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Emami bets on 'Rasoi' to break into top 3 edible brands

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Emami Biotech, the edible oil and bio-diesel arm of the Rs 8,000 crore Emami Group, has acquired Kolkata-based vanaspati oil brand 'Rasoi', for an undisclosed amount.
The company has entered into an agreement with Rasoi Ltd, the edible oil arm of Rasoi Group to acquire edible oil brand Rasoi, Emami said.
The acquisition will be an addition to the company's existing portfolio of leading edible oil brands such as 'Emami Healthy & Tasty' and 'Himani Best Choice', it said.
According to Aditya V Agarwal, director, Emami Group, Rasoi is a heritage brand that enjoys very strong brand equity. "It is a leading vanaspati brand in West Bengal, and one of the leading producers of vanaspati in India that enjoys a strong legacy of consumer trust," he said, adding the brand offers synergy with the company's edible oil business which will offer great value.
The acquisition of Rasoi brand, Emami group director Manish Goenka said, is part of our inorganic growth plan and has been funded internally. "This is line with our overall growth strategy to emerge as the one of the top three edible oil companies in India," he said.
Poised to be a Rs 5,000 crore company by end of this financial year, Emami Biotech plans to set up its third refinery with a capacity of 2,000 TPD in Gujarat to cater to northern and western markets. This facility is expected to become operational in the next 18-24 months.

Power pitch
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Star leverage
Having got film actor Madhuri Dixit on board as brand ambassador, fast moving consumer goods company Ruchi Soya is aggressively working towards strengthening its leadership position on the Rs 1.2 lakh crore edible oil market. The largest maker and marketer of edible oils and soya foods is looking to take its overall market share from 18% at present to 25% by 2017. To this effect, the company has relaunched its refined soybean oil 'Mahakosh' and plans to widen the range with the idea of making it a Rs 4,000 crore brand in the next three years. According to Dinesh Shahra, founder and managing director, Ruchi Soya Industries, Mahakosh is currently the second largest brand in our portfolio with a turnover of over Rs 2,000 crore.

Bric n mortar lift
Smartphone maker Karbonn has got into an exclusive arrangement with Croma Retail brand store on ebay for selling its Titanium S5 Ultra handsets. The device, powered with quad-core processor, comes equipped with iFloat touch user interface and a 5" in qHD capacitative screen. Running on a 4.4 Android OS, the 3G dual SIM handset is powered by a 1.3 GHz quadcore processor having a 4 GB ROM, a 1 GB RAM and uses a 2000 mAh battery. The smartphone boasts of an 8 MP AF rear camera with flash and a 2 MP front camera and a 12.7 cm qHD capacitive screen. According to Vidmay Naini, business head – technology category, PaisaPay & PowerShip, eBay India, said, "With its competitive pricing st Rs 6,999 and value-added features, the smartphone makes for a perfect gift."

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