Freedom Sunflower Oil, one of India’s leading edible oil brands, has launched its new ‘Coaching the Coach’ campaign featuring Rahul Dravid. The campaign uses the concept of DRS (Decision Review System) vs PRS (Pack Review System) to remind consumers to check the actual quantity of oil in a one-litre pouch before buying it.
Why the Campaign Matters
According to the Ministry of Consumer Affairs, every 1-litre pouch of sunflower oil must contain 910 grams of oil.
However, some brands sell pouches that look like 1-litre packs but actually contain only 800–870 grams, misleading customers.
Therefore, Freedom Sunflower Oil is urging consumers to flip the pack and check the net quantity to ensure they are buying the right measure for the price they pay. The brand also assures that every Freedom one-litre pouch contains 910 grams of refined sunflower oil.
What the PRS Message Says
The campaign highlights a simple message:
“Check before you buy. Choose right. Choose Freedom.”
It encourages families to adopt a quick PRS – Pack Review System before purchasing. The brand also highlights the importance of consumer awareness in preventing deceptive packaging practices.
Freedom’s Commitment to Quality
Freedom Sunflower Oil undergoes 101 quality checks and uses advanced refining technologies to ensure purity, lightness, and better cooking performance with less oil.
This new phase of the campaign focuses on protecting customers from misleading 1-litre look-alike packs.
Leadership Comments
P. Chandra Shekhara Reddy, Senior VP – Sales & Marketing, GEF India
He said,
“Our campaign shows our commitment to consumer awareness. It is important for buyers to check the quantity of oil in a pouch before purchase. At Freedom, we assure that every one-litre pouch contains 910 grams of oil. We want consumers to be informed and protected from misleading packs.”
Chetan Pimpalkhute, Head – Marketing, GEF India
He added,
“We always say oil should be less in the food, not in the pack. Many consumers pick a pouch based on appearance without checking the net quantity. When the required 910 grams is not met, the consumer loses value. Our message is simple — pause, turn the pack, and read what is printed. Awareness ensures families get the right quantity at the right price.”
About Gemini Edibles & Fats India Ltd
Gemini Edibles & Fats India Ltd (GEF India) is a leading manufacturer of edible oils in India with three state-of-the-art refineries — two in Kakinada and one in Krishnapatnam.
Freedom is the flagship brand, offering:
- Freedom Refined Sunflower Oil
- Freedom Physically Refined Rice Bran Oil
- Freedom Kachi Ghani Mustard Oil
- Freedom Groundnut Oil
- Sri Krupa Deepam Oil
- Be-Rite Refined Sunflower Oil
Freedom Refined Sunflower Oil is the No.1 sunflower oil brand in India by volume (NielsenIQ MAT Feb 2025).
The brand was launched in 2010 in Andhra Pradesh and Odisha and has consistently ranked among India’s top cooking oil brands (India Today – Ipsos Survey 2020).
