Ruchi Soya Industries Ltd is India’s largest producer of edible oils, soya food, premium table spreads, vanaspati, and bakery fats. Its popular brands include Mahakosh, Sunrich, Ruchi Gold, and Nutrela.

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Suneratech | Case Study
For
Ruchi Soya Industries Limited

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Introduction
Featuring among the top five FMCG players in India, the $5 billion Ruchi
Soya Industries Ltd. is India’s largest producer of edible oils, soya food,
premium table spreads, vanaspati, and bakery fats. Its popular brands
include Mahakosh, Sunrich, Ruchi Gold, and Nutrela.

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BUSINESS CHALLENGES
Despite spending considerable amount of its marketing dollars in pushing
traditional media campaigns (print and TV), Ruchi could not leverage these to build
a mechanism to connect and engage with its consumers in a sustained manner.
The brand continued to suffer from having little direct contact with consumers. They
were looking for an alternative solution to build and sustain customer engagement
on an ongoing basis.

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THE SUNERATECH SOLUTION
The key objectives for the campaign were as follows:
1. Increase market share of the SKU by targeting consumer through an on-pack
campaign.
2. Sustain the uplift in sales by targeting consumers via their mobile device, with a
strategic direct marketing campaign.
3. Build a extensive consumer profile database across product range, giving the
opportunity to up-sell and cross-sell within the key SKU’s.
meltag® created an innovative on-product campaign for one of the key products which
targeted consumers via mobile SMS. The volume uplift was sustained by incentivizing
existing buyers to repurchase.

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RESULT
• 15% sales uplift: 15% of SKU1 buyers bought SKU2 after receiving a targeted
cross-category direct message.
• 21% repurchases: Consumers repurchased after receiving a targeted
promotion message with instant reward specified.
• Million+ connects: Rich database of unique ‘permissioned’ consumers to
target for sales and brand building activity.

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