Hathi Edible Oil, flagship brand of B. P. Oil Mills Limited (BPOM), onboards Bollywood actor Anupam Kher as its brand ambassador to launch new packaging across all three oil categories, marking a significant change for the 114- year old brand.
The association marks a strategic move for the brand as it aims to target a new generation of consumers while reinstating its familial and everyday cooking traditions.It also aims to renew the brand’s promise, ‘Hathi Oil, Swaad Jo Ghar Le Aaye’.
Talking about the association, Bharat Bhagat, Managing Director, B. P. Oil Mills Limited, said, “Hathi represents a legacy built over 114 years, with its products becoming part of the everyday cooking traditions of Indian households. As we look ahead, our focus is on strengthening this legacy while evolving the brand for changing consumer preferences. Anupam Kher’s versatility and enduring connection with audiences make him a strong partner in this journey. We see this association as an opportunity to reinforce Hathi’s brand equity and take its story to a wider consumer base.”
Anirudh Bhagat, Director, B. P. Oil Mills Limited, added, "Our focus is on building a stronger, more contemporary identity for Hathi while continuing to serve consumers across our edible oil portfolio. The new packaging is an important step in this direction, and the association with Anupam Kher gives us an opportunity to communicate the brand’s story more effectively. We are also exploring opportunities to expand our FMCG portfolio and take the business into new categories over time.”
Hathi products are available across major locations in India through a network of more than 2.5 Lakh retailers and 4,500+ distributors and dealers, along with e-commerce platforms. With a current turnover exceeding ₹1,000 crore, BPOM is targeting 35-40% growth over the next year. The company is also exploring opportunities to expand its FMCG portfolio into additional product categories.
