Adani Wilmar, a Rs12,000 crore joint venture between Adani Group and Singapore-based Wilmar International that makes the Fortune brand of edible oils, is entering new segments in the oils and foods category.
The company has lined up a slew of products from the Wilmar portfolio for launch in India.
To begin with, the JV has launched rice bran oil, becoming the first pan-India player to enter the segment.
“We have positioned this in the healthy category, which would be the mantra for the company, going ahead,” says Atul Chaturvedi, chief executive officer, Adani Wilmar.
The company competes with the likes of Marico, Agro Tech Foods and ITC in the oils category.
In the health portfolio, the company is planning an oil, a mix of the existing category, in the next six months, as also olive oil from the Wilmar portfolio.
“Globally, Wilmar has an olive oil in their portfolio so we have also been looking at launching it in India, too, “ said Chaturvedi.
The company plans to enter the soya value-added category, which is currently dominated by Ruchi Soya. Chaturvedi said that the manufacturing plant for it is under commissioning in Vidisha, Madhya Pradesh.
The company, which entered polished rice and dal business last year, plans to launch variants of the existing products in the processed foods segment. Currently, the company is present only in Basmati category.
“Another plan on the drawing board right now is the flour business, “ said Chaturvedi.
He said the company would also enter the Oleo chemicals business, which has players like Godrej and Reliance. For this, Adani Wilmar is setting up a manufacturing unit in Mundra, Gujarat, which it claimed will be the largest in the country,
“At this plant we will produce soap noodles, which is the base product used in soap manufacturing. Globally, our joint venture partner Wilmar produces it for
Unilever and P&G. Once this plant is operational, we will also make it for these companies in India,” said Chaturvedi.