Freedom Oils – trusted health and flavour for every home
Mumbai: Step into the world of Freedom – where quality, health, and taste come together. As the flagship brand of Gemini Edibles and Fats India Ltd. (GEF India), Freedom Healthy Cooking Oils gives you the “Freedom to eat, Freedom to enjoy.” Our range of premium oils, including Freedom Refined Sunflower Oil, Physically Refined Rice Bran Oil, Kachi Ghani Mustard Oil, and Groundnut Oil, let you embrace a healthy lifestyle without sacrificing flavour.
MadeInMedia’s Kalpana Ravi in an email interaction with Chetan Pimpalkhute, General Manager, Marketing, Freedom Healthy Cooking Oils. Spoke about the company’s endeavour to make eating guilt-free, the market share the introduction of Rice bran oil, the distribution and marketing strategies, and much more……
Excerpts:
With Freedom commanding a 70% market share in the sunflower oil category in AP, Telangana, and Odisha, what strategies have been most effective in building and maintaining this dominant position?
Freedom Healthy’s cooking oils market share in the sunflower oil category across Andhra Pradesh, Telangana, Karnataka, and Odisha is a result of several strategic initiatives. A key factor has been its focus on delivering consistent product quality, supported by state-of-the-art infrastructure and an extensive distribution network. Freedom’s positioning as a value-for-money brand and a clear emphasis on health benefits resonates with a broad consumer base, particularly in these regions.
A robust 360-degree marketing strategy that combines ATL (above-the-line) and BTL (below-the-line) activities has been instrumental in driving awareness and encouraging consumer trials. By leveraging traditional and digital advertising channels, Freedom Oils ensures high brand visibility across diverse platforms. This strategy helps connect with both urban and rural consumers, further solidifying brand loyalty.
How does Freedom differentiate its product offerings, such as Refined Sunflower Oil and Physically Refined Rice Bran Oil, in an extremely competitive and low-involvement edible oil market?
Freedom differentiates its product offerings, such as Refined Sunflower Oil and Physically Refined Rice Bran Oil, through a combination of quality, health benefits, and targeted marketing. By focusing on superior quality and stringent refining processes, Freedom ensures that its oils maintain high purity and freshness, appealing to health-conscious consumers.
In an extremely competitive and low-involvement edible oil market, Freedom emphasizes the unique nutritional profiles of its products. For instance, its Physically Refined Rice Bran Oil is enriched with 10,000 ppm Oryzanol, a compound known for its health benefits, including cholesterol management and antioxidant properties. This distinction sets it apart from competitors, attracting consumers looking for healthier cooking options.
Moreover, Freedom employs targeted marketing strategies to educate consumers about the advantages of each product. Engaging campaigns highlight its oils’ versatility and health benefits, while packaging designs are tailored to convey freshness and quality. By focusing on these differentiators, Freedom successfully carves out a unique identity in a crowded market
Can you elaborate on the health benefits of Freedom Physically Refined Rice Bran Oil and how its unique composition, including 10,000 ppm Oryzanol, appeals to health-conscious consumers?
Freedom Physically Refined Rice Bran Oil offers numerous health benefits that cater to the growing demand for nutritious cooking oils among health-conscious consumers. One of its standout features is its high Oryzanol content, measuring approximately 10,000 ppm. Oryzanol is a natural antioxidant derived from rice bran, known for its ability to help lower cholesterol levels, support heart health, and improve overall well-being.
In addition to its cholesterol-lowering properties, Oryzanol also acts as a potent antioxidant, combating oxidative stress and reducing the risk of chronic diseases. This makes Freedom Rice Bran Oil particularly appealing to those looking to enhance their health through dietary choices. This oil has a balanced fatty acid profile, rich in monounsaturated fats (MUFAs) and polyunsaturated fatty acids (PUFAs), which are essential for maintaining good health. Its high smoke point makes it ideal for various cooking methods, including frying and sauteing, without losing its nutritional value.
By promoting these health benefits and emphasizing the unique properties of its Physically Refined Rice Bran Oil, Freedom effectively addresses the preferences of health-conscious consumers, positioning itself as a reliable choice in the increasingly competitive edible oil market.
What role does Freedom’s distribution network play in ensuring wide availability and brand penetration, especially in both urban and rural markets?
Freedom’s distribution network is crucial in establishing and maintaining its presence across diverse markets, particularly in both urban and rural areas. The brand employs a multi-channel distribution strategy that ensures the wide availability of its products, reaching consumers wherever they shop. This approach combines traditional distribution methods with modern techniques, including partnerships with local wholesalers, retailers, and online and Q-Commerce platforms.
In urban markets, Freedom focuses on engaging modern retail formats, such as supermarkets and hypermarkets, which allows the brand to connect with a larger audience. These retail outlets often feature dedicated shelves for Freedom products, increasing visibility and attracting health-conscious consumers seeking reliable cooking oil options.
In rural areas, the brand adapts its strategies by partnering with local distributors and small grocery stores, ensuring that even remote communities have access to its products. This grassroots approach fosters brand loyalty among consumers who may prefer purchasing from local shops. Freedom’s robust distribution network not only facilitates widespread brand penetration but also ensures that quality cooking oil is accessible to all, reinforcing its position as a market leader in the edible oil category.
How does Freedom’s marketing strategy, combining ATL and BTL activations, help in engaging with the target audience and driving brand loyalty in a cluttered market?
Freedom’s marketing strategy effectively combines Above the Line (ATL) and Below The Line (BTL) activations to engage its target audience and foster brand loyalty in a competitive edible oil market. The ATL approach leverages mass media channels like television, radio, and print to create widespread brand awareness. By running impactful advertising campaigns that emphasize the health benefits and quality of its products, Freedom captures the attention of consumers and establishes a strong brand presence.
