PROJECT REPORT On

ANALYSIS OF VARIOUS BRANDS OF SOYABEAN REFINED OIL IN THE MARKET

SUBMITTED TO CHITKARA BUSINESS SCHOOL, IN PARTIAL FULFILLMENT OF THE REQUIREMENTS FOR THE DEGREE OF MASTERS IN BUSINESS ADMINISTRATION IN MARKETING (2006-2008)

Submitted by:
Ashwani Pahuja
1

MBA - 4th Sem.

Roll No. E066009

CERTIFICATE

This is to certify that research project titled A nalysis of various brands of soybeans refined oil in the market carried out by Mr. ASHWANI PAHUJA under my guidance and supervision is an original research work. It is based upon both the primary data as well as secondary data and references are from published sources hence it proves authenticity of the research project. This research work is original and is an unpublished report.

HARPAL SAINI Faculty Member CIET

ACKNOWLEDGEMENT The research on Analysis of various brands of soya bean refined oil in the market , was assigned to me as my major project. I have tried my best to present this information as clearly as possible using basic terms that I hope will comprehended by the widest spectrum of researchers, analysts and students for further studies. I am thankful to Mr. HARPAL SAINI , Faculty Member for his guidance and support. Mere acknowledgement may not redeem the debt I owe to my parents for their direct/indirect support during the entire course of the project.

CONTENTS S.No Chapter-I (a) (b) i ii iii iv V vi ChapterII i ii iii ChapterIII ChapterIV Contents Certificate Acknowledgement Introduction to the topic Executive Summary Introduction to Edible oil industry Edible oil market in India Processing of Soya Oil Major Players in Soyabean oil Preferable brands and price Retailers and customers want to say Market strategy & marketing mix Objectives Scope and Limitations Research Methodology Analysis of Data and Findings Suggestion of Retailers &customers, Conclusion and Recommendations Bibliography 5 6-10 11-12 12-29 30 31-32 32-41 42 42 42 43-44 45-55 55-57 Page No(s)

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EXECUTIVE SUMMARY
The objective of this research is to determine the customer as well as retailers preferences regarding different soya bean brands which result in their market share. It involves the study the consumers buying behavior and attitudes towards a variety of attributes and factors, which help them in decision-making.

Firstly, I took five brands of soya bean refined oils; for a comparative study. I got the companies broad background; their entry into the segment, their positioning strategies of brands and other factors affecting the consumers buying behavior. Later I went through the process of filling the questionnaires from 50 retailers & 100 customers selling and consuming soya oil, both retailers and customers were taken into account to make this research more effective. Secondary data from various sources like magazines, a journal etc has also been taken. The findings showed that the retailers who sell various brands want more margin and various packages as well and customers want some discount schemes and soya bean oil at reasonable price between 40 -50,moreover they want after sale services. But, at the end the research was limited due to small sample size, small sample area and time constraints.

EDIBLE OIL MARKET IN INDIA

India accounts for 9.3 percent of world oilseed production. It has the worlds fourth largest edible oil economy. Yet, about 43 percent of edible oil available in India is imported. In 1999 India ranked as the worlds largest importer of edible oils, displacing China. The bulk of edible oil India imports under the Open General License (OGL) are RBD Palmolein of Malaysian and Indonesian origin

India has approximately 300 crude edible oil refining units. 60-70 percent of which are small. Unlike the bigger refiners. The small ones are unable to import huge quantities of crude either due to their low capacity or lack of financial resources, and may be forced to close down or sell out to the bigger ones in the foreseeable future. A major problem is the low capacity utilization. The installed capacity of oil mills is around 36 million tones annually, but capacity utilization is only 40 percent solvent extraction plants show only 33 per cent capacity utilization and vegetable oil refineries show 40 per cent. The total import of edible oils during the period form November 1998 to October 1999 totaled 4.4 million tones valued at more than Rs. 9.000 crores. That was against a demand supply gap of 1.4 million tones in 1998-99. Imports have therefore deluged the market. The import of relined palm oil was put under OGL (Open general License) in March 1994. Other edible oils were put under OGL in April 1995 (when an item is brought under OGL, it means that the item can be imported without seeking any approval).

