Chennai: V. R. Muthu, Chairman of V.V.V. & Sons Edible Oils Limited and the business leader behind the iconic Idhayam edible oils brand, passed away on 4 March 2026 at the age of 72, following a period of ill health.
Muthu was widely regarded as the driving force behind transforming Idhayam into one of South India’s most trusted edible oil brands, particularly in the sesame oil category. His leadership helped shape a regional family business into a household name across Tamil Nadu and other southern markets.
Building a trusted household brand
Founded in 1986 in Virudhunagar, Tamil Nadu, Idhayam was established by V. V. V. Rajendran. At the time, sesame oil was largely sold as an unbranded commodity in local grocery stores. The company recognised an opportunity to introduce packaged, quality-assured gingelly oil, creating a new category of branded edible oils.
When Muthu took charge of the business, he focused on strengthening the brand’s identity and expanding its reach. Under his leadership, Idhayam invested in consistent quality, distinctive packaging, and strong distribution, helping build consumer trust in a category traditionally dominated by loose oil sales.
The brand name “Idhayam,” which translates to “heart” in Tamil, was positioned around purity, authenticity and family well-being—values that resonated strongly with South Indian households.
Turning a commodity into a brand
One of Muthu’s key contributions was elevating sesame oil from a commodity to a premium packaged product. By emphasising purity and traditional cooking practices, the brand successfully positioned itself as a staple in Tamil kitchens.
Idhayam’s advertising strategy focused on family-centric storytelling and cultural relevance, reinforcing the idea of authentic cooking with high-quality ingredients. Over the years, the brand also engaged prominent personalities from Tamil cinema, including Jyothika, in its campaigns to strengthen its connect with consumers.
Through a combination of strong brand recall, product consistency and extensive retail distribution, Idhayam emerged as a market leader in the branded sesame oil segment in Tamil Nadu.
Expansion and diversification
While sesame oil remained the flagship offering, the company gradually expanded its portfolio into other edible oils. Among them was the Mantra range, which marked the group’s entry into the groundnut oil category.
Despite these additions, Idhayam retained a focused brand strategy, continuing to emphasise its core strength in traditional cooking oils rather than diversifying aggressively across unrelated FMCG categories.
From regional player to FMCG success story
Under Muthu’s stewardship, the company grew from a modest regional enterprise into a multi-hundred-crore FMCG business, with a strong presence across South India and exports to global markets with Indian diaspora demand.
Industry observers often cite Idhayam as a classic example of successful regional brand building, demonstrating how a single-product focus combined with consistent quality and emotional brand storytelling can create enduring consumer loyalty.
Legacy
Beyond business, Muthu was known for his philanthropic initiatives and active involvement in social causes, particularly through Rotary and community welfare programmes.
With his passing, the Indian FMCG industry and Tamil Nadu’s business community have lost a leader who played a pivotal role in creating one of the most recognisable regional brands in the edible oil sector.
His legacy endures through the continued strength of the Idhayam brand—a name that has become synonymous with sesame oil for millions of households across South India.
