How sharp marketing, deep consumer insight, and bold distribution strategies made Freedom a dominant force in India’s edible oil market.
Mumbai: With a stronghold in the Indian edible oil industry, Gemini Edibles & Fats India Ltd. (GEF India) has successfully positioned its flagship brand Freedom as a trusted household name in key southern markets. Since its inception in 2010, Freedom Refined Sunflower Oil has risen to dominate with a remarkable 45% market share across Andhra Pradesh, Telangana, and Odisha. Backed by a sharp marketing vision, innovative distribution strategies, and a deep understanding of consumer behavior in a traditionally low-involvement category, GEF India has redefined brand-building in the edible oil space.
P. Chandra Shekhara Reddy, Sr. Vice President – Sales & Marketing at Gemini Edibles & Fats India Limited, brings over 30 years of cross-functional experience in the edible oil industry. He is known as a dynamic and results-driven leader with a strong focus on revenue growth, relationship management, and brand reputation. A firm believer in both people- and process-driven approaches, Reddy possesses deep insights into business dynamics and market behaviour.
His leadership has been pivotal in driving aggressive brand-building initiatives and nurturing a high-performing sales team, resulting in a vibrant and motivated workforce. He played a key role in establishing a wide and efficient distribution network, which significantly contributed to positioning “Freedom” as the second-largest sunflower oil brand in Andhra Pradesh and Odisha within just two years.
A Commerce graduate from Osmania University, Reddy began his career at ITC Agro-Tech, where he gained valuable experience across operations, trading, purchase, and logistics. Prior to joining Gemini Edibles & Fats, he served as General Manager – Sales & Marketing at Acalmar Oils & Fats Limited.
With strong communication skills, adaptability, and a keen understanding of the sector, he has helped GEF earn the trust and credibility of its stakeholders and partners. Known for his pleasant personality and sharp sense of humor, Reddy enjoys traveling and spending quality time with his family during his leisure hours.
In this exclusive MadeInMedia.in, speaks to P. Chandra Shekhara Reddy, Sr. Vice President – Sales & Marketing at Gemini Edibles & Fats India Limited, to delve into the brand’s growth journey, its marketing playbook, and what lies ahead in an ever-evolving consumer landscape.
Freedom has captured a dominant market share in AP, Telangana, and Odisha. What were some of the key drivers that helped achieve this scale in such a competitive category?
Freedom’s has a market share of 73.3% in Andhra Pradesh, 41.6% in Telangana, and 65.9% in Odisha (Source: NielsenIQ Index Q1 – 2025). Our strength lies in the extensive, vibrant and agile distribution network that could reach every town and village. It is supported by insightful, deep-rooted, ground-level marketing strategies ensuring a high visibility and share of voice in this segment. But it wasn’t just about reach—we understood local preferences and adapted our communication and customer engagement accordingly.
We followed a state-specific strategy, taking into account regional buying behavior, consumption patterns, and local competition. Our sales and marketing teams have worked closely with distributors, retailers, and influencers to strengthen our market presence and visibility.
The marketing approach blended traditional media with on-ground activations,
BTL activations, influencer partnerships, and digital storytelling. This allowed the brand to resonate with homemakers, young adults, and health-conscious consumers alike. Initiatives like sampling, loyalty programs, and regionally customized promotions ensured not just trials but long-term loyalty. Periodic sampling, in-store promotions, and loyalty-driven offers further helped build and retain customer trust and preference.
Sunflower oil is often perceived as a low-involvement purchase. How have you successfully built brand preference and loyalty in this space?
The behavior of consumers regarding edible oils has changed significantly in the last ten years. In the past, price and availability were the main factors influencing decisions, but modern consumers particularly women aged 25 and above now prioritize health, nutrition, and brand trustworthiness.
Freedom has carefully tracked these changes and adjusted as needed. For example, the increasing focus on heart health led us to launch Freedom Rice Bran Oil, a heart friendly oil containing 10,000+ ppm Oryzanol. We have made significant investments in digital listening tools and consumer surveys to grasp changing needs, as well as introduced new SKUs and package sizes designed for lifestyle shifts, nuclear families, and specific usage.
