revention is better than cure. Some well-meaning soul conceived this pithy homily to serve as a gentle reminder to his fellow beings about the virtues of leading, among other things, a healthy life. Of late, it�s also the maxim - or at least the sum of it - that Marico Industries has been dispensing energetically with regard to its flagship edible oil brand, Saffola. �Dil ki hifaazat, aaj se,� urges the slug for the heartcare brand�s recently launched variant, Saffola Gold. �Prevention� is more than abundantly suggested. And the call for action simply cannot be missed.

From a marketing perspective, the true significance of prevention being better than cure has clearly dawned on Marico Industries. The Rs 853-crore FMCG company has figured that when it comes to a wellness brand such as Saffola, the preventive market is far larger than the curative market. That the best way to grow the Saffola brand is to "move it away from the therapeutic space to the preventive one", as Saugata Gupta, head, marketing, Marico Industries, puts it. ... more