Kriti's Sunflower Oil – Repositioning Heritage for the Modern Indian Kitchen

37% lift in modern trade sales

Context

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 reading the back of the pack.

The Challenge

Reposition a heritage oil brand for modern homes without alienating the loyal kitchens that built it. Convert positioning into a measurable lift in modern trade.

The Insight

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.

Our Approach

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

Deliverables

• Repositioning strategy document
• Kitchen-table content series
• Regional influencer activation
• Packaging refresh direction