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What’s in your oil? A perspective from the frontlines
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Friday, 25 April, 2025, 15 : 00 PM [IST]
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Charan Rajput
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As someone who spends each day understanding what Indian families are choosing for their kitchens—and why—I’ve witnessed a remarkable shift in the way consumers look at cooking oil. It’s no longer just about tradition, taste, or price. Today, it’s about what’s in the oil—and more importantly, what that means for one’s health.
In my conversations across cities, towns, and kirana shelves, one thing is clear: consumers are smarter and more health-aware than ever before. Labels are being read. Ingredients are being questioned. And terms like “blend ratio” are becoming part of everyday vocabulary. Among these, the 70:30 oil blend, backed by the WHO, is fast becoming the gold standard.
Why 70:30 works — and why we should back it
The science behind the 70:30 blend is solid. When 70% of an oil rich in monounsaturated fats is combined with 30% rich in polyunsaturated fats, the result is a heart-healthy oil that supports better cholesterol levels, balanced omega ratios, and improved immunity—without losing out on flavour or performance during high-heat Indian cooking.
And that is why each and every brand should lean into this insight to craft oils that are not just health-forward but also rooted in regional taste preferences. For example, blends that combine oils like rice bran and sunflower, or groundnut and soybean, create a product that feels familiar yet smarter.
The rise of the conscious buyer and premium choices
What excites me most is the evolution of our consumer. Today, a significant portion of the market is ready to pay more for products that offer real health benefits—whether it’s immunity support, heart health, or clean labels.
In fact, we’ve seen that clearly labelled oils, especially those showcasing the 70:30 ratio, enjoy stronger shelf pull and better consumer loyalty. In many cases, buyers specifically ask for them.
This is no longer a trend. It’s a transition. A movement toward health-first living—and it’s changing the edible oil category from a commodity into a lifestyle choice. This change in consumer behaviour isn’t something that happened overnight—it’s been years in the making. This is reason enough for every brand to conduct regular health literacy and product training sessions for the teams working on developing and marketing these products. This will not just boost numbers, but equip the people with knowledge. Selling with purpose is important to make a smarter, healthier India.
Reinventing tradition with science
India has always been a land of diverse food cultures and emotional connections to food. Our oils are part of that tradition. But as health concerns rise and lifestyle diseases become more common, the need for scientifically blended oils becomes even more important. The 70:30 blend doesn’t ignore tradition—it evolves it. It gives today’s families a way to preserve the flavours they love while protecting their health. So, the next time you—or a consumer—asks “What’s in my oil?” know that if it’s a 70:30 blend, the answer is simple: It’s a smarter choice for a healthier life.
(The author is national sales head at B.N. Agritech Limited)
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