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Dhara, the edible oil brand from Mother Dairy’s stable, will soon begin imports of refined olive oil from Italy and Spain. So far, Dhara was only into making indigenous variety of oils
“Though volumes at present are small, the olive oil market is seeing 40 per cent growth annually. It is a pan-India category, with 95 per cent of business coming from modern trade,” said Dinesh Agrawal, Chief Operating Officer, Dhara.
The company would soon be launching three more variants – gingelly oil, cottonseed oil and olive oil. These would be available before the end of current fiscal. At present, Dhara sells seven variants of edible oils.
Besides olive oil, which would be available on a pan-India basis, the company will target regional markets with cottonseed and gingelly oil
“For production of gingelly oil, the company would be getting into third party production in Andhra Pradesh or Karnataka. We want to penetrate the southern markets,” Agrawal said.
Cottonseed oil would be manufactured in the company’s Palampur facility in Gujarat. The product would be produced exclusively for the Gujarat and Maharashtra markets.
“The idea is to penetrate into regional markets. Cottonseed oil is a substitute for groundnut oil, which is predominantly consumed in Gujarat and Maharashtra,” said Agrawal.
Dhara, at present, has 10 per cent share in the mustard oil segment and 12 per cent share in groundnut oil, both being indigenous varieties.
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