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-Priyadarshi Shastri | IMAWS (cbedit@imaws.org)
In the competitive and rapidly changing food industry, staying ahead of trends and ensuring a reliable supply chain is key to long-term success. Mr. Vishal Gupta, Managing Director of Borges India, has been at the forefront of driving the company’s growth in the Indian market, focusing on product innovation, sustainable sourcing, and operational excellence. In this insightful interview, Mr Gupta discusses the emerging food trends shaping the industry and how Borges India navigates the complexities of sourcing high-quality ingredients. Keep scrolling-
Borges India is known for offering premium oils and vinegars. How would you approach educating the Indian consumer about these products’ health benefits and versatility?
There has already been a steady shift in consumer behaviour with increasing awareness on the multiple health benefits of olive oils. There is a growing understanding on using natural vinegar instead of synthetic ones. Borges India has been putting more effort into enhancing the adoption of olive oils and natural vinegar across diverse population segments and promoting their versatility in Indian cooking. At Borges, we have been constantly innovating and ideating new products tailored for local culinary practices, to help bridge the gap between traditional Indian cooking methods and the use of olive oil. We are also focusing on changing the mindset of Indian consumers by debunking certain common myths related to olive oils. We believe that our constant efforts towards promoting the culinary and nutritious values and versatility of our premium oils and vinegar will lead towards an increased popularity of such products in the Indian market.
Could you also tell us what other products are offered by Borges India apart from Olive oils and Vinegar?
Over the years, Borges has become synonymous with olive oils, but our brand extends beyond that. We offer a diverse range of products, including black & Green olives in sliced and pitted format, imported pasta, Indian pasta, olive leaf infusions, canola oil, and Borges Borgifritt high oleic sunflower oil. In addition, we have recently introduced two new vinegars; Red Wine vinegar and White Wine vinegar, to complement our existing portfolio, which includes Balsamic Vinegar of Modena and Apple Cider vinegar with the mother.
For the B2B sector, we provide Borges Borgifritt high oleic sunflower oil, a great choice for businesses involved in deep frying. Due to its high smoke point, this oil can withstand high temperatures, making it ideal for multiple uses and helping businesses reduce costs by extending the oil’s life. Additionally, we offer a tri-colour pasta made from natural ingredients like tomato and spinach, specifically for children who may be reluctant to eat vegetables, making it a fun and healthy meal option.
Our olive leaf infusions, available in four flavors; Classic, Mint, Basil, and Lemongrass, serve as a soothing herbal tea. We encourage people to take time for themselves and indulge in self-care activities with these 100% real olive leaves. All of these products are available through various channels, including Modern Trade, SAMT stores, E-commerce, and Q-commerce platforms, ensuring easy access for our customers.
What kind of changes have you observed in the food sector in India in 2024 and how are you capitalizing on it?
Over the past few years, we have seen a shift in consumer behaviour, with a strong inclination to today’s healthy eating and wanting to improve lifestyle. As people are growing in their lives and careers, we see a shift towards adopting olive oils, nutrition-loaded snacks and incorporating fitness regimes and yoga in day-to-day lives. As the consumer demands change to bringing quality products into their lives, we are already working on educating them about the Mediterranean diet, lifestyle and how to incorporate our products into their day-to-day lives. We believe in educating the consumers so they can make smart choices for themselves.
What do you think are the key challenges for Borges India in the Indian market, and how would you overcome them?
The key challenge for us is consumer education. Although consumers these days are gradually becoming aware of the benefits of olive oils and other Mediterranean products; however, shifting long-standing dietary habits takes time. We are trying to navigate this slow change while simultaneously promoting olive oil as a staple, especially in everyday Indian cooking. Hence, there is a need to further enhance awareness as there are lots of myths around olive oils, a lot of people don’t know the different varieties of olive oils that exist in the market and of course the usage of each type of olive oil- Extra virgin, Classic & olive oil for Indian cooking. We have been doing online and offline activities regularly to educate consumers on these topics.
Can you suggest any new flavour profiles or product combinations (e.g., infused oils, balsamic vinegar) that could appeal to the Indian market while maintaining the brand’s premium image?
We are constantly watching the consumer trends, evaluating the needs of Indian consumers and how best we can offer them with quality products. Our innovations are closely aligned with the new variations and diverse product lines recently introduced by Borges in India. We are already working on launching new products in the coming year.
What are the unique selling points (USPs) of Borges India’s olive oils that you would highlight in advertising and promotional materials?
Borges olive oils are packed at our own facilities in Spain. This gives us greater control over maintaining the quality and consistency of our products across the world. Our products undergo rigorous testing by professionals who check the flavour, aroma and taste of every batch. We also have stringent policies towards choosing the raw materials at the time of manufacturing. None of our products have any preservatives in them.
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