Retail Chronicles- 1 to 15 sept

02
Structure and Culture of Adani Wilmar:
An FMCG Goliath
By Nimish saxena
About Adani Wilmar:
Adani Wilmar Limited (AWL) is a joint venture
incorporated in January 1999 between Adani Group,
the leaders in International trading & Private
Infrastructure and Wilmar International Limited -
Singapore, Asia's leading Agri business group. The
Ahmedabad(Gujarat) based company is the largest
branded oil manufacturer and has managed to grow
its revenue to ₹18,000 crore, becoming the
largest edible oil company in the country with a
share of about 19.5 per cent within 15 years
The joint venture incepted with the commissioning
of India's first port-based refinery at
Mundra, Gujarat. Today, Adani Wilmar owns
refineries in 17 strategic locations across India, has
8 crushing units and 19 packing units. Collectively,
this totals to a refining capacity of 10300 tonnes a
day, seed crushing capacity of 7485 tonnes a day
and packaging capacity of 8500 tonnes a day.
Adani Wilmar has a range of premium edible
oils, Vanaspati, packed Basmati Rice, pulses,
Soya Chunks and also the first National Brand in
Besan. It also has a range of customized
speciality
fats for institutional customers. The product
portfolio of Adani Wilmar spans under various
brands
such as - Fortune, King’s, Bullet, Raag, Avsar,
Pilaf, Jubilee, A-Kote, Fryola, Alpha and
Aadhaar.
Fortune is the most prestigious brand in the
Adani Wilmar’s portfolio. Fortune became the
no.1 brand in the market within just 2 years of its
launch (in the year 2000) and still continues to
be a
leader. Following the success it achieved
domestically, Adani Wilmar took its branded
Edible oil to
markets beyond India and is now exporting its
products to more than 19 countries in the
Middle-
East, Australia & New Zealand, South East Asia
& East Africa.