Indore, September 7, 2025: Kriti Cooking Oils, from Kriti Nutrients Ltd., has rolled out a new brand campaign and refreshed packaging under the theme “Quality bhi, Kifayat bhi.” The initiative aims to strengthen its positioning as a premium yet affordable player in India’s ₹2.5 lakh crore edible oils market.
The company said independent lab tests have validated that Kriti Soybean Oil absorbs up to 11% less oil during cooking compared to other packed oils. This feature, it added, caters to the growing consumer preference for healthier and value-driven food choices.
“The new campaign reaffirms Kriti’s philosophy of offering both quality and value. With modern packaging and a light-hearted communication style, we are reaching diverse consumer groups — from traditional households to urban millennials,” said Prafull Anchaliya, CEO, Kriti Nutrients Ltd.
To mark its 33rd anniversary, Kriti has also launched a consumer promotion offering a complimentary ladle spoon with soybean oil jars. The refreshed packaging and campaign will cover its entire portfolio, which includes refined soybean, refined sunflower, filtered groundnut, and kachi ghani mustard oil.
Industry analysts note that regional brands like Kriti are focusing on health, trust, and affordability to consolidate their market share amid competition from both national and multinational edible oil companies.
