| Unilever will soon be launching Boursin, a flavored, triple-cream cheese product that's one of the most successful cheese brands in the world, with Mumbai-based RR Oomerbhoy (RRO).
RRO currently handles Bertolli olive oil for Unilever and along with Boursin, will be launching Maille premium mustards and vinegars. While Unilever usually markets with HLL, these gourmet products are targeted towards a specific market segment and require specialised attention that a smaller company like RRO can better provide explains Riyad Oomerbhoy, MD, RRO.
The move is in tune with Unilever’s brand philosophy. Loic Rethore, GM (Asia-Pacific), Unilever France, explains “Unilever has two types of brands- big, mass-market brands and local jewels.” The latter are strong local brands (e.g. French Boursin and Maille), often with strong status in consumers minds. Unilever respects this and is content to support despite their relatively small size. Though they may classify as ‘boutique’ brands, in a globalising world, their niche appeal often extends abroad, enhancing their value and making them highly profitable.
With Indian consumers going more upmarket in food consumption for reasons of increased affluence, global exposure and health concerns, RRO has carved out a niche for itself in establishing imported food brands like Barilla pasta and Bertolli olive oil. Going for nascent product categories they spend time in building smaller markets the way the big guys can’t be bothered. For Boursin, RRO is investing in the specialised cold chain that the products must be stored in- chillers that maintain the optimum 2-5 degree C range.
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