In one other step to ascertain itself as a meals model slightly than simply an edible oil participant, Adani Wilmar Ltd (AWL) has acquired a brand new emblem for its ‘Fortune’ model.
Regardless of working now in 5 classes together with edible oil, pulses, rice, wheat flour (atta) and sugar, over 90 per cent of customers nonetheless affiliate the Fortune model with edible oil, mentioned Angshu Mallick, deputy chief working officer of Adani Wilmar citing a survey.
“In lower than twenty years, Fortune model has advanced from being the primary cooking oil model to be among the many quickest rising meals manufacturers in India. The brand new visible identification is to convey this transformation to our prospects. The brand new emblem displays trendy aesthetics whereas preserving intact the Fortune model’s core philosophy,” Mallick mentioned. The brand new emblem, subsequently, sports activities a flower blossom within the place of the alphabet ‘O’ in Fortune.
In response to Mallick, its goal is to encourage customers to be adventurous with Fortune meals, to go on a journey of exploration, to find a world of dazzling flavour and be empowered by recent challenges.
“The transformation of Fortune’s visible identification can also be geared toward defending its place in sturdy markets, strengthening its place in different markets, and to proceed to be related to youthful households, the millennial era, by way of the values they consider in,” he added.
Launched in 2000 as model ‘Fortune’ with three choices together with Fortune Soyabean Oil, Fortune Sunflower Oil, and Fortune Cottonseed Oil, it turned one of many largest promoting cooking oil manufacturers in India in simply 18 months. Fortune entered the meals section within the 12 months 2013, with the launch of besan, adopted by the launch of Soya Chunks in 2014, Basmati rice in 2015, and Wheat Flour in 2017. The ready-to-cook Khichdi was launched in 2019.
At present, Fortune presents a spread of oils spanning throughout soya, sunflower, mustard, groundnut, cottonseed, rice bran, and Fortune Vivo Professional Sugar Acutely aware Oil. Model Fortune has additionally been prolonged to meals classes equivalent to wheat flour, Basmati rice, pulses, soya chunks, besan, and the lately launched ready-to-cook Khichdi.
On the again of the brand new emblem, the corporate expects to develop its meals enterprise from contributing simply 10 per cent to the income at present to round 30 per cent in subsequent 3-5 years.
The corporate has additionally roped in inventive company Ogilvy at the same time as the brand new packaging design in addition to the expanded meals choices, shall be communicated by way of a 360 diploma marketing campaign that includes Bollywood actor Akshay Kumar and spanning TV, press, out of doors, cellular, digital, social and in-store.