Originally, there was no discrimination between refined and non refined edible oil as far as import duty concerned. The duty on both was 65 percent. Duty was the slashed to 30 percent for both, then to 20 percent in 1996 and 15 percent in then 1999-2000 budgets. On December 30, 1999 a differential duty structure was introduced. Duty on refined oil was fixed at 27.5 percent (25 percent plus 10 percent surcharge) while that on crude was retained at 16.5 percent (15 percent plus 10 percent surcharge) But only actual users (as opposed to traders) are allowed to avail of this reduced duty on crude oil. Traders are nevertheless allowed to import crude at the reduced duty but only to sell to actual users on a high seas basis. This requires that the actual users fills in the import documents (and pays the reduced duty) but leaves the importing process to the trader. In most parts of the world, the import duty on oilseeds is lower than that on oils. But, in India it is higher 40 percent. That is why no import of oilseeds of oil bearing material has taken place in India. The industry wants the duty to be lowered from the present 40 percent to 5 percent. Edible oils prices in the Indian market have crashed due to large imports by multinational trading houses see table.

IMPORTANCE OF EDIBLE OILS IN THE COUNTRYS ECONOMY

Oilseeds and edible oils are two of the most sensitive essential commodities. India is one of the largest producers of oilseeds in the world and this sector occupies an important position in the agricultural economy and accounting for the estimated production of 25.14 million tonnes of nine cultivated oilseeds during the year 2003-2004. India contributes about 8-9% of the world oilseeds production. Export of oil meals, oilseeds and minor oils has increased from 2.28, million tones in the financial years 2003-2004. In terms of value, realization has gone up from Rs.2653/- crores to Rs.5447/- crores. India accounted for about 6.4% of world oil meal export. Types of Oils commonly used in India. India is fortunate in having a wide range of oilseeds crops grown in its Different agro climate zones. Groundnuts, mustard/rapeseed, sesame, safflower, linseed, Niger seed/ castor are the major traditionally oilseeds. Soya been and sunflower have also assumed importance in recent years. Coconut is most important amongst the plantation crops. Efforts are being made to grow oil palm in Andhra Pradesh, Karnataka, Tamil Nadu in addition to Kerala and Andaman and Nicobar Islands. Among the non-conventional oils, rice bran oil and cottonseed oil are the most important. In additional, oilseeds of tree and forest origin, which grow mostly in tribal inhabited areas, are also a significant source of oils. Figures pertaining to production of major cultivated oilseeds , availability of edible oils from all domestic sources and consumption of edible oils (from Domestic and Import sources) during the last few years are as under :In Lakh Tonne (Nov Oil year October)

Production of oilseed s

availabilit Net y edib oil fro le s m domestic sources 69.60 60.15 54.99 61.46 47.28 71.09

of all

Consumpti on edibl e oils

19981999 19992000 20002001 20012002 20022003 2003-

247. 48 207. 15 184. 40 206. 63 150. 58 251.

of (fr om an domestic d import sources) 95.8 2 102.1 1 96.7 6 104. 68 90.9 3 124.

2004

42 advanc e Estimates) 248. 42 advanc (2nd e

(4th

04 (Est.) 73.10 (Est.) 8 (Est.) 117.1 0 (Est.)

20042005

estimates)
Source
(i)

Production of oilseeds, Ministry of Agriculture as Declared on 19-01-2005. (ii) Net availability of edible oils, Directorate of Vanaspati, Vegetable.

