Ruchi Nutrela oil SWOT Analysis, USP & Competitors

Posted in Food & Beverages, Total Reads: 1509

SWOT Analysis of Ruchi Nutrela oil with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Ruchi Nutrela oil

Parent Company

Ruchi Soya Industries Limited


Cooking oil


Food and beverages

Tagline/ Slogan

Fat nahin, Fit


A lighter oil



Food and beverages: Cooking oil

Target Group

Health seeking household women


Best health and best taste

SWOT Analysis


1. Available in five different types for different choices

2. Nutrela soyabean is number one low absorption oil

3. Contains natural plant sterols and approx 25% less oil absorption , less oil per serving

4. Help avoid various heart related diseases

5. Nutrela rice bran oil named as World’s Healthiest edible oil
6. Good brand backing of Ruchi products


1. No control on price as product is agro based hence  price fluctuate according to commodity market

2. Intense competition from existing brands means limited market share

3. Brand awareness and marketing lesser than some other brands


1. Developing other healthy products

2. Strengthening of Mahakosh portfolio

3. More advertising to tap the urban market and better rural peneration


1. Change in policy of edible oil by the Government

2. More competition from other popular brands

3. Brand switching amongst food products can affect brand



1. Fortune

2. Silver Drop

3. Santushti


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