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, Managing Director, BL Agro.^[28]

This campaign was initially conceptualized by Leads Brand Connect,^[29][30] executing the entire TVC from concept to production.^[31]

Richa Khandelwal,^[32][33] 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.^[34]

References