CONSUMPTION PATTERN OF EDIBLE OIL IN INDIA. India is vast country and inhabitants of several of its regions have developed specific preference for certain oils largely depending upon the oils available in the region. For example, people in the South and West prefer groundnut oil while those in the East and North use mustard/rapeseed oil. Likewise, several pockets in the South have a preference for coconut and sesame oil. Inhabitants of northern plain are basically hard fat consumers and therefore, prefer Vanaspati a term used to denote a partially hydrogenated edible oil mixture. Vanaspati has an important role in our edible oil economy. Its production is about 1.2 to 1.4 million tonnes annually. It has around 10% share of the edible of the market. It has the ability to absorb a heterogeneous variety of oils, which do not generally find direct marketing opportunities because of consumers preference for traditional oil such as groundnut oil, mustard oil , sesame oil etc. For example newer oils like soyabean, ricebran and cottonseed and oils from oilseeds of tree and forest origin have found their ray to the edible pool largely through vanaspati route. Of late, things have changed. Through technological means such as refining, bleaching and de-odouraisation, all oils have been rendered practically colorless. Odorless and tasteless, and therefore, have become easily interchangeable in the kitchen. Newer oils, which were not known before they have entered the kitchen, like those of cottonseed, sunflower, palm, oils or its liquid fraction (palmolein) soya bean and rice bran. About 60-70% predominately groundnut and mustard seeds are used to make non-refined or filtered oils. This tends to have a strong and distinctive test preferred by most traditional customers. The share of raw oils refined oils and vanaspati in the total edible oil market is estimated at 42%, 48%and 10% respectively. MAJOR FEATURES OF EDIBLE OILS ECONOMY:There are two major features, which have very significantly, contributed to The development of this sector. One was the setting up of the Technology. Mission on Oilseeds in 1986. This gave a thrust to Governments efforts for augmenting the production of oilseeds. This is evident by the very impressive increase in the production of oilseeds from about 11.3 million tonnes in 1986-87 to 24.8 million tonnes in 1998-99. there was some setback in 1999-2000 because 9

of the unseasonal rain followed by inclement weather. The production of oilseeds declined to 20.7 million tonees in 1999-2000. However, as per available information. The oilseeds production in 2003-2004 is estimated to be 25.1 million tonnes. The other dominant feature which has had great significant impact on the present status of edible oilseeds/oil industry has been the programme of liberalization under which the Governments economic policy allows greater freedom to the open market and encourages healthy competition and self regulation rather than protection and control. Controls and regulations have been relaxed resulting in a highly competitive market dominated by both domestic and multinational players. DEMAND FOR EDIBLE OILS RISES IN INDIA:Indian food industry continues to show a strong commitment to oils imports following drop in domestic demand, says industry body. Fresh figures from the Solvent Extractors Association of India (SEAI) revel that edible oils imports increased by some 21 percent for the first six months to April 2005. Imports jumped to 2.2 million tonnes in the first half of 2004-2005 up from 1.82 million tonnes for the same period last year. Imports are expected to be much higher this year because of a drop in domestic oilseeds production, said B.V. Mehta, executive director of SEIA adding that India was likely to import about 500,000 tonnes per month this year. Purchases of edible oils by India are expected to reach around 5 million tonnes this year from 4.4 million tonnes in 2003-2004 Mehta added reports the American Soybean Association. Soya oil in particular saw strong growth. Imports of crude soy oil leapt to 735.352 tones in the November 2004 to April 2005 period up from 236.990 tonnes in a year earlier. Crude palm oil purchases rose 10.8 percent to 1.01 million tonnes from 911,520 tonnes. Indias oilseed output for 2005 is estimated to be around 21.8 million tonnes, a fall of 6.4 percent from 23.3 million tonnes last year.

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The processed food market is enjoying decent growth in India, pushing up demand for oils. The Indian branded food and drinks market grew last year by over 5 percent, according to recent figures from ACNielsen, outpacing the global the global average growth rate 4 percent. Supporting this buoyant overall trend, growth rates for individual product categories within the Indian market too, reflect aggressive performance within the similar period.

