Cargill: Fortifying Edible Oils in India

Nutrition context / project objective

212 million Indians out of a population of 1.14 billion and an estimated 40% of India’s children are malnourished. Micro-nutrient deficiencies are estimated to cost India $2.5 billion annually.

Through its “Nourishing India” platform, Cargill has fortified its edible oil brands with essential vitamins. In India, cooking oil use is nearly universal. Fortifying oil with essential vitamins A ,D and E creates the opportunity to reach all income groups with minimal changes in eating habits.

Project scope and partner roles

By voluntarily fortifying its edible oil brands, Cargill saw the opportunity to build competitive advantage and brand loyalty through an enhanced value proposition to increasingly health conscious consumers, and to make an important contribution to tackling malnutrition.

Cargill in India re-designed its brands to emphasise fortified oil’s health benefits, raised consumer awareness of fortified products through marketing and word of mouth campaigns and educated commercial distributors and sales agents on fortification benefits. The company also maintained affordability by subsidising fortification costs.

Impact

25 million Cargill customers are now consuming edible oil with essential vitamins A, D and E. Competitors are now fortifying their products.

Cargill: Fortifying Edible Oils in India

Nutrition context / project objective

212 million Indians out of a population of 1.14 billion and an estimated 40% of India’s children are malnourished. Micro-nutrient deficiencies are estimated to cost India $2.5 billion annually.

Through its “Nourishing India” platform, Cargill has fortified its edible oil brands with essential vitamins. In India, cooking oil use is nearly universal. Fortifying oil with essential vitamins A ,D and E creates the opportunity to reach all income groups with minimal changes in eating habits.

Project scope and partner roles

By voluntarily fortifying its edible oil brands, Cargill saw the opportunity to build competitive advantage and brand loyalty through an enhanced value proposition to increasingly health conscious consumers, and to make an important contribution to tackling malnutrition.

Cargill in India re-designed its brands to emphasise fortified oil’s health benefits, raised consumer awareness of fortified products through marketing and word of mouth campaigns and educated commercial distributors and sales agents on fortification benefits. The company also maintained affordability by subsidising fortification costs.

Impact

25 million Cargill customers are now consuming edible oil with essential vitamins A, D and E. Competitors are now fortifying their products.

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