Adani Wilmar Limited is a 50:50 joint venture between two recognized Multinational Corporations ? the INR 275 Billion (US $5 Billion) Adani Group, the leader in International trading, Power Sector and Private infrastructure, and Wilmar International Limited, Singapore, Asia?s leading Agri business group with revenues exceeding US $16.5 billion.
Adani Wilmar Ltd.'s flagship brand Fortune has been repositioned with a new mantra of 'Joy of Eating'. The objective of this exercise is to craft a unique value proposition for the brand. Fortune, which has maintained its market leadership for last 7 years, hope to further strengthen its market share with this re-positioning.
To cater to the burgeoning middleclass, core of Indian consumer market, AWL introduces King's range of refined oils. It will have under its portfolio, Soya, Sun, Refined Mustard and Cottonseed oil. Coming from the house of Adani Wilmar, coupled with the planned 360 degree Marketing Support, King's is set to be the king of its own turf.
AWL also has as part of its edible oil portfolio, Bullet brand mustard oils and a coconut oil under the brand name Ivory, a Refined Palmolein Oil under the brand name of Raag Gold, a premium vanaspati brand called Raag, special frying oil called Fryola and Speciality Fats under brand name Jubilee Masterchef.