Oh, to be olive and kicking!

There’s a profusion of olive oil brands in the market as health-conscious, upwardly mobile Indians make it the cooking medium of choice. Indian taste buds are flowering, thanks primarily to international cookery and health food shows on television. Sure enough, olive oil is grabbing prime space on kitchen shelves, as it is said to be healthier and less fattening. Used primarily for massages till about a decade ago, olive oil has emerged as one of the healthiest cooking mediums in India. Rising health awareness coupled with promotional campaigns run by both exporting nations and Indian importers have aided the trend.