Simultaneously, Freedom employs BTL tactics to build personal connections with consumers. This includes in-store promotions, cooking demonstrations, and health-focused events that encourage direct interaction with the brand. These initiatives allow consumers to experience Freedom products firsthand, enhancing their understanding of the brand’s commitment to quality and health.
Additionally, digital marketing plays a significant role in Freedom’s strategy. By utilizing social media platforms and influencer collaborations, Freedom reaches a tech-savvy audience, fostering community engagement and dialogue around healthy cooking practices.
This dual approach not only boosts brand visibility but also nurtures consumer relationships, encouraging repeat purchases. By effectively blending ATL and BTL strategies, Freedom successfully navigates the cluttered market landscape, creating a loyal customer base that trusts and prefers its offerings over competitors.
With growing consumer interest in health and wellness, how is Freedom planning to innovate or expand its product range to meet evolving consumer preferences for healthier cooking oils?
In response to the increasing consumer interest in health and wellness, Freedom is strategically planning to innovate and expand its product range to align with evolving preferences for healthier cooking oils. Our campaigns, particularly for Freedom Rice Bran Oil are designed specifically to highlight the health benefits of using the oil.
We also initiated a ‘Freedom Oil Knowledge Series’ to help reach out to health-conscious customers. As a part of this campaign, we organize platforms where doctors, nutritionists, and health coaches discuss the benefits of using specific variants of oils and share the summarized content of these discussions with our consumers through traditional media and digital platforms.
Additionally, Freedom is committed to enhancing the transparency of its product offerings. By clearly labeling nutritional information and sourcing details, the brand aims to build trust with health-conscious consumers. To engage consumers, Freedom leverages digital platforms for educational campaigns that promote the advantages of its healthier oils. By aligning product innovations with consumer desires for health and wellness, Freedom aims to solidify its position as a leader in the edible oil market, meeting the needs of a more informed and health-oriented customer base.
Freedom has a strong presence in AP, Telangana, and Odisha. What are your plans for expanding market share and brand presence across other regions in India?
Moving forward, the goal is not to have an all-India presence but to make a substantial impact in the markets we are present in. It’s not about being number one or two in those markets but possessing a good 15-20% market share. We recently launched our new brand in Tamil Nadu with the brand name Be- Rite because I believe that the narrative has to be different for different regions. Once we launch into a new market, we focus on that market, and only after achieving some success, we make our way to other states.
Can you share some examples of the digital and PR strategies that have been most impactful in elevating the Freedom brand and connecting with health-conscious consumers?
Freedom has implemented a variety of digital and PR strategies to effectively engage with health-conscious consumers and elevate its brand presence. One of the most impactful strategies has been the use of social media to share educational content on the health benefits of its products. This digital outreach includes engaging visuals, expert-led discussions, and interactive posts that highlight the product’s role in supporting heart health, which resonates with the target audience.
The brand has also collaborated with nutritionists, fitness experts, food influencers, and chefs to promote healthy cooking tips and recipes using Freedom oils. These partnerships help build credibility and create a strong connection with consumers who prioritize wellness. PR campaigns focusing on community health initiatives, sponsorship of wellness events, and active participation in food-related expos have further bolstered Freedom’s image as a health-driven brand.
In addition, Freedom Healthy Cooking Oils has integrated influencer marketing into its digital strategy, amplifying consumer trust through word-of-mouth endorsements. By combining these digital and PR efforts, the brand has successfully positioned itself as a market leader in the edible oil segment, catering to a health-conscious customer base while maintaining its strong reputation for quality and innovation.
In a highly commoditized edible oil market, how does Freedom manage to sustain customer loyalty and keep consumers engaged with the brand over time?
In a highly commoditized edible oil market, Freedom sustains customer loyalty through a multifaceted approach centered on quality, transparency, and consumer engagement. The brand prioritizes the production of high-quality oils that meet stringent health standards, ensuring that consumers associate Freedom with reliability and excellence. By maintaining consistency in taste and performance, Freedom builds trust among its customers, encouraging repeat purchases.
Transparency plays a crucial role in Freedom’s strategy, with the brand actively communicating the nutritional benefits of its products. This includes detailed labeling and educational content that informs consumers about the health advantages of using Freedom oils, such as the heart-healthy attributes of its Physically Refined Rice Bran Oil.
Moreover, Freedom engages consumers through interactive marketing campaigns, fostering a sense of community around the brand. By using social media platforms to share recipes, cooking tips, and health information, Freedom keeps consumers actively involved. The brand also seeks feedback and incorporates consumer insights into product development, ensuring that it meets evolving preferences. Together, these strategies not only retain existing customers but also attract new ones, effectively maintaining Freedom’s competitive edge in a crowded marketplace.
What challenges do you foresee in maintaining Freedom’s leadership in the edible oil category, and how is the brand preparing to navigate those challenges in the future?
In the highly competitive edible oil market, Freedom faces several ongoing challenges in maintaining its leadership. One of the key issues is operating in a price-sensitive environment. As Freedom invests heavily in maintaining product quality and innovation, balancing these costs while offering competitive prices becomes critical.
Additionally, the brand must navigate fluctuations in demand, which are often influenced by raw material price changes. Managing these variations without compromising on quality or consistency adds to the complexity.
Despite these hurdles, Freedom’s strong market presence, focus on customer loyalty and commitment to health-oriented products have helped it stay ahead. With continuous innovation and a robust distribution network, Freedom is well-prepared to tackle these challenges and sustain its leadership position.
