Im using idhayam oil for past 15 years. Initially I was exposed to gingelly oil in supermarkets only by idhayam. After some years other brands started. Best thing is that it can be used for cooking. The food doesnt change its taste when cooked with idhayam oil. Also when used to make dosa the taste is so good. It has its traditional smell and taste with idli podi. Shelf life is also more. It has its own medicinal value as it cures stomach and mouth ulcers.This is known from my own experience