Indian Retailer – 127 Years, 100 Countries, and 15 Years in India: How Borges Built Its Legacy in India

Borges India embarked on its journey in September 2009, marking the formal establishment of the company’s 100 percent subsidiary in the country. According to Vishal Gupta, Managing Director of Borges India Private Limited, the organization started with nothing but ambition. “When I joined in October 2009, we didn’t have a team, we didn’t have an office—we didn’t have anything. So, we’ve grown the organization from scratch in India.” This milestone year of 2024 commemorates the company’s 15th year, with Borges India now proudly standing as a market leader in several key categories.

Building the Olive Oil Market in India

One of Borges India’s most significant accomplishments has been the introduction and popularization of olive oil for cooking in the Indian market. When the company entered India, olive oil was primarily used for cosmetic purposes such as skin and hair care. The concept of cooking with olive oil was largely unfamiliar and met with skepticism. “The first barrier was that olive oil is not native to India, and the product was expensive due to import duties and exchange rates,” says Gupta.

Moreover, many consumers believed that olive oil was unsuitable for Indian cooking due to its low smoking point and distinct aroma, which they feared would interfere with traditional Indian flavors. Borges India tackled this challenge head-on by developing a specialized product tailored to Indian cuisine—olive oil for Indian Cooking. This innovation addressed the concerns about the smoking point and the strong flavor, making it easier for Indian households to integrate olive oil into their everyday cooking.

Gupta reflects on this evolution, “We developed an olive oil with a high smoking point and a neutral flavor, perfect for Indian cooking. We took these insights back to our parent company in Spain, and we started marketing it to Indian consumers. Initially, acceptance was low, but through a robust consumer engagement strategy, the category grew.”

Breaking Myths and Building Trust

The journey to establishing olive oil as a household staple in India was not without its challenges. Borges India focused on consumer education and engagement to break down misconceptions. The company conducted live cooking demonstrations in retail stores, frying food in olive oil to showcase that it did not produce smoke and retained no strong odors.

“One myth we busted was that olive oil isn’t suitable for high-temperature frying. We showed consumers that you can make crispy, golden fries in olive oil without any added flavor or smell,” says Gupta. This hands-on approach, combined with a strong marketing campaign involving a Bollywood celebrity, helped Borges India build credibility and trust among Indian consumers.

Today, Borges India’s “Olive Oil for Indian Cooking” is one of the leading subcategories in the olive oil segment, with other brands following suit and introducing their own versions of extra light olive oil.

Adapting to a Health-Conscious Consumer Market

As health consciousness grew among Indian consumers, Borges India saw an opportunity to promote its extra virgin olive oil as a healthier alternative to traditional cooking fats like butter and ghee. Gupta explains, “We started encouraging consumers to use extra virgin olive oil as a healthier option. For instance, replacing butter or ghee with olive oil on a toast not only tastes good but is much healthier.”

Borges India also noticed a growing trend toward leafy greens and salads in urban households, making extra virgin olive oil a popular choice for dressings. “Earlier, very few people in India were familiar with using extra virgin olive oil in salads, but as hydroponic salads and other leafy greens became more common, so did the use of extra virgin olive oil,” adds Gupta.

The rise in health-conscious eating habits has been one of the key drivers of growth for Borges India, with extra virgin olive oil becoming an increasingly popular product in Indian kitchens.

Expanding the Product Portfolio

While Borges India is best known for its olive oil, the company has diversified its portfolio over the years. One of the fastest-growing categories for Borges in India has been pasta, with the company offering both imported pasta from Italy and locally manufactured varieties. “We are the market leaders in the imported pasta category,” notes Gupta.

Pasta has found a special place in Indian households, particularly among children. “Pasta is becoming a favorite among kids, and mothers are happy giving them pasta as a healthier alternative to instant noodles,” Gupta remarks, pointing out that pasta offers endless possibilities for experimentation, making it a versatile and popular choice in Indian kitchens.

Innovation Rooted in Tradition

One of the latest innovations from Borges India is the Olive Leaf Infusion, a unique product that aligns perfectly with the company’s commitment to health and wellness. The concept for this product, interestingly, originated in India. A project in Rajasthan aimed at growing olive trees sparked the idea of utilizing olive leaves in a healthy beverage.

“While the olive fruit didn’t yield commercial quality in India, the trees were thriving. That’s when the idea of creating an olive leaf infusion was born. Anything to do with olives resonates with Borges’ positioning, and this product fits beautifully with our strategic agenda,” says Gupta.

The Olive Leaf Infusion contains a compound called Oleuropein, known for its stress-reducing and blood pressure-lowering properties. Additionally, the infusion boasts twice the antioxidants of green tea, making it a potent addition to Borges India’s health-focused product lineup. “In today’s fast-paced lives, this product can help both young and old Indians manage their stress levels. It’s all about health and lifestyle,” Gupta explains.

A Commitment to Quality and Global Standards

At Borges, maintaining consistent quality across all markets is of utmost importance. “The olive oil you get in Spain, Italy, or the U.S. is the same product you’ll get in India,” says Gupta. The company follows stringent quality control measures, with products undergoing rigorous audits before reaching consumers.

“Our quality department is very active. They take a lot of time to clear any facility or ingredient for production. Sometimes it takes six to eight months to clear a manufacturing facility,” Gupta shares. This unwavering commitment to quality has earned Borges India the trust of consumers across the country.

Navigating the Retail Landscape

Borges India’s success has also been shaped by its ability to adapt to the evolving retail landscape in India. From modern trade to e-commerce and now quick commerce, Borges has ensured its products are accessible to consumers across the country. “Our focus has always been on reaching the prospective consumer wherever they are, whether in a big city or a small town,” Gupta emphasizes.

The company was one of the early adopters of e-commerce, partnering with platforms like Amazon, Big Basket, and Flipkart to ensure its products could reach a wider audience. As the retail landscape continues to evolve, Borges India remains committed to tapping into every available channel to serve its consumers.

Sustainability at the Core

Sustainability has always been a core pillar of Borges’ global strategy, and the same holds true for its India operations. The company is conscious of its environmental impact and adheres to global sustainability standards in its agricultural and manufacturing practices. Borges India also takes steps to reduce its carbon footprint through initiatives like using glass bottles for smaller olive oil packs and planting trees in rural areas as part of its CSR activities.

“Long-term sustainability is very important to us, and we will continue to conform to sustainability standards and beyond,” says Gupta.

A Vision for the Future

As Borges India moves forward, the company has ambitious plans for growth. Gupta envisions a future where Borges India doubles its current turnover and continues to introduce innovative products that resonate with Indian consumers. “We’ve built a strong platform for Borges in India. Consumers recognize the brand as progressive, quality-conscious, and best in class,” he states.

In the next five years, Borges India aims to strengthen its position in existing categories while exploring new opportunities in line with its brand ethos. Gupta is confident that the company has the right ingredients for success. “We’re here for the long haul. Borges has been around for 127 years globally, and we plan to be in India for the next hundred years and more.”

Trust as the Cornerstone of Success

At the heart of Borges India’s success is the trust it has built with its consumers over the past 15 years. From introducing olive oil as a cooking staple to expanding into new product categories, Borges India has remained steadfast in its commitment to quality, innovation, and consumer satisfaction.

“The biggest metric of our success is the trust of the consumer. As long as we continue enjoying that trust, we’ll be in business,” concludes Vishal Gupta, encapsulating the journey of Borges India—a company that started from scratch and grew into a market leader by listening to its consumers and staying true to its values.

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