Adani Wilmar buys Kohinoor rice brand to strengthen its position in the food industry

1.Adani Wilmar buys Kohinoor rice brand to strengthen its position in the food industry

Adani Wilmar Limited (AWL) announced the buy of well-known Kohinoor Brand -domestic (India region) from McCormick Switzerland GMBH with several brands.

Adani Wilmar Limited is one of the top companies of fastest-growing packaged food FMCG in India.

This buying would give exclusive rights over ‘Kohinoor’ Basmati rice with Ready to cook, Ready to Eat curries and meals under Kohinoor Brand in India to a Joint venture of Adani Group and Wilmar Group of Singapore.

The acquisition of Kohinoor’s domestic Brand portfolio strengthens the leadership position of Adani Wilmar in the food FMCG category, said AWL. According to the filing, the transaction will also use the Kohinoor brand’s reach to drive synergies for AWL across geographies, complementing the reach of its flagship brand ‘Fortune’ in the food FMCG arena.

With the addition of the Kohinoor brand, the billionaire Gautam Adani-backed enterprise hopes to become a powerful force in the Indian region.

The Kohinoor brand portfolio includes “Kohinoor” for premium Basmati rice, “Charminar” for less expensive rice, and “Trophy” for the HORECA industry.

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