Adani Wilmar acquires Kohinoor

Aims to strengthen its leadership in the rice and food business

May 04, 2022 04:43:00 AM | Article | Campaign India Team

Adani Wilmar, the packaged food FMCG company, has announced the acquisition of the Kohinoor brand, for an undisclosed amount. 
 
With this acquisition, Adani Wilmar will be given exclusive rights over the brand 'Kohinoor’ basmati rice along with its ‘ready to cook’ and ‘ready to eat’ curries and meals portfolio. 
 
The investment aims to strengthen Adani Wilmar’s position in the food FMCG category by augmenting a strong product basket with the potential to scale value-added products. 
 
Angshu Mallick, chief executive officer and managing director, Adani Wilmar, said, “Adani Wilmar is pleased to welcome the 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.”