When Vishal Gupta took over as the India managing director of Borges, the company famous for its olive oil, in 2017, he realised the country's market was still learning about the importance of different cooking oils. "It wasn't just about promoting a product; this was about changing mindsets," says Gupta, 46. "We worked to adapt our approach that suited Indian cooking habits."
So, Gupta went back to the basics of marketing that he picked up as a student at the Indian Institute of Management, Lucknow, and the Institute of Management Technology, Ghaziabad, to educate the consumer and build trust. The brand eventually collaborated with nutritionists, chefs and fitness experts to raise awareness about olive oil and how it could be incorporated in Indian cooking.
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