Hathi Edible Oil, the flagship brand of B. P. Oil Mills Limited (BPOM), has appointed actor Anupam Kher as its brand ambassador as the company seeks to strengthen its brand presence and appeal to a wider consumer base.
Established in 1912, Hathi’s product portfolio includes Kacchi Ghani Mustard Oil, groundnut oil and soybean oil. The association coincides with the introduction of new packaging across all three categories, marking a refresh of the brand’s visual identity.
Hathi products are available through a network of more than 2.5 lakh retailers and over 4,500 distributors and dealers. The company also operates more than 25 company-owned depots across India and sells through e-commerce platforms, including Amazon, Flipkart, Blinkit, BigBasket and Zepto.
BPOM, which reports a turnover exceeding ₹1,000 crore, is targeting 35-40% growth over the next year. The company is also exploring opportunities to expand its fast-moving consumer goods (FMCG) portfolio into additional product categories.
Bharat Bhagat, managing director of BPOM, said the partnership would help strengthen Hathi’s brand equity while introducing its legacy to a wider consumer base. Anirudh Bhagat, director of the company, said the new packaging and the association with Kher would support efforts to build a more contemporary brand identity.
The partnership will also highlight the brand’s tagline, “Hathi Oil, Swaad Jo Ghar Le Aaye,” reinforcing its association with family and everyday cooking traditions.