Image Source: IndiaMart

KRBL Ltd, the leading basmati rice producer known for its India Gate brand, has ventured into the health-focused edible oil market with the launch of two blended variants under its “India Gate Uplife” range. The company has set a revenue target of Rs 200–300 crore from this new vertical within the next three years. The products, Gut Pro and Lite, were launched in February 2025 and are priced between Rs 192 and Rs 199 per litre.

With this move, KRBL enters the Rs 243-lakh-tonne edible oil market, aiming to capture a significant share of the 1.1 lakh-tonne blended oil segment currently dominated by a single major brand. For the current fiscal, KRBL is targeting sales of 2,000 tonnes and revenue of Rs 50 crore. By FY 2027–28, the company aims to scale up to 8,000–10,000 tonnes in volume, supported by a multi-channel distribution strategy.

The Gut Pro variant blends 80 per cent rice bran oil with 20 per cent refined soybean oil and is positioned as a gut-friendly product promoting digestive wellness. Lite combines 80 per cent rice bran oil with 20 per cent refined sunflower oil and is targeted toward consumers focused on weight management. These products are positioned to appeal to a growing segment of health-conscious, urban consumers, differentiating themselves from existing offerings focused solely on heart health.

KRBL has outsourced production and packaging for the oils, adopting an asset-light model to enable rapid scale-up. The products are currently available in modern retail, e-commerce, and quick-commerce platforms, with general trade expansion planned.

The company has deliberately priced its oils approximately 5.7 per cent higher than the current market leader, aiming to establish a premium positioning in the health-focused foods category. The strategy leverages KRBL’s longstanding brand equity in rice to gain trust in the nutritional staples segment.

India’s refined edible oil consumption stands at 66 lakh tonnes annually, with rice bran oil accounting for about 2.6 lakh tonnes. The blended edible oil category remains underpenetrated but is gaining interest due to rising demand for functional and fortified foods.

KRBL is also exploring expansion into other health-oriented staples such as fortified rice, fiber-rich flours, and value-added grains. This is part of the company’s broader vision to diversify beyond basmati rice and emerge as a full-spectrum nutritional food company.

With a reported turnover of Rs 4,000 crore in FY2024–25, KRBL’s entry into the blended edible oil market marks a strategic shift toward portfolio diversification, driven by changing consumer preferences and health trends. The company aims to tap into the growing intersection of wellness, convenience, and daily nutrition in India’s evolving food market.