Team: Sahabzada Aunuddin Qadri, Muhammad Saad Khan, Hammad Tajalli | Edible Oil Industry | Managerial Policy |

1. Introduction of Product and Service in the World:

Cooking oil consists of edible vegetable oils derived from different plants, amongst which the famous are olives, peanuts, and sunflower. Cooking oil is used to prepare food, fry food and also used for salad dressing.
It has been around for thousands and thousands of years. The Chinese and Japanese have been using cooking oil since 2000 BC. Many other civilizations have used cooking oil before and after that. Therefore, to track the exact date of the invention is impossible. The Chinese were fond of Soy Cooking Oil and have been using it for a long time.
Vegetable oil, a type of cooking oil, began to be processed by old civilizations, utilizing whatever food they had. Early civilizations learned to use the sun, to heat, oily plant until the plant exuded oil that could be collected. In Mexico and North America, peanuts and sunflower seeds were roasted and beaten into a paste and then boiled in water. The oil that rose to the surface was then skimmed off. Africans also grated and beat palm kernels and coconut meat and then boiled the resulting pulp, taking the hot oil off the water.
Due to technological advancements, we now have new types of vegetable oil. Corn oil was extracted first in the 1960s. Cotton oil, grapeseed oil, watermelon seed oil, and many others are now considered as beneficial. Earlier, they were treated as waste.

Improvements with time: In the early days, people used stone mortar and pestle, or they used to simply use their feet to crush vegetable. Later the Greeks and Romans improved this process by introducing edge runners to grind and a screw to operate the lever press. In 1600s, a stamper press was invented in Holland and was used until the 1800s to extract oil. In 1750, John Smeaton, who was an English engineer, invented a Roll Mill to crush vegetable matter efficiently. Deiss of England obtained the first patent for the extraction of oil using solvents in 1856. After that, different techniques were invented and then improved upon. Today, solvent Extraction is standard in the vegetable oil industry.

2. Global Players till 2014 and their Market Share

The figure is very self explanatory and shows different kinds of cooking oil. It also shows Global Market Players with their market share.

Some well-known edible oil brands from around the world are:

California Rice Oil Company GMO free rice bran Oil may be "The World's Healthiest" edible oil, containing vitamins, antioxidants, nutrients and trans fat free. It's not just delicate and flavorful, it may help lower cholesterol, fight diseases, enhance the immune system, fight free radicals and more. Rice Bran Oil is extremely light, versatile and delicious.

Barleans:
An American Success Story: The Barlean's Farm, Fishery, and Organic Seed Mill.
The 42-acre Barlean's farm in Ferndale bustles with activity. Trucks from as far away as Canada and the Dakotas pull up to deliver flax seed, forklift drivers haul pressed flax meal into storage containers for recycling as cattle feed, while inside fresh pressed flax seed oil is bottled, labeled and rush shipped to health stores around the country.

Lam Soon Group
“Knife cooking oil ” is 100% Pure Rice Bran Oil contains only oil extracted from the bran of rice. It has a high level of Gamma Oryzanol (5,700 ppm), a type of natural anti-oxidant which main source comes from rice. Anti-oxidant is known to lower risk of cancer and heart disease. The higher the level of Gamma Oryzanol, the better it is.
Stallion group
Stallion sources edible oil from Malaysia and Indonesia for distribution from world leaders in the industry to needy markets in West Africa. Stallion Group is a privately owned business promoted by the Vaswani Family and spearheaded by Sunil Vaswani, Group Chairman.
Leading Indian Cooking oil Companies
Rasoya Protein * Revenue: It has total revenue of 11734.79 crore * Products and Services: Soya Nugget manufacturing unit, Wheat Processing Plant, manufacturing and supply of soya oil * Head office: Maharastra, India * Other projects: co generation of captive power project * Website: http://rasoyaproteins.in

Agro Tech Foods * Revenue: It has total revenue of 361.43 millions * Products and Services: sundrop slimlite, sunfrop peanut butter, sundrops 10 mns Yummeals, Act II popcorn * Head office: Gurgaon, India * Website: www.atfoods.com

Ruchi Soya * Revenue: It has total revenue of 26,000 cr * Products and Services: Nutrella soya bean oil, Nutrela mustard oil, rice bran oil, sunflower oils, Vanaspati, * Head office: Mumbai, India * Marketing strength: over 5,642 distributors * Website: www.ruchisoya.com

Sanwaria Agro * Revenue: It has total revenue of $303 millions * Products and Services: Seed processing and Solvent Extraction, Refining of crude Soy oil to produce refined Soy oil, Producing and selling value added products like Soy Flour, Soy Chunks * Head office: New Delhi, India * Employees: 48,399 employee as on 31st March 2013 * Website: www.sanwariaagro.com
5 Best Olive Oil Brands World Wide:

Borges - It's one of the leading brands which are very popular in Europe as well as in Asia. They produce finest quality of olive oil for both home and commercial consumption. They have a presence in over 100 countries with wide range of olive and related products.
Colavita - This brand is extremely popular in America and is made from fresh Italian olives. Its extra virgin olive oil tastes great and has a pungent smell that's loved by its users.
Bertolli - It's one of the biggest brands used in several countries. Bertolli olive oil come in different variants and is made from original Italian olives that are processed fresh. It's made from black olives that gives a unique taste and are enriched from Vitamin-E.

