Ruchi Soya joins hands with GAIN and CECOEDECON

Ruchi Soya joins hands with GAIN and CECOEDECON for the Fortification of Mahakosh Soyabean Oil with Vitamin A and D 

•  CECOEDECON, GAIN and Soyabean oil processors join hands in Madhya Pradesh
•  Mahakosh soyabean oil will now have added health benefits to tackle deficiency of Vitamins

 June 18, 2013, Bhopal: India’s leading FMCG Company and No. 1 manufacturer & marketer of Edible oil and Soya products, Ruchi Soya Industries Limited (Ruchi Soya) will play a pivotal role in the project on ‘Soybean oil fortification’ in Madhya Pradesh. Under this project, largest selling Soyabean oil brand in the state ‘Mahakosh’ will now have additional health benefits of Vitamin A and D.  

This was announced recently in Bhopal during the official launch ceremony of soybean oil fortification project graced by the Honourable Chief minister of Madhya Pradesh Shri. Shivraj Singh Chouhan. Also present on the occasion was Shri Kailash Vijayvargiya, Honourable Minister of Science & Technology & Food Processing, Government of Madhya Pradesh along with several other dignitaries.

Centre for Community Economics and Development Consultants Society (CECOEDECON) has been working on ‘Soybean oil fortification’ in collaboration with the United Nations affiliated body, Global Alliance for Improved Nutrition (GAIN) and edible oil manufacturers in Madhya Pradesh. Under this project, soyabean oil by leading companies will be fortified with the essential vitamins A & D. This initiative aims to curb malnutrition in Madhya Pradesh with a primarily focus on the nutritional security.

 Mr. Sarvesh Shahra, Business Head, FMCG and Specialty Ingredients, Ruchi Soya Industries Limited commented, “The objective of the soyabean oil fortification project in Madhya Pradesh is to reduce health related problems arising due to Vitamin A and D deficiencies in the state. We are happy to partner with the NGOs and offering healthier options to the consumers of our soya oil brand Mahakosh in Madhya Pradesh. We will also work closely with NGOs like CECOEDECON and GAIN on the awareness generation campaign on Vitamin A and D deficiency and the strategies to address it.”

Ruchi Soya Industries Limited is India’s leading FMCG Company, the No. 1 manufacturer and marketer of Edible oil and Soya products under popular retail brands like Nutrela, Mahakosh, Sunrich and Ruchi Gold. An Integrated player from farm to fork, Ruchi Soya has secured access to oil palm plantations in India and other important parts of the world. Ruchi Soya is also the highest exporter of soya meal, lecithin and other food ingredients from India. Ruchi Soya is committed to renewable energy and exploring suitable opportunities in the sector.

The Global Alliance for Improved Nutrition (GAIN) is an alliance driven by the vision of a world without malnutrition. Created in 2002 at a Special Session of the UN General Assembly on Children, GAIN supports public-private partnerships to increase access to the missing nutrients in diets necessary for people, communities and economies to be stronger and healthier. GAIN is a Swiss foundation headquartered in Geneva, and has a global presence.

The Centre for Community Economics and Development Consultants Society (CECOEDECON) was founded by a small group of young, committed social workers to provide immediate relief to the victims of devastating floods in Jaipur district in 1982. From a very modest beginning as a relief agency, ECOEDECON has evolved into a civil society organization pursuing integrated participatory development and advocating human rights.

From soya oil to steel

Ruchi Soya Industries Limited (RSIL), the flagship company of the Rs 11,000 crore Ruchi Group of Industries, the country’s largest manufacturer of soya food products is all set to strengthen its base in the edible oil market.

The company is also foraying into the steel business to cash in on the growing demand for value-added steel products market.

To begin with it would focus on south Indian market, from where the company expects major volumes in the future.

Two of its strongest brands, Nutrela and Ruchi Gold are category leaders. Nutrela, the biggest Soya foods brand in the country, enjoys more than 40 per cent of the market share. The products under this brand name include, chunks, granules, mini chunks and soya flour and the recently launched cooking oil, Nutrela Healthy Cooking Oil, the company claims, is India’s first vitamin enriched oils with Vitamins A, D and E.

Ruchi Gold’s market share in southern states ranges from 50 to 85 per cent. The brand has grown from 35 per cent to 40 per cent compound annual growth rate (CAGR) since its introduction.

With its recent launch of Nutrela Healthy Cooking Oil and the existing Ruchi Gold (launched in 1998), the company has devised innovative strategy in order to emphasise its presence in southern territory.

