COOKING UP GROWTH

From a single refinery in Kakinada to an Rs 11,000-crore FMCG powerhouse, how did GEMINI EDIBLES & FATS (GEF) India perfect its recipe for growth?

- By ASHISH SINHA

WHEN GEMINI Edibles & Fats India (GEF India) launched its Freedom Refined Sunflower Oil in 2010, few expected it to challenge giants with decades of legacy. Fifteen years later, Freedom is not only a household name across South and East India but also the category leader with a 24.5 per cent volume share (Nielsen Q2 FY25).

GEF India's Managing Director Pradeep Chowdhry attributes this meteoric rise to consumer insight and a relentless focus on quality. “We launched Freedom in an extremely competitive environment, but by understanding consumer requirements and designing the right marketing strategy, the brand emerged as a leader,” he says.

The company’s journey from bulk trading to a branded FMCG player has been nothing short of transformative. Backed by strong investments, cutting-edge manufacturing, and a regional-first strategy, GEF India today operates three state-of-the-art refineries—two in Kakinada and one in Krishnapatnam—with a combined refining capacity of 3,450 metric tonnes per day.

Refining to Reinvention

The turning point came in 2014, when Golden Agri-Resources (GAR), part of the Singapore-based Sinar Mas Group, acquired a 75 per cent stake in GEF India. The strategic infusion of capital and expertise allowed GEF to triple its refining capacity, modernise operations, and strengthen its distribution footprint.

“The investment from Golden Agri-Resources helped us enhance capacity, technology adoption, and governance. It enabled us to triple refining capacity and expand geographically,” notes Chowdhry, highlighting how international partnerships elevated GEF’s competitiveness.

Further fuel came in 2018, when Proterra Investment Partners picked up a 25 per cent stake for Rs 640 crore, enabling aggressive expansion into new products and regions.