Dalmia Continental in India has come up with a marketing idea to re-launch its Leonardo olive oil product range. Its tins and bottles now carry packaging labels that have been designed keeping in mind different grades of olive oil and their uses in India. The new labels inform the consumer which grade to use for Indian dishes, which for western cooking, and which for salads.
VN Dalmia, chairman of Dalmia Continental, who is also the president of the Indian Olive Association, said, “Our key message has always been ‘use the right grade of olive oil.’ For the past few years, all our marketing and branding strategies have been aimed at getting this message across. This new label is an extension of our commitment to encouraging the use of olive oil by building greater awareness among our customers about which grade to use.”
Leonardo Olive Pomace Oil is ideally suited for everyday Indian cooking and frying, according to its new label which now includes a prominent image of a traditional Indian food platter and says : ‘For Indian Cuisine and Frying.’ Similarly, the label for Leonardo Pure Olive Oil says: ‘For Western Cuisine and Body Massage.’ The label for Leonardo Extra Virgin Oil says: ‘For Salad Dressings and Dips.’
Lack of awareness about the different grades and different uses of olive oil is one of the biggest problems plaguing the Indian olive oil industry. Educational product labeling is a marketing move which, it is hoped, would help to stimulate the demand for olive oil in India.