Gemini Edibles and Fats India Ltd forays into Tamil Nadu
Launched under the name Be-Rite, the company plans to gain 10-15% of the market share in the next five years.
Gemini Edibles and Fats India Ltd, India’s No 1 Sunflower oil company with 21.7% Market Share All India (Source: NielsenIQ MAT Feb’24 ROCP), launched its products under the brand name Be-Rite, exclusively for the Tamil Nadu market, in Chennai today. High-quality Be-Rite brand products from GEF India will be available in all retail shops and supermarkets in urban Tamil Nadu, from now on.
Gemini Edibles and Fats India Ltd is into trading, processing, manufacturing and marketing of edible oils and specialty fats for different types of food industry.
Sharing more details about the launch, Mr. P. Chandra Shekhara Reddy, Sr Vice President –Sales & Marketing , Gemini Edibles and Fats India Ltd said, “We are elated to introduce our products to the Tamil Nadu consumers. Though the industry has been growing at a rate of 2.5% to 3%, we have been growing at a CAGR of 11.6% over the last 5 years. This entry into TN market will act as a catalyst for our further growth. Sunflower oil constitutes up to 42% share in edible oil category in Tamil Nadu, with 83% house hold penetration. Tamil Nadu is one of the major sunflower oil consuming markets. More people prefer enhancing their lifestyles as the household income increases. They are also becoming health conscious and opt for branded high-quality products. We want consumers in Tamil Nadu to enjoy all our products. GEF India have manufacturing units with state-of-the-art cutting-edge technology which helps to maintain high quality standards without manual intervention. We are a value-for-money brand. We maintain exceptional quality standards to meet the health requirements and also satisfy the taste palate of Tamil Nadu consumers. I am sure consumers in Tamil Nadu will love our products. GEF India has a turnover of 9000 Cr plus (FY23-24), and is committed for long term with strategic investment in brand building. In next 5 years our focus would be on gaining the market share between 10-15%.”
The location of the manufacturing facilities of Gemini Edibles and Fats Ltd in Andhra Pradesh, will help in catering to the needs of the Tamil Nadu market. The oil major plans to focus on the urban markets for the next 5 months and then will roll out the products to the rest of Tamil Nadu. Other variants like Groundnut Oil, Gingelly Oil and Rice Bran will be launched, after setting up the retail distribution network.
