India’s edible oil consumption poised for a sustained growth, expected to cross 28 MTs by 2033

Doctors’ Choice, a flagship edible oil brand from the stable of Kolkata's home-grown Budge Budge Refineries Limited (BBRL), is on a multi-pronged expansion mode. First it will tap and foray into new geographies including Bihar, Odisha, Jharkhand, Chhattishgarh, parts of UP (particularly eastern UP). Second, it has plans to disrupt the mustard oil market.

And then it has also lined up plans to focus on and strengthen its ayurvedic products basket under the KMP brand and also foray into the fast growing puja category, which is estimated to be more than Rs 50,000 crore, under the same brand, starting with lamp oil. Speaking to Bizz Buzz, Dhinal Brahmbhatt, who has recently been appointed as the Chief Business Officer, Doctors' Choice, said that all these plans will be executed simultaneously and with all these in place, the company is in a take off stage.

In his new role, Brahmbhatt will lead the brand’s strategic expansion, strengthen its market footprint, and drive initiatives focused on business transformation, sales growth and consumer trust. Brahmbhatt also decodes the Indian edible oil sector as a whole, with all its variants

Doctors’ Choice appears to be entering a decisive phase of growth. How would you describe this moment for the brand?

This is clearly a take-off phase for us. Over the last few years, we have put in place the essential building blocks—strong sourcing, sharper branding, deeper consumer understanding and a more agile go-to-market strategy.

Now, all these elements are coming together. The idea is not to grow for growth’s sake, but to scale responsibly, with trust and relevance at the core.

A key pillar of this strategy is geographical expansion. Which markets are you focusing on and why?

We are expanding into Bihar, Odisha, Jharkhand, Chhattisgarh and parts of Uttar Pradesh, with a special focus on eastern UP. These are high-potential markets where consumption is rising steadily, but food habits are still deeply influenced by tradition.

For a brand like Doctors’ Choice, which stands for purity and credibility, these regions offer a natural fit. We see an opportunity to build long-term relationships rather than chase short-term volumes.

Mustard oil seems central to your eastern India strategy. What makes this segment particularly attractive now?

Mustard oil has historically been dominated by legacy players, especially in eastern India. But the category is evolving. Consumers today are far more discerning—they seek assurance on quality, sourcing and health benefits.

This opens up space for brands that can combine tradition with modern standards of processing and branding. We believe mustard oil is ripe for disruption, not by abandoning its heritage, but by reinforcing trust through transparency and consistency.

How does Doctors’ Choice differentiate itself in such a competitive edible oil landscape?

Differentiation for us rests on three pillars—trust, portfolio diversity and cultural alignment. Our range spans mustard, refined soybean, sunflower, rice bran, groundnut and palmolein oils. This allows us to address varied culinary needs across regions and households.

At the same time, we are deeply conscious that food choices are emotional and cultural. Especially in eastern India, oil is not just an ingredient; it is part of memory and identity.

The edible oil sector in India remains volatile, with high import dependence. How does this shape your outlook?

The sector is indeed vital yet volatile. India consumes around 25 million tonne of edible oil annually, and this could rise to over 28 million tonne by 2033. Yet domestic production meets barely 40–45 per cent of demand. Imports, particularly palm oil, continue to dominate.

For brands like ours, this underscores the importance of supply chain resilience, prudent pricing and educating consumers about oil choices without being alarmist.

West Bengal and eastern India occupy a unique place in this narrative. What trends are you seeing on the ground?

Eastern India is fascinating because tradition and modernity coexist so seamlessly. In West Bengal alone, edible oil consumption crossed nearly 793,000 metric tonne in 2023. Mustard oil accounted for over 240,000 tonne, reflecting its cultural centrality.

At the same time, urban households are increasingly adopting soybean and palm oils. Rural Bengal remains anchored in mustard oil, while cities reflect changing lifestyles. It is no longer a binary market—it is nuanced and layered.

Studies by Visva-Bharati’s Agro-Economic Research Centre and some other premier research institutes show distinct rural-urban consumption patterns in West Bengal — with rural households more anchored in mustard oil, while urban consumers adopt a mix of soybean and palm oils in cooking and packaged foods.

For eastern India, the edible oil story is no longer binary—traditional versus refined. It is a nuanced blend of heritage consumption and modern market forces.

As policy efforts to boost domestic oilseed production gather momentum, the east stands poised to remain both the custodian of mustard oil traditions and an increasingly important growth market for India’s evolving edible oil economy.

Beyond edible oils, BBRL is also expanding into new categories under the KMP brand. What is the thinking there?

Consumption in India, especially in the east, cannot be viewed in silos. Food, faith and tradition often intersect. Under the KMP brand, we are strengthening our ayurvedic portfolio and entering the puja category, starting with lamp oil.

This market is estimated at over Rs 50,000 crore. It reflects our understanding that households look for trusted brands not just in the kitchen, but also in spaces of ritual and belief.

How do you see your role as Chief Business Officer in this transformation journey?

My role is to ensure that strategy translates into execution—on the ground, in the marketplace and in the consumer’s mind.

This involves driving expansion, deepening penetration, strengthening teams and, above all, safeguarding trust. Growth is meaningful only when it is sustainable and respectful of the consumer.

Could you throw some light on the journey of Doctors' Choice, over the years?

Doctors' Choice was born from Edible Group's mission to bring purity to every pan and goodness to every kitchen. With a commitment to crafting unaltered cooking oils, we ensure every drop delivers goodness, every flavour shines, and every meal celebrates freshness.

Filtered for quality and made with care, Doctors' Choice oils are designed to inspire trust and enhance every dish.

The Group took a visionary leap in 2024 and Budge Budge Refineries Ltd became part of the Doctor’s Choice Edible Oils family, marking a new era of excellence.

With advanced Swedish and Belgian technology, our production soared from 30 metric tonne to 1,750 metric tonne, redefining industry standards.

It has actually been a legacy since 1982.

What began with just 50 employees has flourished into a thriving workforce of 700, a testament to enduring growth and innovation. That's not all. Having conquered hearts and kitchens across West Bengal, we are now setting sights on a nationwide culinary footprint.

Doctor’s Choice is dedicated to delivering purity and perfection, making it your go-to brand for an unmatched culinary experience.

Finally, what is your long-term vision for Doctors’ Choice?

We want Doctors’ Choice to be seen as both a custodian of heritage and a catalyst of change. In eastern India and beyond, the edible oil story is evolving. We aim to grow with the consumer—honouring tradition, embracing innovation and remaining steadfastly committed to quality.

That, we believe, is the most enduring recipe for success. To sum it up, Doctors’ Choice at take-off, blending three Ts: Tradition, Trust and Transformation.