Kolkata, Sep 22 (PTI) Emami Agrotech Ltd’s edible oil brand Himani Best Choice (HBC) was targeting Rs 15,000 crore in revenue over the next three to five years, as it looks to expand beyond its core category into the foods segment, the company said on Tuesday.
The edible oil brand of Emami Group’s food and agri business arm Emami Agrotech has crossed the Rs 10,000 crore revenue milestone, accounting for half of the company’s Rs 20,000 crore total revenue. It has undertaken a rebranding exercise covering packaging design, marketing communication and portfolio expansion for its next phase of growth, a company official said.
“As part of the expansion, HBC is expanding its brand in the foods category with a range of flour and besan products in bulk packs of 30 and 50 kgs, aimed primarily at institutional consumption. The company plans to add more food categories in future,” said Vibhash V Agarwal, Director, Emami Group.
The group had already forayed into the retail food business following its success with edible oil under the Emami Healthy and Tasty brand in the recent past.
Agarwal said the company aims to build a Rs 1,000 crore business portfolio for HBC’s food business over the next three years by expanding across relevant categories.
Launched in 2014, HBC is the market leader in soybean and palm oil in West Bengal and holds the top position in palm oil across Odisha, Bihar, Jharkhand and East Uttar Pradesh. The brand also leads the Mizoram market with an approximate 70 per cent share.
The packaging revamp covers its four variants –soybean, palm, sunflower and kachchi ghani mustard oil — and includes standardised pack formats in line with new central government guidelines across pouches, PET bottles, jars and bulk containers.
(PTI News)
