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U. Bharath (cbedit@imaws.org)
Vaighai Agro Pvt. Ltd has come a long way since it was founded in 1980, and the brand is currently said to be one of the leading rice bran oil manufacturers and exporters in India. The company’s product, Nella rice bran oil, has been a market leader, and the manufacturer has consistently bagged an award every year from the Solvent Extractors’ Association (SEA), India, for adhering to quality benchmark norms.
Supplying rice bran oil and de-oiled bran products, Vaighai Agro Pvt. Ltd has been instrumental in shifting India’s agribusiness industry from a dependency model to self-sufficiency. The company maintains exceptional quality assurance norms, and it has fully equipped R and D facilities with research assets managed by a team of skilled professionals.
In a chat with Kitchen Herald, Director of Vaigai Agro D. Gunasekar elaborated on the company’s innovation, immediate expansion plans into the USA and Australia markets and how the brand manages to stay ahead of the competition in the growing marketplace for rice bran oils.
Stringent Quality Control Measures
On ensuring the premium quality of their rice bran oil, D. Gunasekar shared that stringent quality control measures are adopted at every stage, from raw material sourcing to final packaging. He pointed out that the processes have been thoroughgoing.
“When it comes to raw material selection, we make it a point that high-quality sourcing of rice bran is done only from trusted suppliers, followed by advanced extraction and refining methods. We use only physical refining to retain nutrients while ensuring purity,” Gunasekar said.
He added that regular lab testing is carried out by conducting tests for free fatty acids (FFA), peroxide value, oryzanol content, and rancidity to ensure oil stability. “Also, we ensure traceability and compliance by end-to-end tracking of batches and strict adherence to regulatory norms”, the Director of Vaighai Agro noted.
National Food Safety Norms followed
Gunaskear also elaborated on the adherence to national food safety standards such as FSSAI, ISO, and HACCP of their products. He said that national and international food safety standards are strictly followed in their products.
Adding that food safety certifications are obtained from the following entities, including FSSAI (Food Safety and Standards Authority of India), ISO 22000 & FSSC 22000 v6 (Food Safety Management Systems) and HACCP (Hazard Analysis and Critical Control Points), he said such benchmark quality certifications make their products stand out in the market place.
Achieving Minimal Rancidity and Oxidation
While dwelling on the minimal rancidity and oxidation during the extraction, Gunasekar said that the refining process is done in such a way as to ensure freshness and prevent oxidation.
The steps which are studiously followed are
1: Immediate processing in which freshly milled rice bran is processed quickly to prevent rancidity;
2: Controlled Refining, in which deodorization and dewaxing methods improve shelf-life;
3: Proper storage methods to maintain oil at optimal temperatures and use light-resistant packaging to prevent deterioration.
Nella Rice Bran Oil, a Leader in the Rice Bran Oil industry
While detailing their product’s preeminent position and market share in the rice bran oil industry, both domestically and internationally, Gunasekar said, “While exact market share figures may vary, from time to time, we are one among the leading players in the rice bran oil industry in India.”
“Internationally, our exports have grown significantly, and we have a strong presence in export markets and countries like Sri Lanka,” Gunasekar noted.
Quality and Branding
In the process of differentiating Nella Agro products from competitors in terms of branding, pricing, and quality, Gunasekar pinpointed the following items as markers that separate them from their competitors. We strictly do not compromise on these quality parameters. The best quality is achieved due to the richness of gamma-oryzanol, antioxidants, and essential fatty acids in our product, thus making it a heart-healthy choice.
“While branding is done by emphasizing the nutritional benefits and high smoking point of our oil, targeting both health-conscious consumers and HORECA clients,” Gunasekar noted.
He further added that competitive pricing coupled with bulk supply options and customized solutions factor to stand out in the market. As for Innovation, the company has adopted a transparent packaging window, allowing consumers to see the purity of our premium rice bran oil.
“Our commitment to quality extends to advanced refining techniques that retain essential nutrients, ensuring a healthier choice for every kitchen,” Gunasekar, Director of Vaighai Agro noted.
Expansion into Export Markets of the USA and Australia
When queried about the company’s upcoming expansions in production capacity or exploring new markets Gunasekar said “Yes, we are expanding the production capacity to 140 TPD to meet the ever-increasing demand for our brand of healthy rice bran oil.”
He also pointed out that the company is exploring new export markets in the USA and Australia to enter it.
“We give shape to our immediate expansion plans by entering the USA and Australia markets, where the demand for quality rice bran oil is increasing,” Gunasekar noted
He also said that strengthening our presence in the premium and health-conscious consumer segment is yet another strategy to achieve maximum reach of Nella Rice bran oil among consumers. “We are constantly working on enhancing the refining and packaging facilities, of our products to achieve our end,” Gunasekar noted.
Rice Bran Oil fast gaining popularity in the HoReCa segment
While listing out the many reasons for the growing popularity of rice bran oil among consumers, he said and noted that the ingredients in the oil make it stand out from other cooking oils. While the high oryzanol content helps to reduce bad cholesterol, the balanced fatty acid profile is Ideal for heart health and the oil’s high smoke Point (245°C), which is perfect for deep frying and Indian cuisine and its mild flavour enhances food taste makes it a go-to choice among cooking oils.
“Due to these health-boosting qualities rice bran oil has been widely adopted by urban households and HoReCa segments in a big way,” Gunasekar noted.
Value-Added Services for the HoReCa segment
While talking about the value-added services that the rice bran oil suppliers offer to attract and retain HoReCa clients, Gunasekar pointed out that we offer customized blends, which are tailored compositions to meet specific cooking needs.
Secondly, supply chain reliability, which ensures timely bulk deliveries makes it all the more reliable. Added to this the cost-effective bulk packaging, which is available in 15kg, 20kg tins, jerry cans, 190 kg barrels and bulk tankers makes it an attractive proposition for the HoReCa segment. “We also offer technical support and consultation to our customers, thus assisting them with oil usage optimization for frying and shelf life improvement,” Gunasekar noted
Special Packaging for the HoReCa segment
While elaborating on the vital packaging and bulk supply options, which are available for the HoReCa sector, and how they differ from retail packaging, Gunasekar, Director of Vaighai Agro said that HoReCa (Hotels, Restaurants, and Catering) clients get many options to choose from our brand of cooking oils.
Offering bulk options with 15kg tin, 20kg jerry can, 190kg barrel, tanker and flexi-tanks for large-scale operations and retail options including 1L, 500 ml, and 180ml packs for individual consumers added to customized packaging including private labelling and special packaging solutions for large clients are some of the special packaging Vaighai Agro offers for its consumers and bulk buyers.
Overcoming Price Volatility
While answering as to what strategies rice bran oil producers use to hedge against price volatility in raw materials, Gunasekar pointed out that the following steps are studiously followed which include long-term supplier contracts, thus ensuring stable raw material pricing and diversified sourcing which means procuring rice bran from multiple regions to mitigate local shortages.
“Also, stock management and maintaining buffer stocks to handle price fluctuations are taken care of to tide over price volatility” he noted. “Other steps may include market monitoring and trading in which commodity market insights are taken into account to anticipate price trends, and introducing more value-added products and expanding product lines to balance revenue during price fluctuations,” Gunasekar noted.
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