Hathi Edible Oil, the flagship brand of B. P. Oil Mills (BPOM), has appointed actor Anupam Kher as its brand ambassador as part of efforts to strengthen its market presence and modernise its brand identity.
Founded in 1912, the edible oil brand has also introduced new packaging across its mustard, groundnut and soybean oil portfolio. Kacchi Ghani Mustard Oil will continue to be its flagship product.
The company said the association with Kher is aimed at reinforcing Hathi’s legacy while connecting with a wider consumer base. The brand will retain its existing tagline, ‘Hathi Oil, Swaad Jo Ghar Le Aaye’, with the packaging refresh bringing a more contemporary look to its visual identity.
Bharat Bhagat, managing director, B. P. Oil Mills, said the brand’s 114-year history has made its products part of everyday cooking traditions in Indian households. He added that the company aims to preserve this legacy while adapting to evolving consumer preferences.
According to Bhagat, Kher’s versatility and longstanding connection with audiences make him a suitable partner for the brand’s next phase of growth.
Anirudh Bhagat, director, B. P. Oil Mills, said the packaging revamp is part of the company’s broader effort to establish a more contemporary identity for Hathi while continuing to serve consumers across its edible oil portfolio.
He added that the association with Kher would help communicate the brand’s story more effectively. The company is also evaluating opportunities to expand its FMCG portfolio and enter additional product categories over time.
Hathi Edible Oil is available through e-commerce platforms such as Amazon and Flipkart, as well as quick commerce and online grocery platforms including Blinkit, BigBasket and Zepto.
