V.V.V. & Sons Edible Oils

V.V.V & Sons Edible Oils Limited V.V.Vanniaperumal had an exemplary track record in the business world of Tamil Nadu, South India since 1943. He had three illustrious sons who built up the business empire in edible sesame (Gingelly) oil as traditional family business. Their business base was constructed in the Business town - Virudhunagar, 30 Kms from Madurai Airport. Mr. V.V.V. Rajendran, son of Mr. V.V.Vanniaperumal was the founder of the Idhayam Group in the year 1 986. Hands with an experience of more than 43 years launched sesame oil in a new consumer packing in the brand name 'Idhayam Sesame Oil'. 'Idhayam', the name gets its origin from 'Hriday' a Sanskrit word, which means 'heart'. Idhayam sesame oil is a natural cooking medium. It does not affect the heart, hence the name. Idhayam also reduces blood cholesterol. Today just the word 'Idhayam', has almost become synonymous with Sesame Oil. The Group was built with the main object of 'Growth with Truth and Hard Work'. 'Committed Quality' was their key to success. Within a short span of its launch 'Idhayam' entered into millions of homes and also into the hearts of its occupants. After the demise of the founder of Idhayam Mr. V.V.V. Rajendran in 1994 the business onus fell on Muthu and his able and efficient brothers Sathyam and Thendral. They collectively took charge of reins of the Group following the same principles of Mr. V.V.V. Rajendran. Quality sesame seeds are not available throughout the year. Hence good quality sesame seeds carefully sourced from different states during different seasons in India and are precleaned through a special three tier sophisticated cleaning system. Idhayam sesame oil does not froth while heating, a proof for its purity so It can be used even for deep frying. They also have a modern auto packing system. Palm jaggery which has the properties of preservative is used in the production of Idhayam sesame oil. Palm jaggery when added gives out a flavour making Idhayam sesame oil an excellent cooking medium. Absence of bitter taste in Idhayam sesame oil makes it the most preferable cooking oil. The pickle makers first preference is Idhayam oil. Presence of linoleic acid (Essential Fatty Acid) in Idhayam sesame oil tends to make it a controller of cholesterol. Its medicinal properties makes it a principal ingredient in the preparation of Ayurvedic drugs. It is also used for body massage. "Child Specialists at the University College of Medical Science (UCMS), Delhi say that sesame oil is the best massage oil for babies. "People will save money by using plain sesame oil instead of those heavily advertised baby massage oils", they said in their report.