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Adani Wilmar to double wheat flour business by yearend: Motwani
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Adani Wilmar to double wheat flour business by yearend: Motwani

Agency News

Ahmedabad, Feb 10: Leading food FMCG company Adani Wilmar Ltd, a joint venture of Adani group and Singapore's Agri business group Wilmar International Ltd, on Monday said it aimed at doubling this figure by the end of year 2020.

Wilmar International Ltd which owns the Fortune brand has crossed a turnover of Rs 230 crore in the very first year of the Pan India launch of its Fortune Aata (wheat flour) and has aimed at doubling this figure by the end of calendar year 2020. It also said that the overall packed wheat flour business in India has a huge scope of expansion as a very large chunk of the wheat flour business was still unorganized. Addressing a press conference here today, Head of marketing Adani Wilmar Ajay Motwani said, "Fortune Aata was test marketed in a select geography, and post meeting internal metrics, rolled out nationally last year.

"Our single-minded focus on the ‘Chakki Atta’ sub segment, that contributes to a dominant 90 pc share of the overall ‘Atta’ category, as well as focus on the ‘Unbranded Atta’ user, has paid off. A large chunk of unbranded atta users upgrade to packaged atta driven by concerns around authenticity/purity. This segment needs the reassurance of a trusted brand."

Today, AWL owns more than 40 units that cumulatively translate to a refining capacity of over 16,800 tonnes per day, seed crushing capacity of 6,000 tonnes per day and packaging capacity of 12,900 tonnes per day. (UNI)