The appointment coincides with refreshed packaging across Hathi’s mustard, groundnut and soybean oils, while Kacchi Ghani Mustard Oil continues as the brand’s flagship offering.
Hathi Edible Oil, the flagship brand of B. P. Oil Mills (BPOM), has appointed actor Anupam Kher as its brand ambassador. The brand, which traces its origins to 1912, is also introducing new packaging across its edible oil portfolio.
The packaging refresh covers Hathi’s mustard, groundnut and soybean oil categories, with Kacchi Ghani Mustard Oil retaining its position as the flagship product. The updated visual identity aims to give the brand a more contemporary look while retaining its existing promise, ‘Hathi Oil, Swaad Jo Ghar Le Aaye’.
Hathi Builds on Its Legacy With New Brand Association
Commenting on the appointment, Bharat Bhagat, managing director, B. P. Oil Mills, said: “Hathi represents a legacy built over 114 years, with its products becoming part of the everyday cooking traditions of Indian households.
“As we look ahead, our focus is on strengthening this legacy while evolving the brand for changing consumer preferences. Anupam Kher’s versatility and enduring connection with audiences make him a strong partner in this journey. We see this association as an opportunity to reinforce Hathi’s brand equity and take its story to a wider consumer base.”
The company sees the association as an opportunity to strengthen Hathi’s brand identity and expand its reach among consumers while building on its established presence in Indian kitchens.
Company Eyes a More Contemporary FMCG Portfolio
Anirudh Bhagat, director, B. P. Oil Mills, said: “Our focus is on building a stronger, more contemporary identity for Hathi while continuing to serve consumers across our edible oil portfolio.
“The new packaging is an important step in this direction, and the association with Anupam Kher gives us an opportunity to communicate the brand’s story more effectively. We are also exploring opportunities to expand our FMCG portfolio and take the business into new categories over time.”
Hathi Edible Oil is available through e-commerce platforms including Amazon, Flipkart, Blinkit, BigBasket and Zepto. Alongside its brand and packaging initiatives, the company is exploring additional FMCG categories as part of its plans for future expansion.
