The journey of Adani Wilmar: How the company became a leading edible oil manufacturer in India.

Published on: Thu Mar 16 2023

The journey of Adani Wilmar: How the company became a leading edible oil manufacturer in India.

Adani Wilmar Limited (AWL) is India's largest producer/manufacturer of edible oils and fats. The Adani Group and Wilmar International Limited, a Singapore-based agribusiness company, formed the company in 1999 as a joint venture. Adani Wilmar is well-known in the Indian market for its high-quality products and innovative marketing strategies.

The Journey of Adani Wilmar

Adani Wilmar's journey began in 1999 with the formation/establishment of a joint venture between the Adani Group and Wilmar International Limited to manufacture and market edible oils in India. The company's first plant, with a capacity of 1,000 tonnes per day, was established in Mundra, Gujarat. In 2004, Adani Wilmar set up a second plant in Haldia, West Bengal, with a capacity of 2,000 tonnes per day. Over the years, the company has expanded its operations by setting up new plants and acquiring other companies.

Adani Wilmar acquired Ruchi Soya Industries Limited, a leading manufacturer of edible oils in India, in 2005. This acquisition aided/helped Adani Wilmar's rise to the top of the Indian edible oil market. Adani Wilmar established a new plant with a capacity of 2,000 tonnes per day in Kandla, Gujarat, in 2007. In 2010, the company also established a plant in Chhattisgarh with a capacity of 1,000 tonnes per day.

Adani Wilmar's Goods

Adani Wilmar produces a variety of edible oils and fats under the brand names Fortune, King's, Raag, Avsar, Jubilee, and Fryola. Fortune, the company's flagship brand, is a market leader in India's premium refined oil category. The brand is known for its high-quality products, innovative packaging, and effective marketing campaigns.

Adani Wilmar has also introduced a number/range of innovative products, including Fortune Vivo, a cholesterol-lowering blend of rice bran oil and safflower oil. Under the brand name Fortune Xpert ProHealth, the company has also launched a line of rice bran oil-based products. These products are high in antioxidants and are good for your heart.

Adani Wilmar's Marketing Strategies

Adani Wilmar is well-known for its innovative/smart marketing strategies, which have contributed to the company's strong brand presence in the Indian market. The company's marketing campaigns are intended to connect/engage with customers and leave an impression.

The "GharGhar Mein Fortune" campaign, launched/started in 2010, was one of Adani Wilmar's most successful marketing campaigns. The campaign promoted Fortune oil as a healthy and pure cooking oil, with the goal of increasing its use in Indian households. To reach consumers, the campaign used television commercials, print ads, and on-the-ground activations. Fortune became one of the most trusted brands in the Indian edible oil market as a result of the campaign.

Adani Wilmar has also promoted its products through celebrity endorsements. Popular Bollywood actors such as Akshay Kumar, Shilpa Shetty, and Madhuri Dixit have endorsed the company's products. These endorsements have assisted the company in reaching a larger audience and developing a strong brand image.

Corporate Social Responsibility at Adani Wilmar

Adani Wilmar is dedicated to corporate social responsibility (CSR) and has launched/founded a number of initiatives to improve the lives of people in the communities in which it operates. CSR initiatives at the company are centred on education, healthcare, the environment, and rural development.

Adani Wilmar has established a number of schools and healthcare facilities in the areas where it operates. The businesshas also undertaken several environmental initiatives, such as promoting sustainable farming practices and reducing its carbon footprint.

In addition to these initiatives, Adani Wilmar has launched a number of rural development programmes to help farmers and rural communities improve/enhance their livelihoods. The company's "Fortune Sunderban" project, which debuted in 2017, aims to promote sustainable livelihoods in West Bengal's Sunderban region. The project aims to increase farmer income and promote sustainable agricultural practises.

Adani Wilmar has also launched a number of initiatives aimed at promoting women's empowerment. The company's "Fortune Sunflower Oil - Poshan Abhiyan" programme aims to promote healthy eating habits among rural women and children. The programme promotes the use of healthy cooking oils and provides nutrition education.

Adani Wilmar's rise/emergence from a small joint venture to India's leading manufacturer of edible oils is a story of perseverance, innovation, and hard work. The company's dedication to quality, innovation, and sustainability has aided in the establishment of a strong brand presence in the Indian market.

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