One of the largest and fastest-growing packaged food FMCG companies in India Adani Wilmar Limited (AWL) announced the launch of its premium SKUs of regional rice in West Bengal on the occasion of World Food Safety Day. The newly purchased rice facility is situated in Burdwan, West Bengal and is running at full capacity catering to the demand for regional rice in the entire east zone. It will help in catering to premium customer segments across rice and other value-added food businesses.
With the addition of varieties like Miniket and Banskathi, AWL has emerged as the only national brand offering rice in regional variants which strengthens the leadership position of the company in the food FMCG category. The portfolio of regional rice range for daily consumption by the company includes Fortune Premium Miniket & Banskathi Rice which will be available in 5kg and 10kg each. Fortune Gobindo Bhog Rice is a premium rice range and will be introduced to customers in the next 2-3 months and will be available in 1 kg, 5 kg and 10kg.
The sales department will also focus on extensive promotions through creative and innovative ways to communicate the launch of the regional rice variants through its multiple point-of-sale materials.
The Chief Executive Officer and Managing Director of Adani Wilmar Angshu Mallick said, “We are delighted to emerge as the first national brand offering variety of regional rice to customers in the entire east zone.”