Bottling an Identity in India
Food
Ever had a spoon of Nutella? Or slurped down a bowl of Maggi? When brand names slip into our everyday speech, you know they've become icons of their categories. A strong name doesn’t just tell you what the product is, it shapes how you think about it, what you remember, and the way you choose. In a country like India, where shelves are packed with lookalike products, branding isn’t just helpful. It’s essential.
The edible oil segment in India is especially crowded. Dozens of brands promise purity, health, and tradition. Fortune, already a trusted household name, needed more than another variant on the shelf. Launching another mustard oil wouldn’t make much of a difference unless it stood out for the right reasons. This led to the launch of Fortune’s Kachi Ghani Pure Mustard Oil.
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The meaning of “Kachi Ghani”
So, what’s Kachi Ghani all about? It’s actually a traditional method of cold-pressing mustard seeds at low temperatures, kind of like a gentle squeeze to retain the oil’s natural properties, essential oils and antioxidants. At the time of launch, Kachi Ghani was a common phrase known in parts of the country, but it was not owned by any brand. Fortune saw an opportunity to turn this phrase into a stamp of authenticity.
By choosing Kachi Ghani as the product name, the brand made a strategic shift. It didn’t just brand the product. It branded the process. Instead of coming up with a fancy or abstract name, Fortune went with one that actually meant something to people. Right away, it told consumers what made the oil different.
That choice had a real impact on both sales and visibility. By highlighting the traditional cold-press method, Kachi Ghani carved out its own space in a crowded market. It reminded people of how things used to be made, before additives and shortcuts became the norm, and offered consumers a meaningful reason to choose it over others.
Naming through the eyes of the consumer
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Branding a process may be a unique strategy but it isn’t always a guaranteed success. Before Kachi Ghani came along, its predecessor, Fortune’s Double Filtered Mustard Oil saw only modest demand. This was an earlier attempt to brand a process. On paper, the name made sense. Double filtering should mean cleaner, purer oil. But to many consumers, it sounded like the oil had been overly processed or tampered with. It didn’t match their idea of purity, which is often tied to simplicity and tradition. Even factually accurate process branding can fall flat if it doesn’t connect with what people believe or expect.
Branding isn’t just about picking the right name. Everything around it matters too, from how it looks and how it’s talked about, to how it feels to the customer. Fortune brought the Kachi Ghani story to life through simple visuals that showed real food and everyday meals. Marketing kept the focus on the benefits of the cold-press method. All of it came together to send one clear message. This oil is pure. This oil can be trusted.
In states like West Bengal where mustard oil is a part of daily cooking, Fortune Kachi Ghani has become the go-to choice for millions of households. What began as a bold move to brand a process has grown into a nationwide success. Today, with the strength of the Kachi Ghani brand, Fortune has firmly established itself as the leading player in the mustard oil market across India.