A 30-year-old oil brand that started to feel current, and modern trade sales rose 37%.

Kriti’s Sunflower Oil carried strong heritage equity in traditional channels but was losing shelf share in modern trade, where the buyer is younger, faster and reads the back of the pack.

The task: reposition a heritage oil brand for modern homes without alienating the loyal kitchens that built it, and convert that positioning into a measurable lift in modern trade.

Modern trade shoppers are not anti-heritage. They are anti-old. A brand can be 30 years old and still feel current if its visual register and language are written for today’s kitchen.

• Built a “Light for Life” positioning anchored in modern Indian cooking realities
• Produced kitchen-table mom stories with real cooks, not aspirational chefs
• Activated a regional influencer network across high-priority markets
• Aligned packaging refresh recommendations with the new narrative

A 37% lift in modern trade sales. The brand won back shelf share in the channel where it was losing, and kept the trust it had earned in traditional kitchens.