SOYA OIL The source: Soya was developed in China even before the time of written records. The name of the Soya bean comes from sou meaning big bean and is one of the five holy plants of the Chinese people 5000 year ago. The Emperor himself planted Soya every year in a ritual ceremony. Nowadays, as a member of the legume family, it has an important position in ecological agriculture. Legumes supply the soil with nitrogen and are therefore highly suitable for use in the rotation of crops. In addition to its agricultural value, the soyabean also supplies especially healthy oil, which is making more and more friends. The plant itself is a short bushy plant 20-180 cms in height. It is grown in normally cultivated fields in rows. Recently, there has been a massive boom in the production of genetically engineered soya bean, which can resist certain herbicides. Vast areas of north and South America have been planted with these GM Soya plants. The soya used in the production of our oil is exclusively from organic farmers in France who belong to a cooperative near Albi. The cultivation association pay very conscientious attention to ensure that No GM soya seed is used to the extent that they produce their own organic seed.

Processing:-

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Soya is a basic component of the diet in Asian countries and forms the basis of tofu. Soya oil first cold pressing has a full aroma, which deliciously emphasizes the natural flavor of your salads and raw dishes. Industrially refined soya bean oil is product which one should regard with particular skepticism; with regard to flavor and nutritional significance industrially refined soya bean oil has simply nothing to offer. When our soya bean oils is pressed, the whole oil mill is filled with a magnificent aroma of fresh beans. The processor has to press some 10 killos of soya bean in order to extract one simple litre of oils. Cooking:It is not really advisable to beat cold pressed soya bean oil. Our soya bean oils have a delicate bean like flavor. It is thus ideally suited to enhance salads of hearty noodle, potatoes and beans. If you find the soya flavor to dominant, simply mix it with a little safflower oils. Health:Soya bean oil possesses more than lecithin than any other oil. It is thus a real power food for the bran and nervous system. Stress bound managers and all mothers with small children should always keep a small store of cold pressed soya bean oil at hand:1100g of cold pressed soya bean oil contain 31.7 mg of vitamin E. 23413.7% saturated fatty acids. 25.3% monounsaturated fatty acids. 60.8% polyunsaturated fatty acids, of which 6.5% linolenic acid.

MAJOR PLAYERS

AMRIT BANASPATI CO. LTD

Amrit Banaspati Co. Ltd a company that is synonymous with purity and goodness, is poised on the threshold of the new millennium today. In a country as diverse as India , nature has showered her best, in full measure.

About the company :12

At Amrit Banaspati Company we have stayed close to our roots nature. Our special understanding of nature and her ways have enabled us to grow form a Vanaspati company to a multi product organization producing a whole range of edible oils and fats. Today ABC has an installed capacity of 10,000 metric tonnes per month as compared to a mere 3,000 metric tonnes per month in its first year of operations. This stupendous growth has been possible because ABC has continuously endeavored to bring new products to the Indian consumer and that end is R and D has played a key role. Further ABC has over the years introduced a range of refined oils namely, soyabean, groundnut, cottonseed, mustard and sunflower. With the objective of meeting the varied need of Indian consumer. Besides ABC also produces bakery shortening and confectionery fats and oils among other products that meet your specific needs. Most importantly, all our products meet the stringent international standards. So much so that ABC brands are household names today and have been honored with the Monde Selection Medal of Brussels on several occasions.

TURNOVER :The present turnover of Amrit Group is around 600 crores and of Rajpura unit is around Rs.340 crores in terms of turnover. Amrit Banaspati company has been ranked amongst the top 100 companies in the India.

QUALITY OBJECTIVES :1 Ensuring availability of all products in all packs sizes across the distribution channel. 2 Achieve growth introduction of new products (industrial and consumers) 13

1 Creating and sustaining quality and hygiene consciousness at all levels of organizing and promoting employees participation. 2 Organization and promoting employee participation. 3 Continuous enhancing the money of the customers

QUALITY:To ensure consistently in the quality of various products manufactured at Rajpura and to further improve the quality of its various products, company has very good quality control systems together with the research and development department which is comparable to the best in the country. It is to the credit of this good quality control systems and efficient R&D department that ABC Rajpura has been honoured and awarded with the American International Quality Certificates and Gold Medal to the management of ABC Rajpura a transworld tradefare selection award of recognition for their outstanding performance in the manufacture in the Gagan Vanaspati.

