Hathi Edible Oil Onboards Anupam Kher as Brand Ambassador
CE DESK 
Hathi Edible Oil has appointed actor Anupam Kher as its brand ambassador. The move aims to strengthen the 114-year-old brand’s identity and connect its heritage with a new generation of consumers.
Hathi is the flagship brand of B. P. Oil Mills Limited (BPOM). Its portfolio includes Kacchi Ghani Mustard Oil, groundnut oil and soybean oil, with Kacchi Ghani Mustard Oil remaining the company’s lead product.
The appointment comes with the launch of new packaging across all three oil categories. The refreshed design gives the brand a more contemporary look while retaining the product qualities associated with each oil.
Kher’s association is expected to reinforce Hathi’s connection with family, everyday cooking and Indian food traditions. His appeal across generations is central to the brand’s plan to widen its consumer base.
Bharat Bhagat, managing director, B. P. Oil Mills, said: “Hathi represents a legacy built over 114 years, with its products becoming part of the everyday cooking traditions of Indian households. As we look ahead, our focus is on strengthening this legacy while evolving the brand for changing consumer preferences. Anupam Kher’s versatility and enduring connection with audiences make him a strong partner in this journey. We see this association as an opportunity to reinforce Hathi’s brand equity and take its story to a wider consumer base.”
Anirudh Bhagat, Director, B. P. Oil Mills Limited, said Our focus is on building a stronger, more contemporary identity for Hathi while continuing to serve consumers across our edible oil portfolio. The new packaging is an important step in this direction, and the association with Anupam Kher gives us an opportunity to communicate the brand’s story more effectively. We are also exploring opportunities to expand our FMCG portfolio and take the business into new categories over time.
The partnership will also highlight Hathi’s brand promise, ‘Hathi Oil, Swaad Jo Ghar Le Aaye’. The company is also exploring opportunities to expand its FMCG portfolio and enter new categories over time. Hathi Edible Oil is targeting 35–40% growth over the next year. The company currently operates with a turnover of more than Rs 1,000 crore.
The move positions Hathi to compete more strongly in India’s packaged edible oil market by combining legacy, trusted product quality, refreshed branding and a widely recognised celebrity face.
