol the channel partners on ‘Kirado’ app an innovative platform that helps us design special campaigns, communicate about upcoming new launches and schemes etc. This also provides a 2-way communication channel with retailers. Channel partners can also raise the concern with the organisation, which are assigned and attended as per the prescribed matrix. It is encouraging more retailers to sign up. This is enabling better trust, confidence and transparency with the channel partners and helping grow our market reach.
Our promotion and digital strategy ensured we were connected to the end users and engaged with them for their inputs to help us retain the existing customers and grow the customer base. 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.
Key Milestones:
On the unique value propositions or product attributes that Freedom offers to set it apart from other brands in the market
Gemini Edibles & Fats India Ltd was started by professionals with deep understanding and strong relationships in the market. We launched ‘Freedom’ with a clear objective to make the best product offering, manufactured in the state-of-the-art manufacturing unit, ensuring consistency in quality, innovative packaging, and geographically focused launch to optimize the resources and transportation cost. The policy was always to deliver a good quality product using state-of-the-art infrastructure at a value-for-money price point.
The cooking oil market in India is highly competitive. Instead of spreading our limited resources over a vast geographical area, we also remained focused on the key markets of Andhra Pradesh, Telangana, Karnataka, Odisha, and other neighbouring states, that consume almost 70 per cent of sunflower oil sold in India. We also leveraged our understanding of market dynamics, market penetration, and optimising the resources at our disposal in these states and benefit from consumers’ trust and preference for our brand.
On consumer preference for cooking oils evolving over the years and Freedom adapting to these changing preferences and health-conscious trends
We have started an initiative ‘Freedom Oil Knowledge Series’ that disseminates information about the health benefits of edible oils. As a part of this series, we also conduct seminars using relevant influencers to bring the spotlight on specific myths about edible oils and get experts to discuss and dispel the myths. Most of the communication with our customers is also centered around the benefits of maintaining a healthy lifestyle and using the right cooking oil for daily usage.
To educate customers, as a part of the ‘Freedom Oil Knowledge Series’ a campaign was introduced with famous nutritionist Dr. Matheen Asrar (PhD Nutritionist) advising people to follow a balanced diet, engage in regular exercise, and switch to a healthy cooking oil like Freedom Rice Bran Oil for everyday cooking. This campaign was very well received and has generated over one million views.
Moreover, besides communicating the health benefits of our product range to the customers, we also participate in several initiatives to promote healthy living and healthy eating. We have been associated with a flagship event ‘Freedom Hyderabad 10K Run’ for the last six years, which is a platform to engage with the health conscious, spread the right information about the use of edible oils, and gain their patronage.
On the quality control measures and certifications that Freedom Healthy Cooking Oils adheres to in order to ensure the highest quality products for consumers
Freedom Healthy Cooking Oils prioritises quality assurance by adhering to GMP system (Good Manufacturing Practice) and FSSAI (Food Safety and Standards Authority of India) guidelines. Our fully automated plants streamline the refining and bottling process, reducing human intervention. This ensures consistent quality batch after batch.
This comprehensive strategy, guided by cutting-edge automation, ensures that every SKU of Freedom Healthy Cooking Oils meets the highest benchmarks, offering consumers a reliable and wholesome choice for their culinary needs.
On Freedom Healthy Cooking Oils addressing concerns such as sustainability and environmental issues in its production and packaging processes
Sustainability and concern for the environment is at the core of our philosophy at GEF India. At the factory level, Freedom Healthy Cooking Oils stands out as the sole producer with zero liquid discharges in our plants. Unlike conventional setups where effluent treatment plants are below ground, our unique approach places them above ground, enabling early detection of seepage. Our plants are directly linked to the Pollution Control Board, ensuring emissions are closely monitored.
Moreover, our commitment extends to recyclable packaging. These dual efforts underscore our unwavering dedication to environmental responsibility, ensuring transparency, accountability, and sustainability in every aspect of our operations.
On the key factors contributing to the brand’s popularity, especially considering its diverse offerings, in the context of Freedom’s product range
We believe that ‘Freedom’ is recognised as a trusted and reliable brand by the customers.
