KOCHI: The edible oil major Ruchi Soya is looking to strengthen its presence in sunflower oil in South India by cashing in on the increasing preference for it as the cooking medium.

The four southern states account for 70% of the sunflower oil consumption in the country worth around Rs 18,000 crore. This is expected to grow by 10% in the next three years, said Ajay Malik, vice president, south, popular division of Ruchi Soya Industries Ltd

After attaining leadership position in palmolein , the company plans to raise its share in sunflower oil market in Kerala in the coming years with the introduction of its new premium refined sunflower oil brand Sunrich. We intend to increase the share of Sunrich to 10 % in next one year and to 16 % by 2016 in Kerala, '' said Ajay Malik.

About 79% of the packed edible oil consumption in Kerala is palmolein. The sunflower oil accounts for 20 % of this segment currently. This is in the refined edible oil market. There is substantial consumption for the coconut oil in the state and it will continue. Butthere is a shift towards oils like sunflower oil which has less saturated fats because of rising health consciousness,'' said Alok Mahajan, head of marketing, popular division of Ruchi Soya.

Ruchi Soya, which enjoys 18 % share of the packed edible oil market in the country , mainly through its palmolein business, now wants to raise its share in sunflower oil as well. At present 40 to 45 % of its total packed edible oil production of 1 lakh tonnes a month, is palmolein while the sunflower oil share comes to only 5 %.

Source : economictimes.indiatimes.com