New Delhi: Adani Wilmar, an FMCG firm, has recently announced its entry into the whole wheat category through its brand, Fortune. This move positions Adani Wilmar as the sole national player in this category, offering premium wheat varieties to consumers in India. The company plans to provide a range of wheat options, including Sharbati, Poorna 1544, Lokwan, and MP Grade 1, which will initially be available in Delhi, Maharashtra, Madhya Pradesh, Gujarat, and Rajasthan.
To ensure the highest quality, Fortune will source its wheat from specific locations renowned for producing superior wheat varieties. For example, Sehore in Madhya Pradesh is known for its Sharbati variant, which is characterized by golden amber color, firm texture, and a rich taste. Adani Wilmar recognizes the need for genuine and unadulterated whole wheat options in the market and aims to deliver a wholesome and unadulterated experience to consumers nationwide.
Vineeth Viswambharan, Associate Vice President of Marketing & Sales at Adani Wilmar, emphasized the company’s commitment to meeting consumer demands for high-quality products. Adani Wilmar aims to increase its market share and expand its presence in prominent metro markets such as New Delhi, Mumbai, Pune, Surat, and Ahmedabad.
In its fiscal fourth quarter results released in April, Adani Wilmar reported an impressive 14% growth in volume, contributing to a total revenue of over Rs 55,000 crore. The company’s total income for the previous year reached Rs 54,327.16 crore. Adani Wilmar is widely recognized for retailing edible oil and other food products under the Fortune brand.
Furthermore, Adani Wilmar noted the smoother supply of imported edible oils during Q4FY23 compared to earlier periods, leading to stable prices and increased consumer demand, particularly in rural areas. The company’s joint venture between Adani Group and Wilmar Group of Singapore has solidified its position as one of India’s largest consumer food FMCG companies.
With its foray into the whole wheat category, Adani Wilmar seeks to leverage its expertise and strong brand presence to provide consumers with premium, unadulterated wheat options. The company’s focus on quality and expansion into key metro markets demonstrates its commitment to meeting consumer needs and maintaining its position as a leading player in the FMCG industry.