Freedom Refined Sunflower Oil is the No.1 Brand by volume sales in India in the sunflower oil category (according to Nielsen IQ data (MAT) Feb 2025) since last 4 years constantly and has become a household favorite due to its unwavering dedication to purity, health benefits, and exceptional taste.
Our messaging has transitioned from being product-focused to emphasizing the benefits, through creative messaging and digital story telling. Whether through partnerships with nutritionists or content centered on recipes, we communicate in a way that resonates with today’s consumers while remaining aligned with our brand principles.
Could you walk us through the brand’s journey since its launch in 2010 and the strategic milestones that shaped its trajectory?
Since its launch in 2010, Freedom Refined Sunflower Oil has experienced an impressive journey driven by strategic foresight, steady implementation, and a deep understanding of Indian customers. The brand was launched by Gemini Edibles & Fats India Ltd. and rapidly gained traction in a fiercely competitive market, even outpacing established brands that started much earlier.
From the outset, Freedom concentrated on more than merely creating high-quality oil. The organization invested in advanced manufacturing facilities and established a broad distribution network to guarantee availability, including in isolated areas.
Another significant milestone was Freedom’s shift from being viewed solely as a product to establishing itself as a reliable partner in health and wellness. By consistently educating consumers about the advantages of sunflower oil and launching health-oriented options like Freedom Rice Bran Oil, the brand adapted with the changing demands of health-aware shoppers.
Promotional activities were instrumental in the brand’s growth. Freedom evolved from mere awareness to emotional involvement with initiatives such as the #Freedom30MinuteMovement, which inspired women to spend time on their own self-care. These campaigns enabled the brand to engage more profoundly with its audience.
With health becoming a key consideration for consumers, and the PM’s call on to reduce oil consumption, how has Freedom Rice Bran Oil performed, and what makes it stand out with its 10,000 ppm Oryzanol positioning?
Health has consistently been a core aspect of Freedom’s brand commitment, and the growing consumer emphasis on nutrition has made Freedom Rice Bran Oil particularly significant. In reaction to the Prime Minister’s appeal to lower oil use and encourage healthier diets, this option has received significant approval from the urban health-oriented shoppers.
What distinguishes Freedom Rice Bran Oil is its elevated Oryzanol level of 10,000+ ppm. Oryzanol is recognized for its capacity to lower harmful cholesterol and promote heart health, elevating the oil beyond a mere cooking element by making it an ideal choice for the health conscious customers.
The brand has successfully reinforced this position with campaigns showcasing actual nutritionists and practical, relatable messaging. The emphasis is on promoting minor yet significant lifestyle adjustments, like selecting the appropriate oil, which can lead to a long-term effect on wellness. Amid a marketplace saturated with health assertions, Freedom Rice Bran Oil has gained consumer confidence by maintaining transparent, and truthful communication. It attracts individuals who are not only cutting back on oil consumption but also in search of quality and flavor while prioritizing health
How do you balance your portfolio between refined oils like sunflower and niche/health-forward products like rice bran and mustard oil?
Balancing the portfolio between commonly utilized refined oils like sunflower and more specialized, health-oriented products such as rice bran and mustard oil is a strategic focus for Freedom. The strategy focuses on addressing varied consumer demands while remaining in sync with changing health and lifestyle trends.
Sunflower oil remains the leading product thanks to its broad popularity, neutral flavor, and adaptability in Indian cooking. It constitutes the foundation of the brand’s portfolio and promotes growth in both urban and rural markets. Concurrently, Freedom acknowledges the increasing demand for functional and specialty oils from consumers focused on health.
Products such as Freedom Rice Bran Oil and Mustard Oil serve this market by providing evident health advantages. Rice Bran Oil, for instance, contains high levels of Oryzanol and antioxidants, which promote cardiovascular health, while mustard oil is favored in various local cuisines and recognized for its immune-boosting benefits.
To sustain this equilibrium, the brand employs a twofold strategy. On one side, it keeps enhancing the distribution and promotion of sunflower oil to maintain its leadship status. Conversely, it focuses on informing consumers about the advantages of healthier options through focused messaging, digital marketing, and customized packaging sizes.
