V. R. Muthu, Chairman, IDHAYAM Oil (V.V.V. & Sons Edible Oils Ltd.)

V. R. Muthu, Chairman of IDHAYAM Oil (V.V.V. & Sons Edible Oils Ltd.), shared his journey of building one of India’s most successful edible oil brands. He emphasized the importance of quality, branding, customer satisfaction, and perseverance in retail. His talk blended anecdotes, proverbs, and real-life experiences to highlight how IDHAYAM became a household name in Tamil Nadu and across India. Key Highlights Focus on Quality: “Quality is essential” — the foundation of IDHAYAM’s success. Customer satisfaction equated to happiness and divine service. Philosophy of Business: Work with passion and optimism; treat business as a religion. Quoted proverbs: “Do the job you love, and you’ll never work a day in your life.” Marketing & Promotion: Innovative use of television advertising, sampling, and placement in retail outlets. Free schemes and promotions to attract customers and convert them into repeat buyers. Importance of brand ambassadors and visibility through holdings and media. Challenges & Resilience: Faced sales tax disputes and legal hurdles; overcame them with persistence and strong advocacy. Emphasized that setbacks are part of the journey, but perseverance leads to growth. Growth & Targets: From humble beginnings to touching ₹2,500 crore turnover. Advocated setting long-term targets and working continuously toward them. Brand Power: “Brand makes all the difference.” Without branding, success is difficult; with branding, products gain trust and premium value. Example: Branded refined sunflower oil priced significantly higher than unbranded alternatives. Key Takeaways: Success in retail requires quality, branding, and customer trust. Perseverance through challenges builds resilience and long-term growth. Marketing innovations like sampling, promotions, and advertising drive customer engagement. A strong brand identity is the ultimate differentiator in competitive markets. Chennai Retail Summit 2019 IDHAYAM Oil V.R. Muthu Branding Quality Retail Growth What was the focus of V. R. Muthu’s talk? Building a profitable brand in retail through quality, branding, and perseverance. How did IDHAYAM promote its products? Through television ads, sampling, free schemes, and brand ambassadors. What challenges did the company face? Sales tax disputes and legal hurdles, overcome with persistence. What turnover milestone did IDHAYAM achieve? ₹2,500 crore turnover. Why is branding important? Branding builds trust, allows premium pricing, and differentiates products in the market. Chennai, Tamil Nadu (summit venue and IDHAYAM headquarters context) Pan-India (market expansion and branding impact) #ChennaiRetailSummit2019 #IDHAYAMOil #Branding #QualityInRetail #VVRMuthu About Retailers Association of India (RAI) The Retailers Association of India is the national body representing India's retail industry across all channels and formats, from large format and specialty retail to e-commerce, quick commerce, and connected commerce businesses. RAI works with governments, regulators, and industry stakeholders to enable a competitive, innovation-friendly retail ecosystem. Through policy advocacy, industry events, research, and learning programmes, RAI builds the conditions for retail to grow, invest, and create employment at scale. India's retail future is connected. RAI is building for it. www.rai.net.in