Emami introduces 3 variants of mustard Oil with pungency level

This is the first time that any edible oil brand is offering such information

A Mustard Oil Pungency Awareness Survey 2023: ‘Jhaanjh Ki Jaanch’, an independent survey conducted by NFX Digital across major mustard oil markets of North and East India reveals a surprising information gap among the consumers regarding the pungency level of mustard oil, its primary characteristic.  Astonishingly, 85 per cent of respondents were unaware of this most important benefit of mustard oil despite its regular inclusion in their culinary pursuits. 

Basis the findings of the survey and with the intent to empower consumers with the right knowledge about Mustard Oil, Emami Agrotech has introduced its ‘Emami Healthy & Tasty Kachchi Ghani Mustard Oil,’ in a unique selection of three distinct pungency levels: Mild (Jhaanjh level: .24 per cent), Strong (Jhaanjh level: .30 per cent), and Super Strong (Jhaanjh level: .36 per cent). This disruptive & innovative concept, tailored to individual taste, is set to redefine the mustard oil landscape. This is the first time that any edible oil brand is offering such information.  

The quantitative survey conducted by NFX Digital aimed to gain insights into consumer awareness, perceptions, and preferences regarding Mustard Oil pungency level. The survey revealed that consumers seek ‘pungency’ or jhaanjh as the primary reason for mustard oil consumption for specific taste and aroma. Respondents acknowledged that the pungency in mustard oil imparts a robust flavour and aroma, making it an essential component of their cooking.

A remarkable 75 per cent of users expressed a keen interest in learning about the pungency level in mustard oil. Additionally, the survey displayed that 91 per cent of users are ‘very likely’ to try a mustard oil brand that provides clear information regarding its pungency level on the packaging, reflecting a strong desire for transparency to make informed purchasing decisions.