Adani Wilmar acquires Kohinoor brand portfolio in India from McCormick

Adani Wilmar Limited (AWL), an Indian fast-moving consumer goods (FMCG) food company, said that it has acquired various brands including the Kohinoor Brand – domestic (India region) from McCormick Switzerland for an undisclosed price.

Through the acquisition, Adani Wilmar gains exclusive rights over the Kohinoor basmati rice brand in addition to ‘ready to cook’, ‘ready to eat’ curries and meals products sold under the Kohinoor brand umbrella in India.

Adani Wilmar said that the addition of the domestic brand portfolio of Kohinoor bolsters its position in the food FMCG category by supplementing a strong product basket with premium brands along with the possibility to scale value added products. Besides, it enables the company to tap the reach of the Kohinoor brand to drive synergies across regions and complement the footprint of its flagship brand Fortune in the food FMCG sector.

Adani Wilmar acquires Kohinoor brand portfolio in India from McCormick Switzerland. Photo courtesy of Markus Winkler from Pixabay.

Furthermore, the acquisition will drive the next level of growth and enlarge its portfolio to serve premium customer segments across rice and other value-added food businesses, said Adani Wilmar, which is a 50:50 joint venture between the Adani Group and Singapore-based Wilmar Group.

The Kohinoor brand portfolio includes “Kohinoor” – for premium Basmati rice, “Charminar” – for affordable rice, and “Trophy” for the hotel and catering industry.

Angshu Mallick — CEO and Managing Director of Adani Wilmar said: “Adani Wilmar is pleased to welcome Kohinoor brand to the Fortune family. Kohinoor is a trusted brand which represents the authentic flavours of India and is loved by consumers. This acquisition is in sync with our business strategy to expand our portfolio in the higher margin branded staples and food products segment.

“We believe the packaged food category is under-penetrated with significant headroom for growth. The Kohinoor Brand has a strong brand recall and will help accelerate our leadership position in the Food FMCG category.”