PRICING STRATEGY OF ABC.

Pricing decision effects the overall marketing skills and consumer acceptability. While the external forces in which the commercial establishment to operates has to be taken on account the but the internal forces, its strengths and weaknesses, the company objectives etc. have the viewed in the competitive filed. Edible oil prices is affected not only because of national and international market variations but because of internal factors such as government raw oils import policies prices of other oils used in mixture and the total expected output of oil need crops. The interstate ban on supply of raw oils also affect the pricing of the product. While marketing the price structure the marketer has to watch carefully the pricing strategy adopted by the competitors the pricing structure which represents the margin to the distributors, retailers etc has an impact on the sales of the product, the pricing structure of ABC Rajpura is as below :3-1/2 percent dealers margin. 5-1/2 percent retailers margin

14

ABC Brand also covers the distributors on restrospective basis if there is any price fluctuations thus a safe play for the distrubutors and retailers too.

DISTRIBUTION OF PRODUCTS :Distribution of the products is the main objectives of the marketing process. It is the process of transferring the product from the producers to the distributors and ultimately to the consumers through retailers. The decision regarding the channels of the distribution is very important decision from the companys point of view because the selection of channel affects considerably the other marketing decision.

Amrit Banaspati has adopted three tire Distribution :PLANT , DISTRIBUTERS , RETAILERS , CONSUMERS All the products produced at ABC Rajpura are sold in the area of Punjab, Haryana, Rajasthan, J&K, Himachal Pradesh, West Bengal and Chandigarh through 130 depots and 575 stations. Number of dealers engaged in distribution of Amrit Banaspatis products are around 670.

FORTUNE SOYABEAN OIL

Fortune Refined Soyabean Oil is light, odorless and

healthy oil. Most importantly it contains OMG3 (Omega 3 fatty acids) an essential PUFA which needs to be supplemented from outside sources. Soyabean oil is the preferred oil of many a household across the world. Fortune Refined Soyabean Oil, enriched with OMG3, gives you and your family Paanch Ka Aashirwad. Fortune Refined Soyabean Oil is the highest seller in the refined soyabean oil category with 44% of the market share (As per AC Nielsen Retail Audit Index - MAT Mar.'06).

Paanch Ka Ashirwad is for: 15

1 2 3 4 5

Healthy eyes A strong heart The nourishment of the womb Controlling diabetes The healthy growth of your children

Fortune Refined Soyabean Oil is available in

Liner carton 200 ml Pouches 200 ml, 500 ml, 1 ltr Pet bottles 500 ml, 1 ltr, 5 ltr Jerry cans 2 ltr, 5 ltr, 15 ltr Tins 15 ltr, 15 kg Maha Fortune 15 ltr

16

The end-users of our products are: households and institutional buyers [catering / hospitality / processed food / snacks] set-ups. AWL has set up a strong distribution network of Company Distributors and Super Stockists for its retail operations. This chain helps to tap even the small retailers/traders and thus increasing our reach.

Today AWL has its distribution foot prints all across the country with various stock-points catering to more than 3800 distributors, 600 Super Stockists and numerous brokers and other trade associates. AWL's retail reach is more than 500,000 outlets across the country and this retail reach can be compared with the best FMCG giants in the country

Title Trusted Brands Award Winner Gujarat's rising star Oil buckle under as trucks

