In March 2010, Mr. Chandra Shekhara Reddy, Vice President, Sales and Marketing, was reviewing the launch plan for the first brand of cooking oil, Freedom Refined Sunflower Oil, of GEF. GEF was set up by a professional turned entrepreneur, in Andhra Pradesh in 2009. The case provides a brief profile of the entrepreneur and the overall business strategy including brand architecture. It describes the launch plan, particularly the key decisions of brand name, packaging, sales promotion and distribution. Data on household use and competing brands of oils in Andhra Pradesh, South India and entire India is also included.