Adani Wilmar Ltd envisions to take its brand's packaged staple segment to a different level with the launch of a good number of value-added offerings across several categories in the branded packaged staples segment. The new offering is sulphur-less sugar.
Elaborating more about the new foray, Angshu Mallick, Deputy CEO, Adani Wilmar Ltd said, “Our foray in the packaged sulphurless sugar category is in accordance with our strategy to offer value-added offerings to consumers. We will initially launch this product in the Eastern region and will expand it to the pan-India level gradually.”
The company also has also come up with a new logo for its brand 'Fortune'. The packaging of its entire product portfolio has been refashioned to attract millennial consumers. With the launch of besan in 2013, the company entered the packaged staples segment but is now looking forward to expanding its presence in other food items too. Some of the food staples into which they have expanded are wheat flour, pulses, basmati and non-basmati rice, and ready-to-eat khichdi.
“India is a huge consumption story and the penetration of branded packaged staples is very low. We have a leadership position in the edible oil space. Now, we want to focus on becoming a strong national player in the wheat flour, pulses, besan and rice categories,” added Mallick.
