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Custom edible-oil container at leading edge of convenience wave in India

Competition for consumer attention is increasing in the edible-oil aisle, pushing marketers to be more creative, even in countries such as India.

Freedom_Oil
Freedom_Oil

Packaging is receiving more emphasis, and Gemini Edibles & Fats India Private Ltd. (GEF India) is one company reflecting this trend with a distinctive 5-liter, HDPE container for its Freedom Refined Sunflower Oil.

The Hyderabad, India-based company has created a custom container for the brand that is notable for both its shape and its striking colors. The package, designed by Tata Elxsi, supports the brand positioning “Your Right to Happiness,” and its profile rises from the bottom of the container to the handle, culminating with a series of waves at the neck.

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