Advertisement

Adani Wilmar buys Kohinoor brand to strengthen its leadership in rice, food business

It has also acquired ‘Ready to Cook’, ‘Ready to Eat’ curries and meals portfolio under the Kohinoor Brand umbrella in India

FPJ Web Desk | Updated on: Tuesday, May 03, 2022, 11:35 AM IST

Angshu Mallick, Chief Executive Officer and Managing Director of Adani Wilmar said the Kohinoor brand has a strong brand recall and will help accelerate our leadership position in the food FMCG category | Adani Wilmar
Angshu Mallick, Chief Executive Officer and Managing Director of Adani Wilmar said the Kohinoor brand has a strong brand recall and will help accelerate our leadership position in the food FMCG category | Adani Wilmar
Advertisement

Adani Wilmar Limited (AWL), packaged food FMCG company in India offering a wide array of consumer products, today announced the acquisition of several brands including the Kohinoor Brand – domestic (India region) from McCormick Switzerland GMBH for an undisclosed amount.

In essence, the acquisition would give AWL exclusive rights over the brand 'Kohinoor’ basmati rice along with ‘Ready to Cook’, ‘Ready to Eat’ curries and meals portfolio under the Kohinoor Brand umbrella in India.

The addition of Kohinoor’s domestic brand portfolio strengthens Adani Wilmar’s leadership position in the food FMCG category by augmenting a strong product basket with premium brand along with potential to scale value added products, it said in a press statement. It also leverages the reach of Kohinoor brand to drive synergies for AWL across geographies and complements the reach of its flagship brand ‘Fortune’ in the food FMCG domain.

The acquisition will fuel the next level of growth to AWL and widen the portfolio to cater to premium customer segments across rice and other value-added food businesses. AWL is poised to become a formidable player with the addition of the Kohinoor brand in the India region, it added.

The Kohinoor brand portfolio comprises of; “Kohinoor” - for premium Basmati rice; “Charminar” - for affordable rice and “Trophy” for HORECA segment.

Commenting on the acquisition, Angshu Mallick, Chief Executive Officer and Managing Director of Adani Wilmar, said: “This acquisition is in sync with our business strategy to expand our portfolio in the higher margin branded staples and food products segment. We believe the packaged food category is under-penetrated with significant headroom for growth. The Kohinoor Brand has a strong brand recall and will help accelerate our leadership position in the Food FMCG category.”

(To receive our E-paper on whatsapp daily, please click here. To receive it on Telegram, please click here. We permit sharing of the paper's PDF on WhatsApp and other social media platforms.)

Published on: Tuesday, May 03, 2022, 11:35 AM IST