Publication Reader's Digest Business India Economics Times

Date May 2006 May 07 2006 February 02 2006

17

Health to the people

Brand Reporter

February 01 2006

Fortune Mission Extra Health was undertaken by AWL in Mumbai between October-November 2005. The core objectives for undertaking Mission Extra Health were to: 1 Create high brand visibility and awareness 2 Create top of the mind recall as a healthy oil This activity was aimed at health conscious people of Mumbai. Height, weight, body mass index, blood pressure, blood sugar, cardio vascular check-ups were done of the individuals who participated in this program. Each participant was handed a health check card, by the doctor, with a rating system as to the position of his or her health. The duration of the Fortune Mission Extra Health activity carried out in Mumbai was for 40 days covering 19 Parks, 17 Residential colonies, 4 Malls, 4 Clubs, and 54 areas by the means of Road Show. This activity received a tremendous response. We also got excellent press coverage as the Fortune Mission Extra Health activity was reported in various newspapers. There was a very good increase in terms of brand awareness and overall the activity was a huge success

Adani Group with its turnover exceeding Rs.17000 crores (US $ 3.7 billion) in 2005, is one of the fastest growing corporate houses in India . Its flagship company
Adani Enterprises Limited (formerly known as Adani Exports Ltd), is one of the largest

18

trading companies in India with Five Star Trading House status (Highest status conferred by the Govt. of India). 1 Adani Exports trades in nearly 40 commodities in more than 55 countries around the world. 2 The Group owns a fully functional multi-purpose port at Mundra in the Gulf of Kutch, Gujarat. 3 Another Group company Adani Retail Ltd. is into retailing, and has opened 55 super stores in Gujarat known by the name of Adani Supermarkets. 4 The Group has also set up a BPO in Ahmedabad, iCall India Ltd. which caters to both International and Domestic clients. 5 Adani Group is also involved in infrastructure development which includes developing a Natural Gas distribution project building a township and an SEZ at Mundra. Adani Group has emerged as an integrated and diversified group with leadership in the areas of global trading, edible oil manufacturing and infrastructure development.

Wilmar Holdings is one of the world's largest trader and refiner of edible oils. With consolidated sales of US $ 5 billion in 2005 , the group is: 1 The largest palm oil refiner, palm kernel crusher and specialty fats manufacturer in Indonesia 2 The largest exporter of palm and lauric oils, palm kernel expeller and related products in Indonesia 3 The largest soyabean crusher in China . The group's global sourcing capability, cost effective processing, extensive distribution network and logistics capability, including its own fleet of tankers, allows it to respond quickly to changes in market conditions and deliver products on a timely basis to its customers.

The company has strategically located its refining and processing

facilities to both cater to different parts of the country as well as harness the potential of oilseed growing areas. The locations are at

19

Mundra (Gujarat), Mantralayam (Andhra Pradesh), Bundi (Rajasthan) and Haldia (West Bengal).

AWL's largest state-of-the-art refinery is based at Mundra in the Gulf of Kutch in Gujarat . The technology has been imported from De Smet of Belgium and Alfa Laval of Sweden . The quality of oil is at par with best in the world, meeting USFDA standards. AWL refined oil goes through the strictest quality controlled and computerized manufacturing process with online monitoring.
AWL's Mundra refinery was started with an initial refining capacity of the 600 Tonnes per Day (TPD) and after the recent expansion; Mundra has a consolidated refining capacity of 2200 TPD and hydrogenation capacity of 350 TPD. This refinery is a model for backward integration, starting from transportation of oil through pipelines from port to the plant, to in house packaging material manufacturing like; blow-molding facility, corrugated box plant, tin manufacturing facility and multi-layer packaging film plant. In addition to this is a 4 MW captive power plant that provides uninterrupted and hassle free electricity.

Such integration provides an edge in maintaining highest quality standards & a competitively priced product.

This plant was acquired from ITC & is reputed to be one of the best plants in India for sunflower oil production. The plant has a capacity to crush 450 TPD of seeds and refining capacity of 180 TPD oil . Located in close proximity to the sunflower-growing belt of Andhra Pradesh and Karnataka, this plant is also suitable for crushing and refining Soyabean and Groundnut oil. It was strategically acquired to cater to South India 's demand for Refined Sunflower Oil.

