BL Agro plans 150 crore marketing campaign to drive growth

NEW DELHI: BL Agro Industries Limited, which sells edible oils and food products, on Thursday announced a marketing investment of 150 crore in fiscal year 2021-2022 to drive growth and expansion.

The fast-growing consumer goods company owns Bail Kolhu, a 50-year-old edible oil brand, and Nourish, a food brand that sells staple food category products such as wheat flour, spices and legumes. The company recently appointed a group of Bollywood actors including Nawazuddin Siddiqui, Manoj Bajpayee, Pankaj Tripathi and Shilpa Shetty to promote its various products. They will be featured in several branded campaigns to talk about the benefits of the company’s branded food line.

“Our company is on an aggressive B2C expansion frenzy with an eye for profitable incremental growth and sustained capabilities, which can be achieved through the right marketing strategy,” said Ashish Khandelwal, Managing Director of BL Agro.

The company, which recently launched TV campaigns for its brands, Bail Kolhu and Nourish, plans to invest in TV-led consumer and digital media platforms to create brand positioning that will educate consumers about its produced across the country.

“The entire BL Agro product line is aimed at all age groups, across different strata of society, so it is imperative to be on all media. Television still holds the maximum mileage, where our spending would be close to 60%, followed by print / radio / outdoor, digital and online and other media such as public relations and influencer marketing, ”said said Khandelwal.

Based in Bareilly, Uttar Pradesh, BL Agro Industries Ltd. has a distribution network of over 50,000 retailers. It seeks to achieve a turnover of 2,500 crores. Besides mustard oil, under its Nourish brand, it also offers a range of food products including atta, rice, legumes, ghee and oils, dried fruits, pickles and spices.

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