Coração do Vale, imported from Portugal, is being launched in India as a premium lifestyle brand rather than just another cooking oil. The brand focuses on exclusivity, authenticity, and sustainability. The brand is targeting customers in big cities who are ready to pay for heritage and quality.
In this interview, Richa Khandelwal, Managing Director, Leads Brand Connect, explains why Coração do Vale is different, how it will be marketed, and why sustainability lies at the heart of the brand’s philosophy.
What motivated you to launch Coração do Vale olive oil in India?
The idea came from observing a gap in the Indian market. Olive oil here has always been positioned as a health-centric or fitness-focused product. But Coração do Vale is different; it is a luxury lifestyle product. It belongs in the same space as fine wine or premium heritage products. The oil we are bringing is sourced from a specific valley in Portugal, with unique fruity flavour notes and antioxidants that set it apart. It’s hand-picked, traceable, and exclusive. For us, this was the right time; India’s economy and its elite consumer base are growing, and they are ready to embrace such niche products. That’s why we see this market as a “blue ocean”, i.e. fresh, new, and full of opportunity.
How do you differentiate Coração do Vale from your existing brand Bail Kolhu?
Bail Kolhu is mass-market and serves the larger consumer base in states like Uttar Pradesh, Bihar, and Delhi. It is about affordability and reach. Coração do Vale, on the other hand, is built for a very niche, discerning audience. There’s no comparison between the two. The brand is aimed at metros like Delhi, Mumbai, and Chandigarh, where consumers are looking for aspirational products and are not price sensitive. They care about exclusivity, origin, and authenticity. So, while Bail Kohlu is about the masses, Coração do Vale is about the select few who want to experience something rare and refined.
What is your go-to-market strategy for the product?
Our strategy is very different from typical FMCG brands. We are not chasing volumes. Instead, we are focusing on select high-end retail outlets that already carry imported and luxury products, stores like Le Marche and premium branches of Modern Bazaar. Most importantly, we are prioritising pre-orders. Each bottle is essentially reserved for the person who buys it, imported directly from Portugal and delivered to their home. This is not a product you will find stacked on shelves in every supermarket. In fact, we are beginning with a batch size of only about 1,000 cases. Customers may need to wait 30–45 days for delivery, but that wait is part of the exclusivity. This is a brand that will never be rushed or pushed in bulk.
Sustainability is a big buzzword in every industry. How does Coração do Vale bring sustainability into its story?
For us, sustainability is very integral. We are sourcing from the Portuguese company Lagardo Vale. They don’t even have a single olive left as waste. They can sell their entire produce of every season within six months, including the time it takes to process, fill, and sell it. So, there is absolutely no wastage. Also, the olives are completely hand-picked; there is no machine involved in sowing, harvesting, or even processing. We are concentrating on the communities that participate at the farm level, directly assisting them. It's all done conventionally, no machines, and that maintains the product organic and sustainable.
What message would you like to share with Indian consumers about Coração do Vale?
I want consumers to see this as more than just oil. The brand stands for authenticity, heritage, and exclusivity. It is full of antioxidants, heart-healthy, and nutrient-packed; its origin and story make it truly unique. This is not a product that will be available everywhere or for everyone. It is like owning a piece of heritage jewellery — rare, special, and valuable. We are bringing Portugal’s finest to India in the most genuine way possible. My message to Indian consumers is simple: if you are ready to experience something different and aspirational, Coração do Vale is for you.