Brand positioning
The company has positioned its products - Nutrela Healthy Cooking Oil and Ruchi Gold — on two different platforms. For the Nutrela Healthy oil, the target customers are a niche one, the one who can afford a higher price. Nutrela Healthy Cooking oil, are manufactured in the premium light oils category, comes in three variants, soyabean, sunflower and mustard oil. Moreover, to add the flavour of glamour, the company has roped in actress Bhumika Chawla as the face of Nutrela Healthy Cooking Oils. She will endorse the brand through their print and television advertising created by Ogilvy & Mather. In selected metros, outdoor media campaign will be launched which will include branding of the Metro railway station of Delhi.

On the other hand, Ruchi Gold, the market leader in the palmolien oil category, has been positioned at a more ‘aam aadmi’ (common man) platform. Branded as ‘as pure as 24 caret’, it claims to give the common man “more purity at a reasonable price”, according to Amrita Shahra, Head, Business Development, RSIL.

“We are using two different platforms — one is going to be the value for money option and the other is positioned on health grounds”, Ms Shahra opined.

Distribution network
Ruchi Gold has 80 per cent market share within refined palmolien oil category according to ORG February data and it is highest selling oil in consumer packs in South India. “RG is well distributed in metros, mini metros and class I-IV towns with a two pronged distribution network wherein we have brokers as well as dedicated distributors” she pointed.

The oil refineries are located in Patalganga (Maharashtra), Nagpur, Indore. Chennai, Mangalore with approximately 12.45 lakh MT per annum of refining capacity (Ruchi Soya and subsidaries) and total crushing capacity of approximately 12 lakh MT per annum.

There is a clear thrust on promoting soya foods in south India, where soya products are not yet popular. Traditionally, soya foods are more popular among north Indian. In a bid to cater to the south Indian palate, RSIL is coming up with customised soya flour, which will have the taste of south Indian dishes, for example, tastes of Idli and Dosa.

“In south India, we now see more acceptance of soya food. Hence, we have decided to offer certain south Indian taste masalas which will be suitable for south Indian plates.” says Ms Shahra.

“We intend to tap the healthy oils segment in sunflower oil. Since nationally Nutrela denotes health and nutrition, all the variants we will launch in this brand name will automatically connote health. We have also enriched it with Vitamins A, D and E, to make it the only oil in India which has been enriched with three Vitamins.

South India is a big market for sunflower oil and Ruchi Soya will indulge in major brand building there. Product will be available through 1,100 distributors, stockists, 1.5 lakh retailers etc. We have also tapped major super markets like Food Bazar, Spencer’s hyper market.”, Ms Shahra told Deccan Herald.

According to Dinesh Shahra, Managing Director, Ruchi Soya “The industry will also be in better shape due to removal of excise duties and VAT implementation, which will help consolidation and better margins to organised players. Higher customs duties on imported raw material will also discourage imports, which will lead to more domestic production and encourage farmers to grow more crop and help get better realisation.”

The company is also bullish on the industry with improved domestic crop production, consumption is expected to increase due to lowered prices to consumers. Also due to the government’s intention to implement the packaging control order, consumers will have a packed, hygienic oil which will ensure health safety.

“The edible oils branded sector is growing approximately at a rate of 20 per cent per annum and Ruchi plans to grow at a much faster pace. Already, around than 1/4 of its turnover comes from branded sales of oils, vanaspati and soya foods. Also, last year our bottom line growth far exceeded our top line growth and this trend is likely to continue the coming year as well”, Mr Shahra added.

Steel forayMeanwhile, Riding on the steel wave, the Ruchi Group is close to commissioning its new steel processing unit near Gandhi Dham in Kutch district of Gujarat. The Greenfield project, will be commissioned by Indian Steel Corporation, a group company, with an investment to the tune of Rs 580 crore.

With this project, Ruchi Group will add a fresh capacity of half a million tonnes to its processing capacity. The plant will produce cold rolled, galvanised and galvalum steel products.

“With increasing activity in the Indian auto sector and sustained buoyancy in the construction segment, we are bullish on Indian domestic demand”, Mr. Umesh Shahra, Managing Director - Ruchi Group, commented.

The plant is likely to benefit from cheaper imports of the raw material due to its proximity with the port. The plant is likely to start trial production by mid July 2005. Sales may take a couple of months more to commence.

