GRB Dairy Foods has launched a new campaign that gives consumers a closer look at the science behind its GRB Ghee. The campaign highlights the advanced testing methods used to check the purity and composition of the product, with a focus on Gas Chromatography (GC) technology.

The multilingual campaign will be rolled out across digital and social media platforms in Tamil, Telugu, Kannada, Malayalam, Marathi, Hindi, Odia, and Bengali. Gas Chromatography is a high-precision laboratory technique used in food science to study the chemical composition of products. For ghee, the process creates a unique “molecular fingerprint”, helping authenticate its composition and check whether it meets GRB's quality standards.

Through a campaign film and digital content, GRB Dairy Foods aims to make this scientific process easier for consumers to understand. The campaign focuses on how technology and expertise work together to maintain the purity and consistency expected from the brand.

Balakarthik Balasubramaniam, Director, GRB Dairy Foods, who has worked in food processing and product innovation, said that much of the work that supports food quality happens behind the scenes. The new campaign is an effort to bring that process closer to consumers.

While taking about the new milestone, he 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."

The company 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 and adds another layer to the company's quality testing process.

Together, the GC campaign and the ICP-MS investment reflect GRB Dairy Foods' focus on using science and technology as part of its quality and consumer trust efforts. After four decades of building its presence in the food industry, the company is now bringing more attention to the processes that support its products. Because at GRB, purity has never been a promise made lightly and now, consumers can see exactly why.