This plant was taken over from RICO industries. It has a capacity to crush 450 TPD of seeds and refine 150 TPD of oil. The plant provides ideal location for processing both mustard and soyabean. Apart from it there is also a processing facility at Jaipur, which produces the premium quality

pungent mustard oil packed as Fortune "Kachi Ghani",

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exclusively to cater to the taste of pungent and pure mustard oil of eastern India .

This plant was acquired from Acalmar, and has a capacity to refine 600 TPD of oil. This plant provides ideal location for supplying to Eastern parts of the country. It also has excellent facilities to manufacture Speacilty Fats, which is an alternative for Vanaspati.

In addition the to the above refineries, AWL also has packing operations at

1 2 3 4 5

Chatral [ Gujarat ] Latur [ Maharashtra ] Jaipur [Rajasthan] Dharwad [Karnataka] Cochin [Kerala]

Dewas [Madhya Pradesh]

The Ruchi Soya Industries Limited

Ruchi Soya Industries Limited is an agro industry of Rs 3081.60 crores turnover Ruchi Group. It is the flagship company of one of the five companies of the group. The group has an impressive net worth of Rs 401 crores (Rs 4010

million) and assets worth Rs 682.75 crores. The company was founded by industrial visionary late Shri Mahadeo Shahra and at present is headed by his eldest son Shri Kailash Shahra, who is the Chairman of the Group. Shri Kailash Shahra has enhanced the vision by transforming countryside of Madhya Pradesh into Soya bowl of the nation. Ruchi Soya Industries Limited (RSIL) is Flagship Company of Ruchi Group. It is most integrated Soya processor and first company in the country to export Soya 21

meals, manufacture edible grade Soya flour and textured Soya proteins in India. Its brand `Nutrela' enjoys market leadership in the Soya product segment. RSIL is leading player in vegetable oils, Soya flour and vanaspati products. It commands large share of market. Three generation experience, integrated vision, entrepreneurship and industrial competitive spirit has not only expanded the reputed business but has led to diversification in closely associated ventures including foreign collaborations.

Ruchi's Soya Products

Ruchi Soya Industries Limited (RSIL) has a large team of experts, technicians, scientists, administrators who are involved from the very beginning of the process of selection of soyabeans, processing and transporting them to most advanced plants. The products are produced under the supervision of an expert. The competent quality control team keeps close watch right from the beginning to dispatch to the dealers. The products are marketed throughout the country and even in wide range international markets. Strict quality control has developed enhanced faith, reliability and confidence of customers in the Ruchi products. The Company offers a great range of products in Soya foods and Oils as well. Its range of Soya Foods include Nutrela Soya Chunks, Nutrela Soya Mini Chunks, Nutrela Soya Granules, Defatted Soya Flour, etc. The range of oil offers a variety of low cholesterol health prone products such as Soyumm (Pure refined Soyabean Oil), Sunrich & Pamban (Refined Sunflower Oil), Nutrela Vanaspati, Mandap (Pure refined mustard oil ). It also offers Soya products such as Prosoy (Soyabean Meal) and Ruchithin (Soya Lecithin).

Soyumm (Ultra Refined Soya Oil)

It is pure sparkling, odorless oil manufactured from selected golden yellow Soyabean with sophisticated, advanced, most modern technology preserving and enchanting natural flavor, taste and nutritive value of the food stuff cooked.