We back each offering/ product with consistent and persistent communication, highlighting the USPs of each offering. We devise innovative and creative messaging using all available mediums for communicating with our customers to ensure the acceptance and growth of Freedom Healthy Cooking Oils.
On Freedom leveraging digital platforms and e-commerce to reach a wider audience and enhance the brand’s online presence
India is rapidly going digital. In today’s world, where India is rapidly embracing mobile technology and using it more and more to stay connected, digital marketing is crucial to stay connected and engage continuously with the audience. We have a vibrant digital and social media presence in order to reach and interact with the target audience. We are using social media marketing, tactical influencer marketing, and digital advertising as new marketing channels. Besides advertising and digital public relations campaigns, we are actively exploring and leveraging the traffic flow on Google Apps, YouTube, Facebook, Instagram, and other platforms with OTT (Over the Top) Platforms such as Zee5 and Hotstar.
On the long-term goals and aspirations for Freedom Healthy Cooking Oils in terms of market expansion, innovation, or social responsibility
We are presently fully operational in Andhra Pradesh, Telangana, Odisha, Karnataka, and Chhattisgarh. We are actively working on plans to launch our operations in full state of Tamil Nadu, Maharashtra and Kerala besides moving up East.
We will continue to innovate in our processes and product packaging based on customer feedback. We have recently introduced a 10-litre multi-use jar of Freedom Refined Sunflower oil. It has been specially designed keeping in mind the requirements of the modern-day consumer and a growing trend of using environment-friendly products that can be reused.
We’re planning to introduce “Deepa Prajwalam Oil,” a unique addition to our range. This oil is specially designed for traditional lamp usage, adding a new dimension to our offerings.
Mumbai: Gemini Edibles and Fats India Ltd (GEF India), the marketers and refiners of Freedom Healthy Cooking Oils, as a part of their efforts to promote sustainable and eco-friendly practices, will distribute 10,000 Eco-friendly Seed Ganesha Boxes. People are becoming conscious of the vicissitudes of climate change and rapidly adopting sustainable religious celebrations by worshipping eco-friendly Ganesha, as the immersion of these idols has no debilitating effect on the water bodies. To encourage this Freedom Healthy Cooking Oils will distribute 7,000 Eco-friendly seed Ganesha boxes in Hyderabad & 3,000 Eco-friendly seed Ganesha boxes in Bangalore. Freedom Healthy Cooking Oils DGM marketing Chetan Pimpalkhute along with the team flagged off vehicles to distribute the Eco-friendly seed Ganesha to apartment complexes like Rainbow Vista (Phase 1&2), Malaysian Township, Aparna Sarovar, NCC Urban.
Madhapur, Swanlake Apartment, Moosapet, Ridge towers, IDPL, My Home Jewel, Indis one city KPHP, Satellite Township, Kompally, Satyanarayana enclave Chanda Nagar etc., in the city.
The culture of installing a Murthi of Lord Ganesha is a tradition and has been going on for years. The murthi are normally made of Clay or Plaster of Paris and also painted with commercial paints to give them a real-life look and charm. The problem is the materials and the finishing products going towards the preparation of the murthi are toxic and also not good for nature, as they may have a harmful effect on soil and water bodies. To keep the environmental impact of the Ganesh festival to a minimum, people have started having clay and soluble Ganesh Murthi with manure and plant-able seeds. Once immersed in the pot, the Ganesh idol grows into a plant, with the seeds available in the murthi. Freedom Healthy Cooking Oils – The Green Ganesha initiative serves as a testament to their conscious endeavour to mitigate environmental harm without compromising on the festivities.
Freedom Healthy Cooking Oils senior vice president, sales & marketing P Chandra Shekhara Reddy said, “It is a part of our tradition to celebrate the Ganesh festival by placing the Murthi of Lord Ganesha in our homes. To help people celebrate the festival with traditional fervour and protect the environment, Freedom Healthy Cooking Oils has decided to distribute 10,000 eco-friendly Seed, Ganesha Murthi. We have been distributing the eco-friendly seed Ganesha Murthi’s for five years. With the Green Ganesha initiative, we give the people the freedom to celebrate the festival with traditional fervour in a sustainable and eco-friendly way.”
