IVPA urges reinstatement of standardised edible oil packaging
P Chandra Shekhara Reddy, Senior Vice President, Sales & Marketing, Gemini Edibles & Fats India Ltd
To diversify its offerings and strengthen its presence in the Indian food market, Gemini Edibles and Fats India Ltd (GEF India) has ventured into the spices segment through its newly formed entity, GEF Foods India Pvt Ltd, in collaboration with Sree Annapoorna Foods. With a robust market share in the sunflower oil sector, GEF India is now set to bring authentic Indian masalas and meal mixes to households across the country. NuFFoodSSpectrum spoke with P Chandra Shekhara Reddy, Senior Vice President, Sales & Marketing, Gemini Edibles & Fats India Ltd, to gain insights into the company’s diversification strategy, supply chain management, market positioning, and future growth plans. In this exclusive interview, Reddy shares the company’s perspectives on evolving consumer preferences, navigating market challenges, and how GEF Foods India plans to establish a strong foothold in the competitive spices market. Edited excerpts:
Gemini Edibles has been a market leader in the sunflower oil segment. What motivated you to diversify into the spices business?
Gemini Edibles and Fats India Ltd has 21.7 per cent all-India market share (Freedom & Be-Rite) in the sunflower oil segment, and we are growing. We felt this was the right time to diversify our operations. It was a well-planned and conscious decision to join hands with Sree Annapoorna Foods, who are pioneers in the spices industry. The newly formed entity, GEF Foods India Ltd, will manufacture and distribute a diverse range of masalas, meal mixes and other spice-based products across India. Through this joint venture, we wish to take authentic masalas and spices to all parts of India.
How do you plan to position Annapoorna Masalas against well-established spice brands in India?
The Annapoorna brand has long been recognised for capturing the authentic flavours of the regional cuisine, bringing home-cooked richness and traditional techniques to customers. Apart from traditional marketing techniques, we will be engaging influencers and food vloggers to reach more potential customers. In the last five years, people have become more open to trying out recipes from different parts of the world, thanks to the massive growth of social media and fast internet connectivity. So, it will be easier to introduce Annapoorna masalas into newer markets. Once the customer uses our products, the shift to our brand will happen organically due to the product’s authentic taste.
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