Marico is reportedly hoping to get better margins by making an entry into the super premium edible oil segment under Saffola. But this will not be the first time that Saffola is planning an entry into the olive oil category. It had introduced extra virgin oil under its franchise in early 2000, which was subsequently withdrawn.
Saffola, with a 65 percent share, has basically been a blended oil with variants like Gold, Activ, Tasty Blend and Total (with rice bran and safflower), being a major part of its blends.
Marico is a consumer products company operating in the beauty and wellness space. The company’s principal products include edible oils and value added hair oils.