Q] How did BN Group build a strong consumer base in a highly cluttered edible oil market dominated by giants like Adani Wilmar and Marico?
When we were doing our market research, we knew that it was not just about competing on price or scale. It was always about getting to know the consumer better than anyone else and making sure we build a product that fits their need. For example, with Nutrica, we targeted a niche segment—parents looking for healthier options for their children. All of our campaigns are well thought out. Rather than focusing on sales alone, we prioritise storytelling so that consumers can relate to the brand. That approach has helped us connect with consumers in a meaningful way and carve out our space in a crowded market.
Q] Without the massive ad spends of MNCs, what has been your most effective strategy for consumer awareness—regional campaigns, trade marketing, or celebrity endorsements?
When it comes to authenticity or celebrity glitz, while we do regional campaigns to resonate with local sensibilities, our biggest impact has come from grassroots engagement and trade marketing. We’ve developed trust with retailers and directly engaged with consumers in Tier-2 and Tier-3 cities, which has created genuine relevance for our brands. It’s about communicating that we understand the everyday household.
Q] How do you leverage grassroots activations and retail-level promotions in Tier-2 and Tier-3 cities, where your strength lies?
The key is to be where the consumers are and making our presence felt in meaningful ways. We run community-oriented events, health awareness programmes, and in-store promotional activities—all designed to educate people about our products. At the retailer level, we ensure products are visible and easily available. By staying close to the local market and acquiring local knowledge, we’ve been able to build loyalty and trust organically.
Q] What role have digital and influencer marketing played in modernising a traditional FMCG category like edible oils?
Digital and influencer marketing have played a key role in bridging traditional FMCG categories with modern consumer expectations. We’ve collaborated with influencers to deliver meaningful information about nutrition, reaching wider audiences while leveraging credibility. These initiatives have helped us modernise the category and connect with a younger, more tech-savvy demographic.
