Ruchi Soya Industries’ brand Nutrela inked pact with six major city fish markets to promote its mustard oil brand. Under the campaign the company has identified five or six fish-sellers in each of these six markets. A complimentary pack of mustard oil branded Nutrela Kachi Ghani will be given following a purchase of one kg of fish.
The entity has taken this initiative keeping in mind the Bengali sentiments and the need for mustard oil as a cooking medium. It is looking for tie-ups in other markets. It will be carried out simultaneously in Bengal and Assam. Bengal alone accounts for over a third around Rs 110 crore of the Rs 300-crore mustard oil market in the country.
Ruchi Group of Industries Update 