This approach guarantees that Freedom meets the daily requirements of typical households while adapting to the growing demands of a health-conscious demographic, maintaining the brand’s relevance across various segments and preferences
Freedom’s marketing is described as a mix of ATL, BTL, digital, and PR strategies. Can you elaborate on how each of these channels is leveraged effectively? Could you share a recent campaign that resonated strongly with your target audience? What made it click?
Freedom’s marketing approach skillfully integrates ATL, BTL, digital, and PR channels to establish a robust, reputable brand that resonates with a diverse array of consumers.
ATL (Above The Line) initiatives, such as television, print, and radio, generate widespread recognition and strengthen Freedom’s leadership, particularly in crucial regions like Andhra Pradesh, Telangana, and Odisha. These initiatives support the brand in retaining prominent recall and conveying product advantages to countless individuals.
BTL (Below the Line) activities emphasize direct engagement with consumers via in-store promotions, sampling, community events, and collaborations with retailers. This community involvement fosters trust and loyalty as it enables consumers to directly experience the product and enhances connections with distribution partners.
Digital marketing serves as a crucial growth engine, allowing Freedom to connect with health-conscious and younger audiences via targeted materials such as recipes, health advice, influencer partnerships, and informative videos. Digital platforms facilitate interactive dialogues that enhance brand engagement and significance.
PR (Public Relations) enhances credibility by communicating the brand’s narrative, innovations, and strategic efforts through media exposure and thought leadership. PR assists in establishing Freedom as a conscientious and progressive brand within the health and wellness sector.
A notable initiative exemplifying this comprehensive strategy is the #Freedom30MinuteMovement, which motivated women to allocate 30 minutes each day for their health and wellness. This campaign struck a chord as it tackled a real concern that numerous women encounter—the difficulty of valuing self-care. It merged heartfelt narratives with actionable guidance and was advertised via TV spots, online materials, influencer collaborations, and community events.
The success of the campaign was rooted in its authenticity and significance. By concentrating on empowering women instead of merely marketing a product, Freedom created a deep emotional bond that enhanced brand loyalty and initiated significant discussions about health and wellness
What role does regional localization play in your marketing campaigns, especially given your focus markets?
Regional localization is vital for Freedom’s marketing approach, particularly as the brand’s most robust markets- Andhra Pradesh, Telangana, Karnataka, Chattisgarh and Odisha feature unique cultures, languages, and consumer tastes. Grasping and valuing these local subtleties enables Freedom to engage more profoundly with its clients.
In practice, this involves customizing communication, campaigns, and even packaging to align with local preferences and languages. Marketing messages are tailored to local feelings and cultural settings, enhancing their relatability and impact. For instance, campaigns could highlight regional festivals, well-known local influencers, or dishes that connect with the area’s culinary traditions.
The sales and distribution teams adopt state-specific methods, tailoring strategies according to the unique buying behaviors and competition of each region. This targeted approach guarantees improved market saturation, enhanced brand allegiance, and ensures dominance in these key markets.
In general, regional localization enables Freedom to establish trust and significance, making the brand appear as an integral and appreciated part of the local community instead of merely a national product
What are some key elements of the robust distribution network that GEF India has built? How has it evolved over the years? How do you ensure consistent brand visibility and availability across urban and rural markets?
GEF India has established a strong distribution network with various essential components that have developed considerably over time to guarantee prominent brand visibility and product accessibility in both urban and rural areas.
Initially, the company made early investments in creating a comprehensive and flexible distribution network that extends to remote towns and villages in its key markets such as Andhra Pradesh, Telangana, and Odisha. This broad network guarantees that Freedom products are readily available wherever shoppers buy.
Secondly, GEF India adopts a state-specific strategy, customizing its distribution and sales methods to the distinct purchasing behaviors and preferences of various regions. This regional emphasis allows the brand to remain competitive and pertinent.
Third, robust collaborations with distributors, wholesalers, and local retailers constitute the foundation of the network. The business collaborates intimately with these partners via consistent interaction, training, and incentive initiatives to maintain their motivation and alignment with brand objectives.
