Virat Crane Industries Limited (VCIL)

Found a 1 yr old comparative analysis of Ghee brands sold in various southern states.

Note: MRP figures are 2014 based.

Group A overall opinion about Ghee

· 41% of the consumers look for Best before date while 29% give preference to manufactured date.
· 74% of the consumers prefer only branded ghee while the 24% non-brand items.
· 39% purchase 200gram pack while 18% go for 100 grams packet.
· 84% of the consumers did not prefer homemade ghee while 13% give purity to homemade items.
· 76% have the knowledge of adulteration of Ghee with vanaspathy.
· 55% of the users have the knowledge about the impact of Vanaspathy on human health.
· 52% of the users have no idea about the vegetable ghee, (i.e) Vanaspathy sold in the name of ghee.
· 81% have the knowledge of quality mark and 77% preferred Agmark graded ghee while 3% looked for ISO.
· 47% informed that they judged the quality by smell, while 16% by taste.
· While 45% complain to authority 39% to the shopkeeper.

Also, one needs to be mindful of the possible impact from Patanjali Cow Ghee.

Disc: Not invested. But will put it into my watchlist.

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