Pasolivo - This popular American brand is used by large number of users across United States. The olives used for this brand are grown organically in California and are processed right there soon after harvesting.

Pompeian - This is yet another excellent brand that is quite popular among its users. It's one of the leading imported brands that brings fresh olive oil from the Mediterranean region and have a large user base in United States.

3. Introduction of the product concept in Pakistan:

Since, this product is more of a necessity, it has been in the subcontinent for a long time. Even before the independence of Pakistan, there was Hindustan Lever, which had Dalda Ghee. Therefore, the presence of this product has been here since the day of Independence. With time more and more companies started selling edible oil of different types. The Industry was established in the private sector, but it was nationalized in 1973. Out of 26 factories, 23 were nationalized and put under the control of the Ghee Corporation of Pakistan (GCP). Even though Pakistan has seen almost a revolutionary change in its edible oil consumption, the most sold edible oil is in loose form.

The main edible oil consumed by Pakistani people are:
- Palm Oil
- Cotton Seeds oil
- Rapeseed and Mustard Oil
- Soybean oil
- Sunflower seeds oil
- Canola oil

Out of these, Pakistanis mainly consume sunflower, canola and soybean oil. The trend in the edible oil industry is changing rapidly.

Current Situation of Edible Oil Industry in Pakistan:

The industry is now in the private sector after privatization. It comprises of 160 units in the organized and unorganized sector. People are moving towards branded cooking oil. They have seen the poor quality of loose cooking oil and are now more aware of the consequences of using such low standard loose oil. Presently, the per capita consumption of edible oil is about 15-16 kg. This is very high compared to Europe's average of 3kg. Pakistan meets 30% of the demand through local production and imports the remaining 70% of it. We consume around 2.3 million tonnes of edible oil per annum. Out of which 0.63 million tonnes is contributed by the local growers while the remaining is imported to bridge the gap between demand and supply. Pakistan imports around 8% of its total edible oil imports from Indonesia. Pakistan was also the third largest importer of Malaysian palm oil in 2009, as its import reached over 1.73 million tonnes.

4) Major Players in Pakistan and Market share:

Dalda Foods Pvt ltd: Dalda Foods Pvt Ltd is one of the leading producers of cooking oil and ghee products in Pakistan. For over seventy years Dalda's name is synonymous with Quality. Dalda Foods' brands are the only vegetable ghee/banaspati products in Pakistan which are trans-fat free.

Sufi groups Sufi Banaspati& Cooking Oil , in a brief period of less than 20 years, has championed quality assurance and customer satisfaction to emerge as one of the top two market leaders in the Edible Oil and Ghee industry in Pakistan.

Habib Oil Mills (Pvt.) Ltd. Habib Oil Mills or HOM is one of the most trusted brand names in Pakistan and is a proven leader in the cooking oil and banaspati segment. The company produces premium brand cooking oils and hydrogenated cooking mediums and markets the products through its own distribution network.

Wazir Ali , Tullo: Wazir Ali Industries Limited is a Pakistan-based company engaged in the food processing industry. The Company is involved in the manufacture and sale of vanaspati ghee and cooking oils. Its products are offered under Tullo and Pride brands.

Soya Supreme Cooking Oil: Established in 1981, Agro Processors is a leading manufacturer of edible oil, banaspati and margarine in Pakistan. With a widespread distribution network all across the nation.
Meezan Cooking oil and Banaspati Meezan brand was launched in year 2000 from the platform of Paracha Textile Mills Limited (Ghee Unit) which is the fastest growing FMCG Company in Pakistan. The company exclusively engaged in the vegetable oil and fats business with the core objective to bring quality products within everyone's reach which is the social responsibility of the company towards the society and company feels that it is also the right of every consumer.
Kissan foods: The first Pakistani company set up a state-of-the-art Physical Refinery, Fractionation Plant and Interesterification Plant which is one of the most modern and High-Tech in Asia

Shan Cooking Oil: Shan cooking oil is one of the best quality of cooking oil which is the ultimate choice of people and house hold women. Its procedure by the blend of SBO, Canola Oil S.F.O.Shan Oil has no cholesterol and carious all the natural vitamin and anti andante to pressure the shelf life of oil.

Kashmir cooking oil: United Industries Limited is the manufacturer of the leading brand "Kashmir" cooking medium in the country. All the brands of United Industries Limited, which are Kashmir Banaspati, Kashmir Premium Gold Cooking Oil and Kashmir Canola Oil, go through a strict quality control and regulation process. Hence the product which reaches the consumers is of pure quality and with ideal taste and nutritional value. The Banaspati product has attained outstanding response throughout Pakistan, being a pure and granular ghee it is considered ideal for health. Banaspati has many qualities in stored for better health and an active lifestyle. Kashmir Banaspati is full of taste, rich in aroma and offers a healthier diet habit.

References:

http://www.pakreviews.com/

http://www.tastedefined.com/2013/01/best-olive-oil-brands.html http://dir.yahoo.com/business_and_economy/shopping_and_services/food_and_drink/oils/brand_names/?skw=cooking+oil+leading+brands http://topcompaniesindia.com/edible-oil-companies-in-india/
Gallup Pakistan, (2013) Media Cyberletter