ü India’s First edible oil fortified with Vegan Vitamin D3
ü Available in key markets Tamil Nadu, Karnataka, Kerala, AP, Telangana, Maharashtra, Odisha, Madhya Pradesh, Chattisgarh and Goa.
Bengaluru, 22 September 2016: Kaleesuwari Refinery Private Limited(KRPL) unveiled New Gold Winner with Vita D3+. This is India’s first and only edible oil enriched with vegan source of Vitamin D3.
Vitamin D is an important factor for overall health of muscles, heart, lungs and for strong and healthy bones. Though our body can make its own vitamin D from sunlight and a very small amount comes from a few foods. Vitamin D deficiency prevails in epidemic proportions across India, with a prevalence of 70%–100% in the general population.
Recognizing this need KRPL has now taken this fortification step on its existing gold winner.
Speaking during the launch, Anurag Lodha, Chief Operating Officer, Kaleesuwari Refinery Private Limited said, Speaking during the launch, Anurag Lodha, Chief Operating Officer, Kaleesuwari Refinery Private Limited said, “Our product innovation and design have always focused on providing a healthy lifestyle to our consumers and to encourage healthy eating habits. One such offering is the launch of Gold Winner with Vita D3+. Vitamin D deficiency is a highly prevalent in our country, this demands more attention and awareness amongst the public. Our offering would help fight against deficiency of Vitamin D across all segments of population. Most of the fortified edible oils in India are focused on Vitamin D2, a vitamin our body does not produce naturally. Vitamin D3 is more suitable for humans, and proven to have higher efficacy compared to Vitamin D2. Unfortunately, Vitamin D3 was only available from Non-vegetarian source until now, so our challenge has been to identify a vegetarian source that could be used for food fortification applications. We are delighted to have identified a plant-based, vegetarian source for Vitamin D3 which we believe is a healthy and right choice to offer. Also delivering Vitamin D to humans through Oil fortification is one of the most effective options as Vitamin D is fat soluble and oil is an important daily ingredient in our cooking. “
Commenting on the launch of the product, Dr Dharini Krishnan, a leading consultant dietician said, “Recent studies have revealed that 65-70 per cent Indians are Vitamin D deficient and another 15 per cent are insufficient despite getting sunshine. Considering most working professionals and people at home are not exposed to sunlight it is imperative that food components be supplemented with Vitamin D. Considering oil and salt are the essential ingredients in Indian cooking, Vitamin D supplemented oil can be a good agent to fight against deficiency of Vitamin D."
Mrs Kajol Devgan, the brand ambassador of Gold Winner said, “Oil is an essential part of our cooking so incorporating this source of Vitamin D in our diet is effortless. Also given that our food habits are more vegetarian by nature, Gold Winner Vita D3+ proposition becomes even more unique and relevant as it is the only edible oil fortified with Vitamin D3 from a non-animal source.
With this launch, the brand is creating a movement of sorts to sensitize people towards the importance of Vitamin D and how with just a daily dose of sunshine and Gold Winner Vita D3+ in our cooking, we all can work towards making India D positive.”
The current refined oil in consumer packs category (All India) is estimated to be at 2.16 mn tones of which the share of Sunflower oil is about 27%. Gold Winner is South India’s leading edible oil as per leading research audit report.
About Kaleesuwari Refinery Private Limited
Since its inception in 1994, Kaleesuwari Refinery Private Limited has embarked itself on a journey to deliver the promise of Health & Happiness to its consumers by creating, developing and marketing high-quality consumer products. The launch of its flagship brand Gold Winner Refined Sunflower Oil was the first step in this direction. Headquartered out of Chennai (Tamil Nadu), Kaleesuwari Refinery Private Limited has four manufacturing units in India backed with state-of-the-art refining technology & processes from Desmet Ballestra, Belgium. The last decade also saw the company’s foray into exports with Overseas Group office in Singapore. Export markets covered are Oman, Qatar, Kuwait, Dubai, Sri Lanka, Singapore, Malaysia, Seychelles and USA with plans for expansion into newer geographies. Today, the Kaleesuwari branded product portfolio comprises of Food- Edible Oils , Food- Pulses, Personal Care & Home Care