Ruchi Soya appoints Madhuri Dixit as brand ambassador for Mahakosh

Ruchi Soya announced Madhuri Dixit as brand ambassador for Mahakosh Edible Oils Plans TVC and marketing campaign featuring the leading Bollywood actress.

Mumbai, Aug 14, 2014: Ruchi Soya Industries Limited (Ruchi Soya), one of India’s leading FMCG companies and the largest manufacturer of edible oils in India has signed popular actress Madhuri Dixit as the brand ambassador for its brand ‘Mahakosh’. Ruchi Soya also announced that it would shortly be unveiling a mass media campaign featuring Madhuri, for Mahakosh refined Soyabean oil.

Mr. Dinesh Shahra – Founder & MD, Ruchi Soya Industries Limited, says, “Brand Mahakosh stands for natural goodness and health. Madhuri Dixit’s persona is a perfect fit for Mahakosh. We are happy to have her as the brand ambassador for Mahakosh range of edible oils”.

Speaking about her association with the brand Madhuri said, “Mahakosh has a tremendous heritage and goodwill across the country and the brand has ambitious plans for the future. It offers consumers an excellent value-for-money proposition. I am extremely excited to partner with Mahakosh. Edible oil is the most essential part in cooking and I am glad to be endorsing one which I truly believe to be healthy, nutritious and cholesterol free.”

Mr. Satendra Aggarwal, COO, Ruchi Soya said, “Madhuri seamlessly fits into our new brand positioning for Mahakosh edible oil. She epitomizes the modern cosmopolitan woman who effortlessly over delivers on her many roles – she is a celebrity role model who is a working woman, a caring wife, a loving mother and trendsetter with an incredible blend of style and substance, as well as tradition and modernity. She is also extremely health conscious both for herself and her family”

Mr. Alok Mahajan – Head of Marketing, Popular Division of Ruchi Soya adds, “Mahakosh is one of India’s leading edible oil brands with annualized sales of over Rs. 2,000 crore. We are poised to take this brand to even greater heights with Madhuri as the brand ambassador. Our simple yet effective communication will create a wave of interest in the minds of Indian consumers about Mahakosh.”

About Ruchi Soya Industries Limited

Ruchi Soya is one of India’s leading FMCG Company, India’s number one cooking oil and soy food maker and marketer. An Integrated player from harvest to home, Ruchi Soya has secured access to oil palm plantations in India and other key regions of the world. Ruchi Soya is also the highest exporter of animal feed, lecithin and other specialty ingredients from India. Ruchi Soya is also committed to renewable energy and exploring suitable opportunities in the sector.

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