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Saffola Which Is Claimed To Be Heart Friendly Oil and Prevent Heart Disease

Saffola is a brand of cooking oil marketed as being heart healthy. It contains a blend of rice bran oil and safflower oil. Safflower oil is high in unsaturated fats and contains nutrients like vitamin E that can help reduce heart disease risk. Saffola oil uses a technology called LoSorb that allows food to absorb less oil during cooking. The brand positions itself as helping consumers adopt a healthy lifestyle by choosing Saffola oil. It is a major player in India's edible oils market, which is large but fragmented with many small producers. The industry faces issues like excess capacity and price pressures from imports.

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Prabu Rajan
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169 views7 pages

Saffola Which Is Claimed To Be Heart Friendly Oil and Prevent Heart Disease

Saffola is a brand of cooking oil marketed as being heart healthy. It contains a blend of rice bran oil and safflower oil. Safflower oil is high in unsaturated fats and contains nutrients like vitamin E that can help reduce heart disease risk. Saffola oil uses a technology called LoSorb that allows food to absorb less oil during cooking. The brand positions itself as helping consumers adopt a healthy lifestyle by choosing Saffola oil. It is a major player in India's edible oils market, which is large but fragmented with many small producers. The industry faces issues like excess capacity and price pressures from imports.

Uploaded by

Prabu Rajan
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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INTRODUCTION

In today’s fast life people hardly have time to sit down at ease and have a hearty
breakfast, lunch or dinner. Thus depriving them of proper nutrition and leading to
various diseases. Heart disease is one of the most dreaded diseases due to
improper diet habit. Fortunately people in India especially the urban class
consumers have started realizing this fact and have become very careful in what
they intake including the cooking oil. This project is about one such brand called
Saffola which is claimed to be Heart Friendly oil and prevent heart disease.
Saffola...the Healthy Oil.

All Saffola oils come with 'LoSorb Technology'. Food fried in Saffola oils absorbs
less oil and thus reduces the consumption of oil in your diet.

Saffola encourages you to take care of your heart by following a low saturated fat
diet with regular exercise. By most of the households, Saffola is being considered
as “ Dil Ko Rakhiye Jawan” edible oil.

Its main ingredients are Rice Bran Oil and Safflower Oil

Health Benefits

Safflower oil is low in saturated fats and very high in unsaturated fats.

Essential fatty acids are the precursors of prostaglandins, which are hormone like
substances that have a variety of functions like contraction and relaxation of smooth
muscles, control of blood pressure, inflammatory response, etc. in humans and animals.

Good source of cis-linoleic acid, the omega-6 fatty acid in safflower oil is responsible for
prostaglandin production.

Cis-linoleic acid is also responsible for burning the brown fat in the body for heat rather
than storing as white fat. Thus, safflower also aids in weight loss and its maintenance.
5. Has a very high content of vitamin E, about 34%, which is an antioxidant that fights
against free radicals and preserves the integrity of cell membranes and reduces the risk
of heart diseases, cancers and other degenerative diseases.

Nutritional Information per Serving:


Serving Size 100 g of Safflower oil, oleic acid 70%
% Daily Requirements
Total Calories 884 44%
Calories from fat 884
Total fat 100 g 154%
Saturated fat 6.2 g 31%
Palmitic acid 4288 mg
Stearic acid 1915 mg
Monounsaturated fat 74.6 g
Oleic acid 74639 mg
Polyunsaturated fat 14.3 g
Linoleic acid (Ω-6) 14350 mg
Trans fat 0g
Cholesterol 0g o%

Total Omega-3 fatty 0 mg


acids
Total Omega-6 fatty 14350 mg
acids
Vitamins
Vitamin E 34.1 mg 171%
Vitamin K 7.1 mcg 9%
Phytosterols 444 mg
SAFFOLA-MARKETING PRODUCT

If we go by basic marketing product concept, a company can define tangible and


intangible benefits to provide value to the customer. To start with, Marico also
defined Saffola, the marketing product at three levels:

Technical Product: Saffola cooking oil has the internationally proven formula of
80% of Rice Bran Oil (RBO) and 20% of Safflower oil (Kardi Oil). Saffola Gold oil is
made through exclusive protection technology called LoSorb that makes the oil
more stable during deep-frying. It is fortified with natural Vitamin-E. Vitamin-E
helps to preserve the stability of the oil, and thereby increases the shelf-life.

Functional Product: Widely used by house-holds, restaurants for daily cooking,


salad dressing etc. As Saffola is extremely stable, it reduces consumption of
cooking oil.

Emotional Product: Here Saffola essentially satisfies the Health Need of


consumers. The product emphasizes on Heart Protection. It focussed on urging
people to adopt a healthy lifestyle. One of the major concerns today is the
occurrence of heart disease and every fourth Indian being under threat. And
adopting Saffola as your family’s cooking medium is one big step that you can
take towards safeguarding of your family.

Market: Industry Structure:

Highly fragmented industry

Over 600 oil extraction units, 166 vanaspati manufacturing units out of
which only 10 edible oil units and 8 vanaspati units have national reach
Over 50% of the units - sick or underutilised due to surplus capacity

Idle capacities among these units due to shortage in feedstock supply

Major oil brands - - Sundrop, Dhara, Saffola, Sweekar, Postman

Vanaspati brands - Dalda, Rath

Trends in output
Market Size:

Edible oils and vanaspathi markets - 9.6 million MT

Oils market growing at 8.7 % CAGR

Vanaspathi market stagnating at around 1 million MT

Key Inputs
Inputs Vanaspathi - Minor (solvent extracted) edible oils - Sunflower oil,
Soybean oil, Ricebran oil Edible Oils - Oilseeds such as Groundnut, Sesame,
Mustard, Sunflower, Safflower and oil cakes and bran.
Raw material Comprises 70% of the production cost Oilseeds - the largest
cash crop Poor productivity - 873 Kg/ hectare (global average of 2000 kg/
hectare) Though oilseeds have 14.5% share in gross cropped area, only 25%
of it is under assured irrigation.

Technology : Refining technology freely available indigenously


Characteristics:

 Oils : primarily a commodity market - Price sensitive

 Effective distribution chain - through a complex network of C&F agents,


wholesalers/stockiest & retailers (kirana shops, supermarkets).

 Oil sold in bulk (tin, HDPE containers) to institutions; In retail packs (PET
bottles, cans, jars, pouches) to small customers.

 Seasonal demand for oils & vanaspathi - September to November (peak


season).

 Regulation : Under the Edible Oils Packaging (Regulation) Order, 1998,


edible oils cannot be sold loose’ but can be sold only in `packed’ form .

 Oil consumption - North is largest market, followed by South, West & East
zones.

Key Success Factors:

Raw material sourcing : focus on improving yields, getting better quality oilseeds ,
ensuring regular supplies - through symbiotic relationship with farmer

Branding essential for success (Vanaspathi - Dalda, Oils – Saffola, Sundrop)

Better distribution network to improve reach

Efficiency in operation - to become price competent and withstand overseas


competition.

Business Concerns:

Free imports, low import duties and slump in global prices - lead to `dumping’.

Domestic industries of edible oils and vanaspathi affected - low realisation and
idle capacities in oil and vanaspathi industries.

Production slippages have also forced imports.


Excessive (cheap) imports of oilseeds - led to unremunerative prices, locally
Hence, farmers have shifted to other cash crops.

Increasing health awareness - impact of oils and vanaspati usage on individual’s


cholesterol levels.

Growth:
The industry is a high volume, medium growth sector characterized by
excess/idle capacities owing to in efficient operations. Imports have been
influencing prospects, leading to domestic industry crisis.

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