Adani Wilmar Limited (AWL) announced the acquisition of several brands including the renowned Kohinoor Brand – domestic (India region) from McCormick Switzerland for an undisclosed amount.
In essence, the acquisition would give AWL exclusive rights over the brand ‘Kohinoor’ basmati rice along with ‘Ready to Cook’, ‘Ready to Eat’ curries and meals portfolio under the Kohinoor Brand umbrella in India.
The addition of Kohinoor’s domestic brand will strengthen Adani Wilmar’s presence in the FMCG category. The acquisition also leverages the reach of Kohinoor brand to drive synergies for AWL across geographies. The acquisition will fuel the next level of growth to AWL and widen the portfolio to cater to premium customer segments across rice and other value-added food businesses.
The Kohinoor brand portfolio comprises of; “Kohinoor” - for premium Basmati rice; “Charminar” - for affordable rice and “Trophy” for HORECA (hotel, restaurant, catering) segment.
Commenting on the acquisition, Angshu Mallick, Chief Executive Officer and Managing Director of Adani Wilmar, said: “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.”
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