Vishnu Pandey / New Delhi/ Kanpur Mar 25, 2009, 00:29 IST
Adani Wilmar Limited (AWL), a joint venture between Ahmedabad-based Adani Exports Limited and the Singapore-headquartered Wilmar Trading, is betting big on the end-consumer in smaller towns and hinterlands to achieve an ambitious 100 per cent sales target within the next four years.
“We will be targeting the countryside customers by rolling out a new range of edible oils under Fortune, Kings and Bullet brands with an investment of Rs 650 crore in the next six months,” AWL managing director Pranav Adani said, after unveiling the company’s new range of products aimed at towns having less than 100,000 population.
AWL, which currently enjoys a 20 per cent market share in the edible oils segment, is looking at achieving about 40 per cent growth a year. “The fast moving consumer foods segment has remained largely shielded from the downturn and we intend to capture the market when other players are struggling to get their balance sheets right,” said Adani.
Adani said the company was planning to initiate an organised and researched media campaign to woo customers who are accustomed to unpacked edible oils. “The future of our business is there .. in the countryside as improving purchasing powers will increase the demand for better products,” he added.
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