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Industry and Competitive Context India's edible oil and packaged health food industry presents one of the most complex competitive landscapes in the fast-moving consumer goods sector. The edible oil market has historically been defined by price sensitivity, fragmented regional preferences, and the dominance of loose, unbranded oils sold through traditional kirana retail. Premium, branded cooking oils occupy a comparatively narrow slice of total consumption, making brand equit

Executive Summary Saffola's six-decade journey as India's flagship heart-health edible oil brand is, at its core, a story of strategic repositioning — executed not once, but repeatedly, in response to shifting consumer psychology, competitive entry, and cultural evolution. Introduced in the 1960s as a premium safflower oil for cardiac patients, Saffola was initially positioned as a curative, almost prescription-grade product. By 2004, Marico had recognized the structural ceil