 Welcome back. Now I don't know how many of you remember that lovely ad that was Ghar Ka Khana. It was made by Adani Vilma for its brand Fortune Oil. It's the same iconic ad that had gone viral and it eventually helped Adani Vilma to build Fortune Oil as a brand. The company now has launched Fortune Vivo. It's an oil that's meant for diabetics. It's a great move really considering that India is known as the diabetes capital of the world. Not very proudly of course. But Adani Vilma is betting on Fortune Vivo now to make a mark in the minds of Indian consumers with this latest campaign that launched the new product is out in the market. We have with us Atul Chaturvedi, his CEO at Adani Vilma. Let's find out from him the kind of thought that's gone into Fortune Vivo and the kind of marketing strategies that they are laying out. Atul, great to have you with us on the show. Give us a sense of the thought that's gone behind launching Fortune Vivo as a product. This is an oil like I said to our viewers. It helps keep diabetes and control. What's the thought here? If we look at our own experience with the rice brand oil which we launched a few years back, which was a whopping success and has created a category for itself, we felt that space is available in the sector on diabetes because India is a diabetic capital of the world with so many people, almost 6.2 crore people suffering from diabetes. We felt that there is space available and our research and clinical trials actually proved that the right blend of rice brand oil and sesame oil would probably be the answer for at least controlling diabetes if not reducing it. Well, there's no taking away from the fact that this is one of its kind product in India at all. So give us a sense of the marketing activities that you planned, the kind of ad campaign that you've got going in order to hit the right chord really with consumers with this product. The campaign definitely is going to be big because our biggest task is to educate the Indian consumer and for that we will be using all kinds of media, channels, print, television and what have you on the internet. So we will be present across the country because we've got to educate the Indian consumer and that is going to be a Herculean task and we will not be shying away from investing money because we feel we have a winner in this product and it's going to be a game changer. But here's the challenger tool and I'm sure you've seen it and considered it while you were chalking out strategies because the all consumption pattern it varies from state to state in India. Like in West Bengal which consumes a lot of mustard oil, Kerala consumes a lot of coconut oil. So how easy is it to wean them away from what they're really used to and get them to buy your product? This used to be, we had huge regional skews in the past but with Indian dependence on imports growing to almost 70% the regional skews are breaking down and we find and with the Indian population moving from one corner to the other corner, lot of habits are changing in the South. Whether it be West or North, I think habits are changing. So we don't see too much of a problem as far as regional skews are concerned. We feel we have a winner which should be available across the country because healthy is something the whole of the country is going to be bothered on. Fair enough. So who's going to be the target audience now for this all? Is it the upper middle class sector that you're targeting? It'll be essentially targeted at people who are on the affluent sector and but who all are bothered about the health and I'm sure the health consciousness in the Indians are is improving big time. Also since this is a product for diabetics specifically generally people are used to limiting the addition of sugar for diabetic patients in beverages. But then cooking oil, I don't know how much you can segregate that in the kitchen. How can you actually have something for each member of the house when you're talking about cooking oil? So how are you going to make this product appeal to even non-diabetics living the same household? No, no, no, this food not necessarily you've got to cook it for the diabetic patients. This is actually ensuring that prevention of diabetes is not so I think normal food can be cooked in this. There's nothing wrong in that. And give us a sense of your pricing strategy as well Atul, considering you're targeting the affluent class here. I would say it will be not really for the affluent class. It will be it will be affordable. The price is not going to be very exorbitant. It's going to be affordable. Also let's get a sense of the competition within this space because though you may not have something direct by way of competition when you're talking about cooking oil that's meant for diabetics within the healthy oil segment there's enough competition over there. So how do you think you're going to fair in that overall category? To answer your question I think we have a winner with us and we'll see we'll fight it out in the marketplace but at the end of the day it all boils down to how the Indian consumer reacts and we feel that the Indian consumer is getting more and more health conscious, more and more worried about the diabetes and I'm sure we will definitely have the first mover advantage. And broadly speaking if you can walk us through the kind of challenges that you're facing within the market that you function in. The challenge will basically be educating the Indian consumer about the benefits of this oil which is largely going to be taken care of by the communication as we go forward. This is where we feel our biggest challenge is going to be. And considering that you're the sixth largest food company in India what would he say is the USP of the kind of products that you bring out perhaps you can tell us what your biggest advantages are when you talk about the edge you have over competition. First mover advantage we are present pan India you have a huge distribution network available and we are a company which is giving a serious product over the years it's a trusted it's a trusted name fortune is a trusted name and the Indian housewife trusts us and because of that trust we try and keep improving ourselves and keep innovating. Of course Atul you have a wide variety of products under the Adani umbrella that you've got to take care of tell us about the biggest brand that stands in your portfolio. As of today we are looking at Vivo the other product which we feel is going to be game changer is the basmati rice and we certainly would not lose sight of our other products and like sunflower oil and soya oil which is our staple. So I'm sure we will have exciting times ahead. All right Atul pleasure having you with us thanks for joining us today on the show and of course we wish you great luck going ahead. On the other side we are going to review Coca Cola's iconic brand Maza's latest ad campaign that's coming up in just a moment to stay with us.