The Fortune brand of edible oils is owned by Adani Wilmar Limited, which is a joint venture between Adani Enterprises Ltd and Wilmar International Limited. It offers the widest selection of culinary oils, including soya bean, sunflower, mustard, and rice bran. In India, its Fortune brand of oil has a market share of roughly 20%.
Adani Wilmar Limited (AWL) is a packaged food FMCG company in India it is one of the largest and fastest-growing in the country. AWL’s parent company is Adani Groups. AWL sells a wide range of consumer goods. It has recently announced the acquisition of various brands from McCormick Switzerland GMBH, including the well-known Kohinoor Brand – domestic (India area) for an undisclosed amount.
In essence, the deal gives AWL the rights to the ‘Kohinoor’ basmati rice brand in India and also the ‘Ready to Cook’ and ‘Ready to Eat’ curries and meals portfolio under the Kohinoor Brand umbrella.
Adani Wilmar’s leadership position in the food FMCG space is strengthened with the acquisition of Kohinoor’s domestic Brand Portfolio, which complements a strong product basket with premium brands and the capacity to grow value-added goods. It also uses the Kohinoor brand’s global reach to build synergies for AWL across regions, complementing the reach of its flagship brand ‘Fortune’ in the food FMCG space.
AWL’s next phase of expansion will be fueled by this purchase, which will extend the company’s portfolio to include premium client segments in rice and other value-added food companies. With the acquisition of the Kohinoor brand in India, AWL is well-positioned to become a strong force. Kohinoor for premium Basmati rice, Charminar for inexpensive rice, and Trophy for the HORECA market make up the Kohinoor brand portfolio.
Angshu Mallick who is the Chief Executive Officer and Managing Director of Adani Wilmar, commented on the purchase, saying that Adani Wilmar is welcoming the Kohinoor brand to the Fortune family. Kohinoor is a well-known brand that reflects Indian flavors and is well-liked by consumers. This acquisition aligns with Adani Wilmar’s business objective of diversifying into higher-margin branded commodities and food goods.
He went on to say that his organization feels the packaged food industry is underserved and has a lot of possibilities for expansion. Adani Wilmar’s top position in the Food FMCG market will be encouraged by the Kohinoor Brand, which has a high brand recall.
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