GRB Dairy Foods highlights science-backed approach to Ghee purity in new campaign

Bengaluru: GRB Dairy Foods has launched a new multilingual campaign highlighting the scientific testing and quality assurance processes it uses to validate the purity and authenticity of GRB Ghee.

The campaign, which is being rolled out across Tamil, Telugu, Kannada, Malayalam, Marathi, Hindi, Odia and Bengali, will run across digital and social media platforms. At the centre of the campaign is Gas Chromatography (GC), a laboratory analysis technique used in food science to examine the chemical composition of products. GRB said the technology creates a unique molecular fingerprint of ghee, helping authenticate its composition and assess it against the company's quality standards. Through a campaign film and digital content, the brand aims to simplify the science behind its quality assurance process and communicate its focus on transparency, quality and consumer trust.

Balakarthik Balasubramaniam[/caption] Balakarthik Balasubramaniam, Director, GRB Dairy Foods, said, "Food science has made remarkable advances over the years, but much of that knowledge remains confined to laboratories and manufacturing facilities. We saw an opportunity to bridge that gap by introducing consumers to Gas Chromatography which is an advanced analytical technique used globally to evaluate the purity and composition of ghee. While the science behind it is sophisticated, the objective is simple: helping consumers better understand the rigorous processes that support the products they bring into their homes. We believe that greater awareness leads to greater confidence, and this campaign is a step towards making the science of quality more accessible to consumers in India and across our international markets." GRB Dairy Foods has also recently introduced an Inductively Coupled Plasma Mass Spectrometry (ICP-MS) instrument at its Central Laboratory in Hosur. The technology is used for food safety testing of metal contaminants. According to the company, the adoption of GC and ICP-MS reflects its approach of using scientific testing not only as a quality-control function but also as part of its consumer communication and brand proposition. GRB Dairy Foods said the initiative builds on the company's four-decade presence in the food category and its focus on making the processes supporting product purity more transparent to consumers. https://www.youtube.com/watch?v=XIog6UjtKIc