Adani Wilmar marks 20th anniversary of Fortune brand

Brand promises to deliver quality products to remain at top position

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Adani Wilmar
Photo - Adani Wilmar

FMCG major Adani Wilmar marks the 20th anniversary of its highly popular Fortune brand on 24 November 2020 with a promise to keep delivering quality products to consolidate its position as India’s No 1 edible oil brand.

Brand Fortune was launched on 24 November in 2000, with three offerings – Fortune Soyabean Oil, Fortune Sunflower Oil, and Fortune Cottonseed Oil. Fortune became India’s largest selling cooking oil brand within just 18 months of launch. Today, it offers a range of oils spanning across soya, sunflower, cottonseed, mustard, groundnut, rice bran, and functional oils like Fortune Xpert Pro Sugar Conscious Oil. Brand Fortune has also been extended to food categories such as wheat flour, basmati rice, pulses, soya chunks, besan, sugar, ready-to-cook khichdi, and the recently launched soya chunkies. The company, Adani Wilmar, has entered into the personal care category and launched soap under the brand name Alife in 2019 and recently handwash and sanitizers under the same brand.

Fortune entered the foods segment in the year 2013, with the launch of besan. It was followed by the launch of soya chunks in 2014, basmati rice in 2015, and wheat flour in 2017. Ready-to-cook superfood khichdi was launched in 2019.

The year 2020 has seen Fortune being introduced in a whole new avatar with revamped packaging. It also saw the addition of Fortune Sugar and 5 Minute Ready-To-Cook Soya Chunkies to its rapidly growing portfolio.

“Fortune is a 20-year young brand. It has become a household name in the country in the last two decades because of our commitment to provide high quality, 100% purity, innovative products which are untouched by hands and available at fair prices. We have received tremendous love and support from our millions of customers in these 20 years, which inspires us to serve them even better, and become the most popular and preferred Food brand of the country,” said Angshu Mallick, deputy chief executive officer, Adani Wilmar.

“We will continue to innovate and expand our portfolio and offerings to meet the growing requirements and expectations of customers. We are also educating consumers on Immunity capabilities in our edible oils. We have a lot of Day One Distributors and Partners, who are with us since the last 20 years. We aim to emerge as the most preferred Food brand in India, and we will continue to work towards that,” Mallick added.

Adani Wilmar (AWL) is a joint venture incorporated in January 1999 between Adani Group- the leaders in private infrastructure and Wilmar International Limited – Singapore, Asia’s leading Agribusiness group. It is one of the fastest-growing food FMCG companies in India. The company has the largest range of edible oils spanning across the categories of Soya, Sun, Mustard, Rice bran, Groundnut, and Cottonseed oil. Besides oil, AWL has also entered into packed basmati rice, pulses, soya chunks, besan, wheat flour, sugar, and the superfood khichdi.

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