Hyderabad: Freedom Sunflower Oil, an edible oil brand, has unveiled its latest consumer awareness initiative, ‘Coaching the Coach’, featuring cricketing legend Rahul Dravid. The campaign uses the innovative analogy of DRS (Decision Review System) vs PRS (Pack Review System) to highlight a critical message: consumers must check the net quantity of edible oil in a pouch before making a purchase.
The initiative brings attention to a widespread issue—several brands sell 1-litre lookalike pouches that contain noticeably less oil, often only 800 to 870 grams, misleading consumers into paying more for less. According to norms set by the Ministry of Consumer Affairs, Government of India, every 1-litre pouch must contain 910 grams of sunflower oil. Including packaging, the gross weight should be around 918 grams, depending on the pouch film used.
The new campaign urges buyers to “flip the pack” and verify the quantity printed on the pouch to avoid being misled. Freedom Sunflower Oil reassures consumers that every one-litre pack of its product contains the full 910 grams of refined sunflower oil — reinforcing the message:
“Check before you buy. Choose right. Choose Freedom.”
Known for its commitment to quality, Freedom Sunflower Oil undergoes 101 quality checks and uses advanced refining processes to deliver oil that is pure, light, and efficient for everyday cooking. This phase of the campaign sheds light on deceptive packaging practices and empowers consumers to make informed choices.
Speaking about the initiative, P. Chandra Shekhara Reddy, Senior Vice-President of Sales & Marketing, Gemini Edibles & Fats India Ltd, said: “Our campaign reflects our commitment to consumer awareness. We believe in informing consumers about their rights and helping them understand what they are buying in the market. It is important for consumers to check the quantity of edible oil in the pouch before they buy any brand, to protect themselves from being misled. At Freedom Healthy Cooking Oils, we assure that each one litre pouch contains 910 grams of edible oil. Our request to consumers is simple: check the quantity of oil in the pouch.”
Echoing this perspective, Chetan Pimpalkhute, Head Marketing, Gemini Edibles & Fats India Ltd, added, “At Freedom Sunflower Oil, we always say that oil should be less in the food, never in the pack. This message is simple but important because many consumers pick a pouch by its look without checking the quantity. A one litre pouch must contain 910 grams, and when that measure is not met, the consumer loses value. Our campaign encourages families to pause, turn the pack, and read what is written. Awareness protects people from misleading packs and ensures they pay for the right quantity. Freedom Refined Sunflower Oil stands for full measure and honest value, and we want every household to experience that clarity.”
