Brand Audit Summary for Sufi Oil & Ghee.

Overall Score: 86.89%

Quality Score: 84.5%

Consistently good quality, with light texture and mild odor. Maintains high cooking performance without smoke or residue, preferred by families for frying and everyday meals.

Familiarity: 95%

Sufi is a household name across major cities in Pakistan, with strong visibility in retail outlets, TV ads, and digital platforms. Known especially for its family-friendly messaging.

Affordability: 95%

Reasonably priced across all SKUs. Offers economic packs for bulk users and smaller pouches for affordability without compromising quality, making it accessible to middle-income households.

Availability: 95%

Widely available in supermarkets, local Kiryana stores, and wholesale markets. Strong presence across Punjab, Sindh, and parts of KP. Retailers rarely report stockouts or delivery delays.

Trust: 84.5%

Sufi is trusted for its purity and food safety. Frequently chosen by consumers who prioritize consistent cooking oil over newer market entrants or low-cost local brands.

Customer Loyalty: 84.5%

Consumers repeatedly purchase Sufi due to taste familiarity, reliability, and pricing. Loyal customer base particularly among middle-income urban families who value consistent experience over trends.

Brand Messaging: 84.5%

Advertising consistently emphasizes purity, health, and family values. Sufi’s campaigns resonate emotionally, often focusing on the bond between food, family, and love.

Sustainability: 84.5%

Uses recyclable packaging and energy-efficient production methods. Has yet to publicize large-scale sustainability initiatives, but complies with national environmental regulations.

Innovation: 74.5%

Product line is stable and trusted, but lacks aggressive innovation in health-focused variants compared to leaders like Meezan. Room for growth in new oil blends or packaging formats.