Be-Rite enters Chennai markets
Gemini Edibles and Fats(GEF India) has launched a new sunflower oil product under the brand name Be-Rite, exclusively for the Tamil Nadu market. With a market share of 21.7 per cent, the company has been growing at a CAGR of 11.6 per cent over the last 5 years. This is way above the industry average of about 3 per cent. Tamil Nadu is one of the major sunflower oil consuming markets, constituting up to 42 per cent share in edible oil category, with 83 per cent house hold penetration. “Entry into the state will act as catalyst to our growth. GEF India has a turnover of more than Rs 9000 crore (FY23-24), and is committed for long term with strategic investment in brand building. In next 5 years our focus would be on gaining the market share between 10-15 per cent in the state,” said P Chandra Shekhara Reddy, Senior Vice President, Sales and Marketing. The product will first be available in Chennai and other urban markets and in five months, be available across the state. Other variants like groundnut oil, gingelly oil and rice bran will be launched, after setting up the retail distribution network.
