In the vast and flavourful landscape of culinary traditions, Olive Oil is a beacon of simplicity and sophistication. Its journey from grove to kitchen is nothing short of captivating. Olive Oil’s rich history is woven into the fabric of human civilization, with origins tracing back to ancient Mediterranean cultures. As a symbol of peace, prosperity, and fertility, the olive branch has transcended time, adorning ancient rituals and Olympic crowns alike.
Liquid Gold
This liquid gold, with its myriad health benefits and culinary versatility, has become an essential cornerstone of the Mediterranean diet, renowned for promoting heart health. Consider the meticulous process of Olive Oil extraction, where traditional stone mills or modern centrifuges gently coax the oil from the olives, preserving their essence. The result is a sensory masterpiece—a symphony of grassy and peppery notes with a hint of fruitiness that transforms even the simplest dishes into culinary poetry.
Now, within this world of culinary poetry steps in Allegro Olive Oil, a brand that
understands the enchanting story woven into every drop. Allegro translates to ‘mirthful’. It also sums up the rustic joy of enjoying the finest culinary experiences the brand offers.
Allegro Olive Oil from Allana Group
Although the Allana Group has an enviable 158-year-old history in India, Allana Consumer Products only began its journey when it started importing and distributing London Dairy Ice Cream in 2011. It further branched into refined Oil brands like Sunny & Priya which are well-known in premium and popular refined Oil segments across Maharashtra.
It was in 2017 that the company further diversified into the premium Olive Oil segment by introducing Allegro Olive Oil to Indians. We sought to enter the Olive Oil category in India, with a stellar offering in the form of Extra Virgin Olive Oil, sourced from our own Olive Oil farms in the Mediterranean.
Winning Gold At The World Olive Oil Competition
We packed our cold-extracted Olive Oil in a tinted glass bottle so that it would not get exposed to sunlight and retain nutritive properties. The nozzle cap in the 250ml and 500ml bottles further helped as innovative differentiators. Extreme care was taken at every stage from farm to dining table so that with Allegro Extra Virgin, consumers could seek an enabler for the best culinary experience from Mediterranean cuisine. Allegro Olive Oil won a Gold Medal at the NYIOOC World Olive Oil competition awards in 2021.
Given the acceptance of Mediterranean cuisine in general and Italian cuisine in particular, and the growing consumption of salads in weekly diet plans in India, we have seen a loyal consumer base developing for Allegro Extra Virgin Olive Oil.
Apart from Allegro’s Extra Virgin Olive Oil, the culinary range also includes Allegro Extra Light Olive Oil and Allegro Pomace Olive Oil. Pomace Olive Oil is the largest category of Olive Oil in India in terms of volume. It is also the largest volume contributor for Allegro Olive Oil. Since 2003, Pomace Olive oil has been marketed for deep frying which is common in India and that has resulted in it becoming the highest consumed Olive Oil variant in the country. To date, Pomace continues to be the category through which newer consumers get recruited into the Olive Oil universe in India.
Tailor-Made for Indian Cooking
Allegro Extra Light Olive Oil is used by consumers who opt for premium refined Olive Oil for Indian cooking. The neutral taste, high MUFA, and Mediterranean origins are the reasons why consumers end up paying a premium for this healthy Oil brand. In 2021, we also branched out into non-culinary usage of Olive Oil and launched Allegro Pure Olive Oil in India. It was primarily to address the need for Olive Oil for skincare and healthcare solutions.
While the culinary Olive Oil categories are season-agnostic in India, Olive Oil for skin care purposes sees an uptick in winter. Compared to a few oil types that solidify in winter, Olive oil being warmer & a high MUFA oil is ideal for skin care. Allegro Olive Oil is currently distributed through National Modern Trade, Cash and Carry, General Trade, Standalone Premium Stores, E-Commerce, Chemist Outlets, and Industrial customers in select cities in India.
Gaining Popularity Across India Through E-Commerce
The focus was initially on Delhi and Mumbai and in 5 years, we have widened our base to include multiple cities. E-commerce as a channel was instrumental in expanding the footprint beyond our key markets. The popularity of fine dining restaurants, Italian ristorantes, QSRs, and salad bars that have mushroomed across the country continue to push the demand for Olive Oil in the hospitality sector. The diverse demand of the sector means that there is enough space for all Olive Oil variants from the culinary basket of Allegro.
Allegro Olive Oil is a mainstay at premium gourmet events like the Upper Crust food show and various Farmer’s market events. The brand uses events to make it an immersive setting where consumers – old and new alike can experience the brand in an experiential setup. The Masterclass and new recipes that we curate at every event have been a hit with consumers.
Allegro Olive Oil is promoted in India through social media extensively and is now the most followed Olive Oil brand in the country amongst brands that only sell Olive Oil. The brand continues to be associated with popular Chefs and Food Influencers in our Social Media journey. Continuing to cater to the applications in both B2C and B2B businesses, the Allegro brand has exponentially grown by 4X in the last 4 years in the Indian market.
At Allana Consumer Products, we are extremely ambitious, and we aim to consistently offer the finest products to cater to the new-age customer demand in the best possible way. On similar lines, with Allegro, the aim is to continuously deliver a superior customer experience by focusing on Quality, Innovation, and Consumer Insights to make it one of the top brands in the country in the gourmet space.
Author details
Mr. Milind Pingle, CEO, Allana Consumer Products Pvt. Ltd