Himani Best Choice (HBC), the Rs 10,000-crore edible oil brand of Emami Agrotech Ltd, has unveiled a refreshed brand identity, new packaging and a marketing campaign as it enters the next phase of its growth strategy, with a target of achieving Rs 15,000 crore in brand revenues over the next three to five years.
The company has also expanded beyond edible oils by entering the Foods segment with a portfolio of Multipurpose Maida, Bakery Maida, Atta and Matar Besan, primarily targeting institutional consumers. The initial products are available in 30 kg and 50 kg packs, with further category expansion planned.
The packaging revamp covers HBC’s Soyabean, Palm, Sunflower and Kachchi Ghani Mustard Oil variants and features a new logo, contemporary colour palette, graphics and food imagery. Pack formats across pouches, PET bottles, jars, tins and bulk containers have also been standardised in line with new Central Government guidelines.
Launched in 2014, HBC is the market leader in Soyabean and Palm Oil in West Bengal and holds the No. 1 position in Palm Oil across Odisha, Bihar, Jharkhand and East Uttar Pradesh. It has an estimated 70% market share in Mizoram.
Emami Group Director Vibhash V. Agarwal said the company aims to build aRs 1,000-crore HBC portfolio in Foods over the next three years.
Emami Agrotech, with annual turnover of Rs 20,000 crore, has 12,000 TPD refining capacity and four manufacturing facilities across India.
