365Telugu.com online news,October 22, 2024: Leading edible oil and food brand Fortune has launched a campaign titled #SirfDaamNahiGramBhiDekho to raise consumer awareness about a concerning trend among certain edible oil brands. These brands are packaging less than 1 litre of oil-specifically 910 grams-while only declaring the weight and omitting the volume, potentially misleading consumers into thinking they are purchasing a full litre.
This practice emerged after the government permitted non-standard packaging of edible oils in 2022. While legally permissible, this may lead consumers to unknowingly purchase smaller quantities of oil, as some soybean oil brands have introduced packs weighing around 850 grams that closely resemble 910-gram and 1-litre packs. In contrast, Fortune clearly labels both the weight (910 grams) and volume (1 litre) on its packaging.
A recent study by Kantar found that only 15% of consumers typically check the oil weight when making a purchase. This implies that many assume all edible oil packs contain 1 litre (approximately 910 grams), as they appear similar to the 1-litre size.
Additionally, the study indicated that 95% of respondents believe the weight of oil packs generally falls between 900 and 1000 grams, regardless of their checking habits.
Prashant Pandey, Group Product Manager at Fortune Edible Oils, explained, “When we cook, we measure oil by volume, whether using spoons, ladles, or gauging the depth in a kadhai while deep frying. It is misleading to only state the weight and not the volume on the packaging.”
Fortune aims to highlight the lack of volume disclosure by certain brands whose packs look like 1-litre containers. “We should not expect consumers to perform volume-weight calculations when purchasing edible oil. We advocate for the full disclosure of both weight and volume on our edible oil products and encourage all brands to follow suit, enabling consumers to make informed choices. Furthermore, we adhere to over 100 stringent quality checks before any product reaches the market,” added Mr. Pandey.
Jignesh Shah, Head of Media & Digital, discussed the campaign’s comprehensive promotional strategy: “In today’s fragmented media landscape, reaching and informing a broad consumer base is increasingly challenging. To maximize our outreach, we are utilizing television, print, digital platforms, social media, and influencers. We also encourage the media to support us in amplifying awareness and ensuring the success of this campaign.”
As the festive season approaches, there will be an increased demand for edible oils. Fortune urges consumers to scrutinize the fine print on edible oil packaging to make informed decisions. With festivals like Navratri, Durga Puja, Diwali, Bhai Dooj, and the wedding season upon us, there will be ample cooking across India. Ignoring the fine print could lead to consumers inadvertently purchasing less oil for a higher price.
Fortune’s commitment to transparency through clear labeling has not only garnered consumer trust but also contributed significantly to its recognition by Kantar. The company remains dedicated to delivering high-quality products that meet consumer expectations, solidifying its reputation as a leading brand in the edible oil industry.