Adani Wilmar Limited

Topics: Marketing, Cooking oils, Brand Pages: 2 (782 words) Published: August 12, 2010
Adani Wilmar Limited, a INR 6000 crore ( US $ 1.2 Billion) company, was borne after two leading Multinationals Adani Group and Wilmar International Limited joined hands together, with an intent to stake a claim on the burgeoining Indian Edible Oil Market. It is a partnership between two giants of their respective countries. One, the Adani Group of India, a leader in International Trading and Infrastructure development with recent forays into  Power, Infrastructure, Global Trading, Logistics, Energy and the other, the Wilmar International Limited of Singapore is Asia’s leading Agribusiness Group with its business interests spanning across Oil Palm cultivation, edible oil refining,oilseeds crushing,consumer pack edible oil processing and merchandising.

Adwani Wilmar Limited has a ragne of brands under its Edible Oil portfolio. Its flagship brand is Fortune, which has been the undisputed Market leader for the past 7 years. The Company has also under its edible oil portfolio Ivory brand Cocunut Oil,Bullet brand Mustard oils, a premium vanaspati brand named Raag, special frying oil Fryola. Its major competitors are the brands Saffola-Marico Industries, Nature Fresh and Gemini-Cargill Industries,Sundrop-Agrotech Food Industries, Dhara-National Development Board. Adani Wilmar Limited has a massive production infrastructure of 10 plants across the country with a crushing capacity of over 6000 TPD (Tonnes per Day) and refining capacity of over 5000 TPD. The company also has a very robust distribution network with more than 85 stock points, 5000 distributors and a reach of over 1 million outlets.

The edible oil industry in India is estimated at 13 Million MT out of which around 20 percent is consumed as branded/ packed oil. Adani Wilmar Limited commands a share of 19 percent in the Refined Oils Segment.India is the fourth larget Edible Oil Consuming Country and various players are josting with each other to capture the pie of this burgeoning lucrative market. The...
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