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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