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Himani Best Choice Refreshes Its Packs And Sets A ₹15,000 Crore Target

Ad Tribe! Bureau2 min read
The new Himani Best Choice refined soyabean oil pouch and bottle with the refreshed logo

Emami Agrotech has refreshed Himani Best Choice with a new logo, packaging and communication, and extended the edible oil brand into flour and besan. The company has set a target of ₹15,000 crore in brand revenues over the next three to five years.

  • Brand: Himani Best Choice, launched in 2014, from Emami Agrotech
  • Refresh: new logo, colour palette, graphics and food imagery
  • Variants: soyabean, palm, sunflower and kachchi ghani mustard oil
  • New category: multipurpose maida, bakery maida, atta and matar besan, largely for institutional buyers
  • Targets: ₹15,000 crore in brand revenues over three to five years, and a ₹1,000 crore portfolio in the new categories over three years
  • Position claimed: leader in soyabean and palm oil in West Bengal, and in palm oil across Odisha, Bihar, Jharkhand and east Uttar Pradesh

What Changes On The Himani Best Choice Pack

The pack does the work. Himani Best Choice is redrawing its identity across pouches, PET bottles, jars, tins and bulk containers, and standardising formats in line with new central government guidelines. For a brand that sells the same commodity as everyone else, the pack is most of the differentiation available.

Vibhash V. Agarwal, director of the Emami Group, said the aim is to build a ₹1,000 crore business portfolio for Himani Best Choice over the next three years through calibrated expansion into relevant categories.

Why Flour And Besan

Because the kitchen buys them together. An edible oil brand already sits in the same purchase and the same distribution as atta and besan, and moving into them uses the sales network already built. The first products are large institutional packs, from 30 kg to 50 kg, which is a quieter way to enter a category than a consumer launch.

The Scale Behind It

Emami Agrotech is the edible oils and foods arm of the Emami Group, with four plants at Haldia, Krishnapatnam, Kandla and Jaipur, and a portfolio that includes Emami Healthy & Tasty, Mantra spices and the For Chef range for hotels and restaurants. The company says it is the largest biodiesel manufacturer in eastern India.

More on the group at emamigroup.com. More brands.

#packaging design#emami agrotech#himani best choice#edible oil
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