The Indian edible oil market is witnessing a surge in demand for cottonseed oil, and NK Proteins Private Limited, the maker of Tirupati Edible Oils, is gearing up to capitalize on this trend. The company aims to achieve double-digit growth by 2025, driven by its focus on quality, innovation, and expanding its reach across emerging markets.
“My passion for this industry stems from its deep connection to Indian households, where edible oils are an essential part of life,” says Priyam Patel, Managing Director of NK Proteins. Under his leadership, the company has built a strong presence, reaching over 10 million households through its flagship brand, Tirupati Edible Oils.
Cottonseed Oil: A Game-Changer
Cottonseed oil has emerged as a key growth driver for NK Proteins, thanks to its affordability, nutritional benefits, and versatility in Indian kitchens. “Consumers are increasingly recognising its health benefits, including its richness in tocopherols and heart-friendly polyunsaturated fats,” Patel explains. The company’s focus on educating consumers about these benefits has positioned Tirupati Edible Oils as a trusted choice in the market.
Emerging markets such as Gujarat, Rajasthan, Maharashtra, Madhya Pradesh, and northern India are showing significant growth potential. “Tier-2 and tier-3 cities are driving demand for cottonseed oil, especially among health-conscious and price-sensitive consumers,” Patel adds.
Commitment to Quality and Innovation
Quality has been a cornerstone of Tirupati Edible Oils’ success. “We have invested heavily in advanced refining technologies and stringent quality checks to ensure our oils meet global standards,” says Patel. The company’s emphasis on sustainable sourcing and innovation in product development has further strengthened its position in the competitive edible oil market.
The brand’s association with Kareena Kapoor Khan as its ambassador has also played a pivotal role in enhancing its visibility and appeal. “Her endorsement reinforces the premium and trustworthy image of Tirupati Edible Oils, especially among urban and aspirational audiences,” Patel notes.
Challenges and Opportunities
Regulatory changes and import policies pose challenges to the edible oil industry, affecting raw material costs and pricing strategies. “We are actively exploring backward integration and promoting domestic oilseed production to reduce dependency on imports,” says Patel. This aligns with the government’s push for self-reliance in edible oil production, a transformative opportunity for the industry.
“India has the potential to become a major producer of oilseeds through improved agricultural practices and infrastructure support. At NK Proteins, we are committed to working closely with farmers and stakeholders to create a sustainable supply chain that benefits both producers and consumers,” Patel elaborates.
Vision 2025
As the company charts its path for 2025, double-digit growth remains a key target. “We will achieve it by expanding our product portfolio and entering new markets. Cottonseed oil will continue to be a major growth driver due to its health benefits and affordability,” Patel states. NK Proteins is also planning to introduce new value-added products tailored to health-conscious consumers, ensuring it stays ahead of market trends.
With a robust go-to-market strategy and a clear focus on innovation, NK Proteins is well-positioned to lead the Indian edible oil market into a healthier and more self-reliant future.
