BL Agro Industries is an edible oil and food manufacturing company headquartered in Bareilly.^[1][2] Started around the 1950s as an oil trading business, the registered foundation of the organization was laid around the 1970s by Dr. Ghanshyam Khandelwal^[3] and joined by his son Ashish Khandelwal^[4] in the late 90s. As a commodity trading business, the fast-moving consumer goods firm owns brands like Bail Kolhu,^[5][6] a more than 50-year-old edible oil brand, and Nourish,^[7][8] a food brand that sells products in the staple food category, such as wheat flour, spices, and pulses. The company's turnover stood at Rs 2,173 crore last fiscal year and has over 58,000 direct retailers onboard across 200 Indian cities.^[9]

In addition, the company has also announced a marketing investment of ₹150 crore in FY 2021–22 to drive growth and expansion.^[10]

In FY 2022-23, BL Agro Plans to Achieve Rs 4,500 crore Turnover. The company plans to take its Nourish Exclusive Brand Outlets count to 100 by next year, from the current 15.^[11][12][13]

Campaign

Bail Kolhu,^[14] the flagship brand of BL Agro Industries,^[15] has launched a television commercial “Swad Se Samjhota Nahi’, with a catchy concept #RasodeMeinMardHai,^[16][17][18] that pushes the concept of gender equality in the kitchen.^{[19][20][21][22]}

This concept stars actors Pankaj Tripathi, Manoj Bajpayee and Nawazuddin Siddiqui.^[23][24]

And was recently promoted through a media event by Pankaj Tripathi on 11 March 2022.^[25]

The social initiative was launched by one of the brand ambassadors of Bail Kolhu,^[26][27] Pankaj Tripathi along with Ghanshyam Khandelwal, Chairman and Ashish Khandelwal,^[28] Managing Director, BL Agro.^[29]

This campaign was initially conceptualized by Leads Brand Connect,^[30][31] executing the entire TVC from concept to production.^[32]

Richa Khandelwal,^[33][34] BL AGRO brand spokesperson, believed this to be a campaign that broke away from the standard norm seen for cooking oil brands and wanted to introduce gender equality as a direction in kitchen duties as well.^[35]

Brand & Products

Nourish store is a popular food brand of B.L. Agro Industries.^[36] It was established in the year 2018. The brand has many retail stores across the country and also has a presence in e-commerce with its Nourish online store. It offers an entire range of food products typically used in an Indian kitchen, like rice, flour, pulses, spices, dry fruits, edible oils, papad, achar, murabba, and ready-to-cook foods and more. In addition to offering a diverse range of food products, BL Agro’s flagship mustard oil brand, 'Bail Kolhu', is also available in the Nourish retail stores.

Shilpa Shetty^[37], a well-known Bollywood actor, is the brand ambassador of Nourish unpolished pulses, dry fruits and flour. The brand Nourish has launched a series of TVCs (television commercials) starring Shilpa Shetty^[38]. These television commercials are based on the tagline "Saadharan Chhodo, Nutrition Chuno,"^[39] which emphasises the importance of eating healthy and nutritious food instead of ordinary food products.

The young food brand has received an overwhelming response in the FMCG business in a short time. The brand Nourish aims to help people live a healthy and contented life by providing them with food products that are rich in nutrition and taste. It also envisioned making an effort towards a sustainable agro ecosystem - that combines traditional ways with modern technology to deliver nourishment to every Indian household. The brand is known to deliver high-quality food products made using the best quality ingredients and by utilising the most advanced technologies to ensure optimum nutrition retention.

BL Agro, "a parent company" of the brand Nourish, started the journey of its exclusive brand outlets with its first retail store in Padrauna in 2020. After that, in Gorakhpur, Bareilly, Jaipur, Surat, Delhi, Sultanpur, Hathras, Lucknow, Noida, Sonipat, and with its recent brand outlet in Ayodhya.^[40] The brand expanded geographically, reaching the southern and western regions of the country by growing its distribution network. Currently, there are 15 Nourish outlets in the country and it is set to achieve a target of 100 retail outlets by next year.^[41]

References