It is healthy medium of cooking and recipes. High in nutrition, low in calories It is high in poly - unsaturates with approximately 55% and low in saturates. One tbsp of Soyumm gives approximately 120 calories. It has 15% less saturated fatty acids hence it helps in controlling cholesterol levels. It is rich in vitamin E. According to medical experts, it is good source of essential amino acids, which are required for good health. Boon for cooking medium In chemical terms, it is 22

tasteless but develops taste of the recipes cooked. It does not have irritating odor and enhances flavor of the items cooked. It adds to the nutritive value of the food cooked making it more tasteful. Earns admiration of the Housewives and cooks alike. It prepares nutritious, health effective recipes maintaining wholesome taste. Guests and host will enjoy the dishes in their natural enhanced flavor cooked in sparkling clear, odourless flavor preserving cooking medium of Soyumm. Cookshanced flavor cooked in sparkling clear, odourless flavor preserving cooking medium of Soyumm. Cooks will earn smile and admiration . Universal Cooking Medium Soya oil is used world wide as a cooking medium. Most of the hotels, restaurants, eateries use Soya oil as cooking medium. You must have tasted recipes cooked in Soya oil but find the difference in dishes cooked in Soyumm. It stands unique. It is economical and you home ministry and finance ministry will love it. Applicable and availability Ruchis Soyumm is available in bulk for industrial use such as in manufacture of mayonnaise, salad dressing, margarines, vanaspati, shortenings, surface coating and fish canning industries. For domestic use, it is available in 15 kg tins and branded consumer packs of lt. and 1 lt. poly packs at all wholesale and retail outlets.

Soyumm (5 Ltr Jar) Soyumm (1 Ltr Pouch ) Soyumm (1Ltr Bottle) Soyumm (15 Kg Jar)

Soyum m (15 Kg Tin)

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Soyabean Oil
Soyabean oil is the world's largest source of vegetable oil. It is grown extensively in the U.S.A., as well as South America and China. The North American Soya harvest, which takes place around October each year, historically tends to determine the prices of most other major oils, although in recent years the North American crop has increasingly come under pressure from South American Soya, which is harvested about March, and from European Rapeseed, which is harvested about July. Soyabean is also extensively grown in India. Madhya Prades i know t b th Soy bow o th h s n o e e a l f e country. Typicalcomposition %

Saturate s 15 Monounsaturated Polyunsaturated 62

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Soya Oil contains higher levels of poly-unsaturates (which break down on being heated) than, other such as Rapeseed Oil or Palm Oil. This gives the oil its special characteristic of healthy oil. It is particularly attractive as a food ingredient and in the production of margarines and spreads. It provides a healthy, nutritious and delicious cooking medium. The oil has special advantage over other oils as it is low in calories due to higher level of poly unsaturates. It is also a rich source of Vitamin E. Due its safe use for heart patients it is being used by millions of housewives and cooks all over the world. Ruchis Soyabean oil Soyumm is a delightful, odourless, healthy oil which is a pleasure to the health

Great Offers

Get a 15 ltr Bucket free with every 5 ltr Sunrich Jar*

* Special offer for our customers from Chennai** Get a free gift on every purchase worth Rs. 250/-

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a pack of Tiger Biscuit free on every 5 litre purchase of Ruchi Gold - Palmolein oil

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a pack of Cashew Biscuit free with every 5 litre purchase

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Sunric h Sunri ch

Shop in Bangalore

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CARGILL LTD
There is a precedent for this phenomena. In Indonesia, the recent food riots were largely caused by massive imports of soyabean oil, on which the Indonesian people had become cripplingly dependent. When the Indonesian currency collapsed, the retail price of soya escalated, making the cooking oil far too expensive for the bulk of the people to afford. India would be put in a similarly vulnerable position if we were to become dependent on imported soya for cooking oil.

But even if it were not genetically engineered, is soyabean oil really beneficial to the health of the Indian people? To begin with one cannot trust the large cereal merchants, such as Minnesota-based Cargill Inc., who are notoriously only concerned with the `bottom line'. For one thing it is an established fact that Cargill indulges in what has been euphemistically referred to as 'purposeful contamination' or 'blending' and, if they can get away with it, with any kind of dirt, cracked grain, high moisture or anything that is handy and cheap. If the moisture content of a consignment exported by Cargill is down to 12 per cent and the contract allows for 14 per cent, they will add water to it so as to bring it up to the maximum allowable level. As David Senter, the Washington representative of

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PDF to Wor