MAM
Mustard oil brands disclose zero info on pungency levels: Mustard Oil Pungency Awareness Survey 2023
Mumbai: A Mustard Oil Pungency Awareness Survey 2023: ‘Jhaanjh Ki Jaanch’, an independent survey conducted by NFX Digital across major mustard oil markets of North and East India reveals a surprising information gap among the consumers regarding the pungency level of mustard oil, its primary characteristic. Astonishingly, 85 per cent of respondents were unaware of this most important benefit of mustard oil despite its regular inclusion in their culinary pursuits.
Basis the findings of the survey and with the intent to empower consumers with the right knowledge about Mustard Oil, Emami Agrotech Ltd has introduced its ‘Emami Healthy & Tasty Kachchi Ghani Mustard Oil,’ in a unique selection of three distinct pungency levels: mild (Jhaanjh level: .24 per cent), strong (Jhaanjh level: .30 per cent), and super strong (Jhaanjh level: .36 per cent). This disruptive & innovative concept, tailored to individual taste, is set to redefine the mustard oil landscape. This is the first time that any edible oil brand is offering such information.
The quantitative survey conducted by NFX Digital aimed to gain insights into consumer awareness, perceptions, and preferences regarding Mustard Oil pungency level. The survey revealed that consumers seek ‘pungency’ or jhaanjh as the primary reason for mustard oil consumption for specific taste and aroma. Respondents acknowledged that the pungency in mustard oil imparts a robust flavor and aroma, making it an essential component of their cooking.
A remarkable 75 per cent of users expressed a keen interest in learning about the pungency level in mustard oil. Additionally, the survey displayed that 91 per cent of users are ‘very likely’ to try a mustard oil brand that provides clear information regarding its pungency level on the packaging, reflecting a strong desire for transparency to make informed purchasing decisions.
Commenting on the findings of the survey and the need to launch a novel product endeavour, Emami Agrotech Ltd president, marketing Debasis Bhattacharyya said, “At Emami Agrotech, we are committed to offer transparency and honesty to our consumers and not just products. Therefore, the Mustard Oil Awareness ‘Jhaanjh Ki Jaanch Survey’ presented the right opportunity to honor our consumers and empower them with a ‘right to know’, so that they can make informed choices about their preference of mustard oil – one of the most essential ingredients in their kitchens. We hope ‘Emami Healthy & Tasty Kachchi Ghani Mustard Oil,’ with its three different pungency levels will offer the freedom of choice to our consumers to select their preferred levels of pungency.”
Expressing her thoughts on the survey and the consumers’ right to know, chef Pankaj Bhadouria, India’s first Masterchef said, “In the rich culinary tradition of the northern and eastern parts of India, mustard oil plays a vital role. Unfortunately, mustard oil brands in India have no standardization for their pungency levels and often it varies from pack to pack even in the same brand. Consumers being unaware, end up buying a product, which may not meet their satisfaction. It is heartening to see Emami Agrotech being the first mover to display pungency levels on their packs, bringing transparency for the buyers.”
With a ‘jhaanjh’ (pungency) percentage labeled on each variant, Emami Healthy & Tasty Kachchi Ghani Mustard Oil is available with prices ranging from Rs 155 to Rs 180 for 1-liter pouches, as per the pungency levels and will be available in key markets such as Bengal, UP, Bihar, and Jharkhand etc. from December 2023 onwards.
Brands
Charlotte Tilbury opens first flagship store in India
Luxury beauty brand bets on immersive retail as India expansion gathers pace
NEW DELHI: Charlotte Tilbury has opened its first flagship Beauty Wonderland in India, planting a high-glamour marker in New Delhi as global beauty brands double down on the country’s fast-growing premium market.
Located at Nexus Select Citywalk in Saket, the store is operated end-to-end by Nykaa, deepening a partnership that began with the brand’s digital launch in India in 2020 and has since scaled across retail, marketing and distribution. The opening signals a shift from marketplace presence to standalone brand environments as companies chase long-term equity and consumer loyalty.
The launch was marked by an event on April 9 featuring actor Sobhita Dhulipala, the brand’s first beauty muse in India, underscoring Charlotte Tilbury’s growing cultural push in the market.
“Darlings, I am so excited to open my first-ever flagship Beauty Wonderland in India, in its vibrant and iconic capital, New Delhi,” said Charlotte Tilbury. “This is such a magical milestone for the brand as we continue to grow in one of the world’s most dynamic and exciting beauty markets.”
Tilbury highlighted the brand’s connection with Indian consumers. “India has always been a place of incredible beauty, celebration and transformation. I have been so inspired by the artistry, creativity and passion of our community here. They are true beauty connoisseurs that appreciate next-generation formulas,” she said.
The store is designed as an immersive retail experience, blending the brand’s Art Deco and old Hollywood aesthetic with local cues. A bespoke Royal Indian Arch anchors the space, alongside personalised makeup services tailored to Indian trends and occasions. A dedicated bridal looks wall nods to the country’s strong wedding-led beauty market, while interactive elements such as the Pillow Talk photowall and in-store masterclasses aim to drive engagement.
For the first time in India, the full Charlotte Tilbury portfolio is available under one roof, spanning makeup, skincare and fragrance, including the Fragrance Collection of Emotions and bestsellers such as Magic Cream, Airbrush Flawless Blur Concealer and Pillow Talk products.
Nykaa, which operates 57 doors for the brand alongside its app and website, will now lead end-to-end management of Charlotte Tilbury’s exclusive boutiques in India, covering retail operations, staffing, supply chain, marketing and omnichannel integration.
“Charlotte Tilbury has been one of our most successful and strategic global partnerships,” said Anchit Nayar, executive director and chief executive officer, Nykaa Beauty. “The launch of the first exclusive boutique, fully operated by Nykaa, is a natural next step and reflects our shared long-term commitment to building the brand in India.”
Nykaa’s broader beauty playbook, built on digital-first entry followed by omnichannel scale, now reaches over 42 million consumers and has become a template for global brands entering India. The retailer currently serves 52 million customers through its platforms and runs 276 offline beauty destinations, reinforcing its position as a gateway for international labels.
Charlotte Tilbury, founded in 2013, now operates in over 50 markets with more than 3,000 employees and 500 products across categories, with over 3,000 distribution points globally.
A second standalone store is slated to open at Mall of India in Noida in May 2026, signalling an aggressive retail push.
In a market where beauty is fast turning from aspiration to everyday indulgence, Charlotte Tilbury is not just selling products. It is building theatre, and betting that Indian consumers are ready to buy into the spectacle.
