Jivo Wellness, the pioneers of Canola Oil in India, unfolded its plans to escalate its manufacturing facilities and make pan India presence. The brand has a vision to bring the healthiest products to people all over the India and the purpose is to serve the whole human kind.

Addressing the media at the International Food Fair Aahar 2011, Mr. RPS Kohli, Managaing Director, Jivo Wellness, stated the company’s vision and said, “The mission of Jivo Wellness is simply creating a “Healthy India!” and it intends to bring on table an array of revolutionary wellness products that are simple, easy to afford yet full of value. To begin with we have introduced Jivo Canola Oil – a new cooking medium for Indian household which is priced almost at par with edible oils available in the market. However the wellness qualities of this edible oil are far better than other medium available in the market”

Jivo Wellness intends to project Canola Oil as the healthiest oil and make it a Rs 5000 million brand over the next five years. With the belief that this oil would be the ‘kitchen king’ once it enters the Indian market with other edible oils, it endeavors to break the negative label of thinking tagged with oils; that every oil has saturated fats and have cholesterol. And this pessimism has been conked out by introducing Jivo Canola Oil in India which retains and brings forth the good ingredients in edible oils while promoting the need for healthy and balanced diet.

Canola oil sounds like a new cooking medium for Indian households, however, Canola Cooking Oil is Mother Nature’s gift to mankind, and arguably, the healthiest cooking medium known to mankind. This oil provides the highest unsaturated (good) fats and the lowest saturated (bad) fats amongst all cooking oils in the world. Canola Oil is believed to reduce risk of High Blood Pressure, Bad Cholesterol, Coronary Heart Problems, Cancer, Memory Loss, and Diabetes and also cures Indigestion. Having the best ratio of Omega-3 to Omega-6 as compared to all available cooking oils makes it better than others.

U.S. Food & Drugs Administration (FDA) has approved a qualified health claim on its potential to reduce the risk of coronary heart disease, owing to its unsaturated fat content. It allows Canola Oil, a claim that says “eating about 1 1/2 tablespoons (19 grams) of Canola Oil daily may reduce the risk of coronary heart disease due to the unsaturated fat content in Canola Oil. To achieve this possible benefit, Canola Oil is to replace a similar amount of saturated fat.”

At present per capita consumption of edible oil in India is 11.5 kg/year is way below the world average of 18 kg. Even china is at 17 kg. “According to industry estimates, a 4% increase in per capita consumption and a population growth of 1.9% will foresee 21.3 million tons of demand for edible oil by 2015, creating a significant market for brands like Jivo Wellness, added Mr Kohli

Commenting on the response from Indian Market so far, Mr. Kohli further elaborated “we are operating in the Canola Oil business both in the India and a few overseas markets. Seeing such an applaud from our customers and current market scenario, Jivo Wellness is to invest Rs 200 million in the first year of operation, and intends an additional investment of Rs 600 million in near future to increase the capacity. The projected turnover would be Rs 1000 million by 2013 and looking at the growth charts, it intends to achieve Rs 5000 million by 2015. The newly set up in-house Filling and Capping Plant to bottle the product in India, helps Jivo to outprice imported brands of Canola Oil in India and to sell at a half of their price. The installed capacity of this plant is to produce 12 million litres of Canola Oil per annum.