Borges, the Spanish food major related to Mediterranean diet today announced its Indian foray by setting up a subsidiary here. As a part of its expansion plans, Borges will build a robust distribution network and will be available in leading food retail outlets in six metros in the first phase – Delhi, Mumbai, Bangalore, Hyderabad, Chennai and Pune. The company will expand its distribution reach to 36 Indian cities/towns by the next year.
Borges introduced its flagship product Olive oil in three variants: Extra Virgin, Extra Light & Pure Olive Oil. Borges Extra Light Olive Oil has been specially designed for the Indian consumer; it has a light flavour & aroma which does not interfere with that of the spices used in Indian cooking. Alongside, Borges launched Balsamic Vinegar and microwave popcorns.
Speaking on the occasion, Mr. Rajneesh Bhasin, Managing Director, Borges India Private Limited said, "We want attain firm foothold in India and establish leadership position by setting up an Indian subsidiary. As the world leader in Mediterranean diet, Borges' promise is to offer Indian consumers world class products to suit the local tastes and preferences. In line with the growing consciousness on health and wellness among Indian consumers, Borges will propagate the message of active lifestyle through multiple channels and platforms, one such channel is www.luvolive.com. We have also set up an expert panel of nutritionists to spread the benefits of healthy living with Olives."
Speaking at the launch event Mr. Ion De La Riva, Spanish High Commissioner to India said, "I am delighted to see Borges, a world renowned food brand from Spain foray in India to spread the benefits of healthy living through Olive Oil. I am confident that Indian consumers will relish the wide range of Borges products, especially Olive Oil, one of the finest in quality from Spain."
"Olive Oil is a proven and acknowledged medium for healthy cooking especially in households where the risk of coronary heart diseases is high. Sustained consumption of Olive Oil is also known to lower blood sugar levels and blood pressure among several other benefits. It is recommended that consumers incorporate 1 tbsp of Olive Oil into their daily lives for a healthier tomorrow", said Ritika Samaddar, Regional Head – Dietics, Max Hospital, New Delhi.
Each of the three variants will be available in four packs of 250ml, 500ml, 1 litre and 5 litres. The Balsamic vinegar will be available in two variants of 250ml and 750ml.
Speaking at the launch of Borges in India, Venu Hirani, Nutritionist and Fitness Consultant, Proprietor - Bodyworks said "Olive Oil is the latest wonder food and it is imperative that we incorporate it in the Indian diet. There are plenty of myths around its consumption and usage – including the myth that it is not conducive to Indian cooking. With the Borges Extra Light variant even this has been taken care of, extra light comes without the typical flavor and smell and hence does not interfere with Indian herbs and spices"
Borges has initiated the "luvolive" website for its Indian consumers, to help the company in its endeavor to promote a switch to healthier lifestyles and incorporate Olive Oil into their diet and eliminate any myths regarding Olive Oil and Indian cuisine in general. The website has all information regarding the health benefits of Olive Oil, recipes, which includes both Indian and continental cuisines - consumers will also be able to interact with leading nutritionists from the Borges panel of experts and pose queries to them. A key feature will be the free 'health status check'. Borges' mascot 'Oli' will drive consumer connect online and offline to convey the twin messages of health and good life! 'Oli's' addition to the campaign will bring the fun quotient and tap into younger audiences.
For more information on Borges: visit – www.borges.es
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