When Rupchanda made a foray with soyabean oil, the edible oil market was commodity-driven and the consumer awareness was extremely low. The market was dominated by ‘loose selling’- oil in readily packaged format was an unknown concept. From entering a category at a time when it was completely commodity driven to building a brand that today resonates with ‘happy family moments’ – a consumer need-state, transcending category level associations is phenomenal. Every marketing activity in all spheres of Rupchanda Soyabeal Oil is crafted and executed with the focused intent of improving the quality of life of its consumers.
Then, in 2012, Rupchanda soyabean oil has further revolutionized itself by successfully fortifying Vitamin A. Rupchanda is the first, and so far the only Vitamin A fortified soyabean oil, under “Vitamin A fortification project†of MOI, Govt. of Bangladesh, under technical support from Unicef.
Rupchanda Fortified Soyabean Oil has been awarded as “the best edible oil brand†in Best Brand Award for four consecutive years, since the inception of the award. In 2013, Rupchanda Fortified Soyabean Oil also secured 4th place in top 30 brands of Bangladesh, across all categories.