Adani Wilmar Buys 'Kohinoor' to Strengthen Its Leadership in Basmati Rice & FMCG Business

Adani Wilmar has announced the acquisition of the renowned Basmati rice brand 'Kohinoor' from McCormick Switzerland GMBH in order to strengthen its leadership in the basmati rice and FMCG business.

The takeover will give Adani Wilmar Limited exclusive rights over the brand 'Kohinoor' Basmati rice, as well as the 'Ready to Cook', 'Ready to Eat' curries and meals portfolio under the Kohinoor Brand umbrella in India, according to Adani Wilmar Limited's regulatory filing on Tuesday.

"Adani Wilmar is pleased to welcome Kohinoor brand to the Fortune family," said Angshu Mallick, Chief Executive Officer and Managing Director of Adani Wilmar Limited, in response to Adani Wilmar's acquisition of Kohinoor.

“Kohinoor is a well-known brand that represents authentic Indian flavours and is well-liked by consumers. This acquisition aligns with our business strategy of growing our portfolio of higher-margin branded staples and food products. We believe the packaged food category is underserved, with plenty of room for expansion. The Kohinoor Brand has a strong brand recall, which will help us maintain our lead in the Food FMCG category."

Adani Wilmar's acquisition of Kohinoor's domestic Brand Portfolio would bolster Adani Wilmar's leadership position in the food FMCG category by supplementing a strong product basket with premium brands, as well as the potential to scale value added products.

It also uses the Kohinoor brand's reach to drive synergies for AWL across geographies, complementing the reach of its flagship brand 'Fortune' in the food FMCG domain.

The acquisition will propel AWL to the next level of growth and broaden the portfolio to cater to premium customer segments in rice and other value-added food businesses.

With the addition of the Kohinoor brand, AWL is poised to become a formidable player in the Indian region. The Kohinoor brand portfolio includes "Kohinoor" - for premium Basmati rice; "Charminar"-for affordable rice and “Trophy" for HORECA segment.