To ensure uniform brand visibility, GEF India merges its robust distribution network with marketing assistance at the point of sale. This encompasses in-store promotions, appealing merchandising, sampling initiatives, and loyalty programs that promote repeat buying.
Throughout the years, the network has evolved into a more advanced system by incorporating real-time market insights and digital resources. These technologies assist in tracking inventory, observing demand, and swiftly adapting to market fluctuations, guaranteeing that shelves stay filled and the brand stays visible in both cities and countryside.
In summary, this multi-faceted, locally adjusted, and technologically supported distribution network has been vital to Freedom’s expansion and market dominance
With increasing digitalization, how are you integrating technology in your sales and distribution strategy?
GEF India is proactively incorporating cutting-edge technology into its sales and distribution approach to enhance productivity and customer interaction. The firm utilizes AI-powered manufacturing methods to improve operational effectiveness and uphold superior product quality, guaranteeing that customer expectations are regularly fulfilled.
These technological advancements allow the company to consistently innovate and swiftly respond to changing market needs. Through data-driven insights, GEF India can enhance its distribution network, strengthen partnerships with sales collaborators, and implement specific marketing strategies.
In general, the use of these technologies enables GEF India to maintain consistent brand presence and product accessibility in various markets—both rural and urban—reinforcing its leading status and promoting ongoing growth
Has consumer preferences in edible oils changed over the last few years, especially post-Covid?
Yes, consumer tastes in edible oils have changed considerably in recent years, particularly following Covid. Health and wellness have emerged as primary concerns, as an increasing number of consumers are looking for oils that provide functional advantages such as promoting heart health and reducing cholesterol. Individuals are increasingly aware of the components and nutritional benefits of the oils they utilize for their everyday cooking.
There is an increasing expectation for brands to be transparent and trustworthy, as consumers prefer products that explicitly convey their health advantages and quality benchmarks. This has resulted in a growing interest in specialty oils such as rice bran and mustard oil, which are seen as healthier choices compared to conventional options.
Furthermore, consumers are increasingly willing to experiment with new products and formats that accommodate changing lifestyles, like smaller packaging for nuclear families or oils tailored for particular cooking requirements. In general, the pandemic hastened a transition to more conscious and educated buying choices in the edible oil sector.
What are the biggest challenges you face in the edible oil category today, and how are you navigating them?
The edible oil category faces several significant challenges today. These include fluctuating international commodity prices, supply chain disruptions, and intense competition in a market where brand loyalty is often low. Additionally, changing consumer expectations around health and quality add another layer of complexity.
To navigate these challenges, Freedom focuses on smart sourcing and maintaining strategic reserves to manage price volatility. The company leverages its scale as one of India’s largest sunflower oil importers to ensure a steady supply.
On the consumer front, continuous innovation and strict quality control help maintain trust and differentiate the brand. Freedom also stays agile by using real-time market intelligence to adapt packaging type and sizes, launch targeted offers, and adjust communication based on evolving consumer needs and economic conditions.
This combination of operational strength, market responsiveness, and consumer-centric innovation enables Freedom to sustain its leadership even in a dynamic and challenging environment.
What’s next for the Freedom brand? Are there plans to expand into new geographies or product categories? What long-term shifts do you foresee in consumer behaviour in the edible oil segment, and how is GEF India preparing for them?
In March 2025, Gemini Edibles and Fats India Ltd., the parent firm of Freedom Healthy Cooking Oils, forayed the branded spices sector via a strategic partnership with Sree Annapoorna Foods located in Coimbatore. The newly established organization, GEF Foods India Pvt Ltd, intends to produce and distribute a wide variety of masalas, meal mixes, and other spice-related items throughout India.
This partnership utilizes Sree Annapoorna Foods’ five decades of experience in spice processing alongside Gemini Edibles’ vast distribution network to provide genuine regional tastes to consumers across the country. The partnership intends to set up a production plant with a daily capacity of 100 tonnes in Andhra Pradesh to facilitate this growth.
These efforts highlight Freedom’s dedication to broadening its product range and enhancing its market footprint, in line with changing consumer preferences and strengthening its status as a key contender in the Indian FMCG industry.
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