Oil’s well at the Times Group

06 Mar,2013

By A Correspondent

 

Bennett, Coleman & Company Limited (BCCL), otherwise known as the Times of India Group, has taken options to buy upto 12 percent equity in Dalmia Continental Pvt Ltd (DCPL), promoters of Leonardo Olive Oil and Hudson Canola Oil. Leonardo Olive Oil is the market leader and No.1 brand of olive oil in the nation and holds 30 percent share in the olive oil market. Hudson Canola Oil is the leading canola oil imported from Canada.

 

In 2011-12, Leonardo Olive Oil experienced a growth rate of 120 percent in total revenue with sales of Rs 40 crore. The olive oil sector in India grew at 45 percent over the same period. Leonardo has focused on the use of olive oil for Indian cooking, which is the strategy behind its growth and acceptance by the Indian consumer.

 

VN Dalmia, Chairman of Dalmia Continental said, “We will not rest until olive oil becomes the main cooking medium in India. India is World No 1 in heart disease, World No 2 in diabetes and World No 1 in hypertension. The high mono-unsaturated fat in olive oil prevents heart disease, reduces cholesterol, fights diabetes and controls hypertension. There is also higher purpose behind our efforts: to improve the health of the nation. Our sole aim is not only to make profits”.

 

A BCCL spokesperson added, “The Times Group has consistently helped promising brands to achieve their potential. Leonardo is the leading olive oil brand and the Times Group is pleased to be associated with a company and brand that have the potential to grow exponentially due to the consumer’s need for their products as well as the higher social purpose behind their efforts. By targeting investments to selected brands that have high potential, the Times Group has assisted several brands to become super-brands.”

 

DCPL plans to spend a total of Rs. 100 crore towards its marketing initiatives in the 5 years from 2012-13 to 2016-17. The Leonardo ad campaign, which launched last year, has been designed by Euro RSCG.

 

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