Mumbai: Adani Wilmar Limited, a food and beverage conglomerate announced on Tuesday that it has acquired the popular rice brand Kohinoor from McCormick Switzerland GMBH for an unknown amount.
Adani Wilmar Limited (AWL) will gain exclusive rights to the brand 'Kohinoor' basmati rice, as well as the 'Ready to Cook' and 'Ready to Eat' curries and meals portfolio under the Kohinoor Brand umbrella in India, according to a release.
The Kohinoor brand portfolio includes "Kohinoor" for premium Basmati rice, "Charminar" for less expensive rice, and "Trophy" for the hotel, restaurant, and catering market.
Adani Wilmar's leadership position in the food FMCG category is strengthened by the addition of Kohinoor's domestic Brand Portfolio, which complements a strong product basket with premium brands and the opportunity to develop value-added products. It also uses the Kohinoor brand's global reach to build synergies for AWL across geographies, complementing the reach of its flagship brand 'Fortune' in the food FMCG space.
AWL's next phase of growth will be fueled by this purchase, which will broaden the company's portfolio to include premium client segments in rice and other value-added food companies. With the acquisition of the Kohinoor brand in India, AWL is positioned to become a strong player, according to the statement.
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