RUCHI NEW HORIZONS

Ruchi Soya Industries Limited is exploring new horizons beyond its traditional business interests. New initiatives like palm plantation and renewable energy sources coagulate well with the existing business goals of the company. We have expanded our crushing and refining capacities to remain competitive in the market. Our recent acquisitions and mergers will help us to accelerate our pace of growth

Palm Plantation                     Capacity Enhancement

Green Energy                          Mergers & Acquisition

Beneficial of Nutrela

According to Health Claim, “25 gms of Soya protein daily, lowers cholesterol levels, preventing heart diseases”. Nutrela, the most trusted, 100 % vegetarian Soya food brand in the country, offers Soya granules, chunks and minichunks , which are full of nutrition and are also easy to prepare. Nutrela has enjoyed the trust of its consumers, both in India and overseas, for more than 25 years and continues to expand its range to give more offerings to the consumers.

Nutrela is beneficial for all lifestyles and age-groups as follows -
• For The Busy Executive
Nutrela helps control hypertension, blood pressure and is also excellent as part of a low- calorie    diet for weight control or fitness training.

• In Women
Nutrela can help fulfill many of the requirements of expectant mothers. In older women, it promots    bone health and reduces the risk of osteoporosis. Moreover, it also helps prevent the breast    cancer, and uncomfortable menopausal symptoms.

• In Children
Nutrela’s high proteins content helps deliver essential nutrients to remain fit, healthy and    energetic throughout the day. It also aids the development of bones and teeth.

How To Use
Just follow the simple 3 step procedure mentioned on the box and prepare a range of delicious dishes for all mealtimes, including breakfast, lunch, dinner, evening snacks and even desserts!

Available in 3 forms
Chunks : 75 gms, 100 gms, 200 gms and 1 kg packs
Granules : 200 gms and 1 kg packs
Mini chunks : 75 gms, 200 gms pack

PRODUCTS AND SPECIFICATIONS

Soya Flakes

Soya Flakes are the primary derivatives of de-oiled soyabeans. They make excellent raw material for many products. Ruchi Soya Flakes are the largest used raw material for Soya Sauce manufacturing. They also find application in the poultry industry as hatchery feed. They are also used in pharmaceuticals, shrimp feed and sauce making. Our flakes are well established in the Far East for their excellent protein content. >> Specifications

Soya Flours

Soya Flours come in five variants and find myriad uses, right from fortification of the human diet to medicine to chemicals and even as glue in wood manufacturing. In home cooking, Soya Flour is used as a thickening agent in gravies and sauces. In baked products, Soya Flour adds tenderness and moisture and helps to keep products from becoming stale. Soya Flour also makes a good egg substitute in baked products. >> Specifications

Soya Grits

Soya Grits are obtained from selected good quality yellow Soyabean by a process involving solvent extraction using food grade hexane under controlled heat treatment and grinding. Soya Grits are available in 50 kg HDPE bags and can be stored in their original packing for six months at a temperature under 25°C in dry conditions. >> Specifications

Soya TVP (Textured Vegetable Protein)

Soya TVP is widely used as a meat substitute and extender in millions of households everyday. It is perhaps the most affordable form of easily available quality nutrition. Ruchi TVP is available in consumer packs as well as in bulk packs for industrial use.

>> Specifications

Soya Lecithin

We produce Soya Lecithin in Liquid and Powder forms obtained from solvent extracted Soyabean Oil. Powder Lecithin is available in 25 kg corrugated boxes with inside liners and can be stored in its original packing for one year in a cool and dry place, while Liquid Lecithin is available in 200 kg MS drums.

>> Specifications

Soya Distillate

Soya Distillate is available in 200 KGs epoxy Coated MS Drums under nitrogen blanket.

>> Specifications

 

Ruchi Soya

Ruchi Soya processes over 25 % of the country's crop. We manufacture and export soya based nutritional ingredients and products to over 60 countries across the globe. Our strategically located manufacturing facilities and infrastructure at almost every port enables us to provide high quality products to all our customers in the quickest time. An impressive roster of Fortune 500 companies on our client list bears testimony to this. All our facilities comply with USFDA and GMP norms and are certified by ISO 18001, ISO 22000, Cert-ID, Halal Committee and Kosher/ Orthodox Union Certificate, further underscoring our commitment to quality.

We believe in constant innovation; it helps cut costs, compresses delivery time and improves quality. For instance our De-Husking technology breaks the seed in two instead of the prevalent cracking process. As a result, lesser amount of husk goes into processing,  thereby yielding far higher protein content, a far better product.

Since we are a manufacturer-exporter and procure directly from the farmer, we have a large degree of control over the quality of our products. Our plants are PLC controlled and fully automated and can control parameters to an exacting degree. Our Farmer Industry Partnership program also allows us to choose precise seed qualities.