Adani Wilmar, a fast-moving consumer goods firm that sells a variety of edible oils and food commodities under the Fortune brand, is set to open physical stores called Fortune Mart to market products by Fortune and other Adani Wilmar.
The company has opened up 12 Fortune Mart stores in Rajasthan, Uttar Pradesh, Gujarat, Madhya Pradesh, Maharashtra, and West Bengal. The firm plans to increase its footprint in India’s north and eastern parts in the coming quarter. Adani Wilmar is opting for the franchise route to open up these stores.
“Fortune has become a household name and the most popular and preferred food brand in the country. The rollout of Fortune Mart stores aims to leverage the brand equity Fortune has established over the last two decades. The Fortune Mart stores will also supplement our wide retail reach,” Angshu Mallick, MD and CEO, Adani Wilmar said as quoted by Mint. “We aim to have a presence across the metros as well as tier I and II cities in the coming months,” he further added.
The Fortune Mart stores will mainly sell Adani Wilmar brands such as Fortune, King’s, Aadhar, Raag and Wilshort (bakery).
The company manufactures a variety of edible oils such as soya, sunflower, mustard, rice bran, groundnut and cottonseed. It has also started the division of value-added oil. It markets branded basmati rice, atta, pulses, soya chunks, besan, sattu, sugar, and also ready to cook products such as khichdi and soya chunks.
Fortune Mart will also market recently initiated personal care products such as soap, hand wash, and sanitisers, which is marketed under the brand name Alife. The stores will also include a live bakery for bakery items such as cookies and puffs.