<h1>Established FMCG firm scales nationwide ghee expansion prioritising purity, traceability, premium positioning and celebrity-backed branding</h1> A long-established FMCG company announced expansion of its ghee business, emphasizing product purity, traceability, and premiumisation as it targets nationwide growth amid a booming market projected to rise sharply by 2027; the release highlights proprietary sourcing and production claims, distribution plans across modern retail and e-commerce, branding strategies including a celebrity endorsement, and positioning of ghee as both a culinary staple and wellness product. The statement promotes market share objectives, R&D and supply-chain controls, and frames purity and ethical procurement as core assurances to consumers.