Adani Wilmar launches Fortune VIVO, a diabetes care oil

Cooking oil maker and distributor Adani Wilmar (AWL) today unveiled diabetes care oil brand 'Fortune VIVO'.
The company, a JV between Adani Group and Singapore-based Wilmar International, claimed that the product is the country's first diabetes care oil which will help in controlling Type II diabetes.
"With the launch of Fortune VIVO, India's first diabetes care oil, we have made a significant addition to our wide range of products. Diabetes is a disease fast growing in the country and VIVO is our contribution towards controlling it," AWL CEO Atul Chaturvedi told reporters here.
Initially, the company will roll out 'Fortune VIVO' in 18 cities and by March 31, the product will be available across the country, he added.

"This product is mainly targeted at upper segment with a higher income bracket who are likely to get life style diseases. We are not looking at VIVO as a mass oil, but as a niche product. VIVO will cost around Rs 135 per litre, which will be 30-40 per cent more than the normal refined oil in the market," Chaturvedi said.
"VIVO would benefit Type-2 Diabetes patients. It is clinically proven ... Research papers submitted & accepted to one of the best medical journals of the world," he said.

The company, which is manufacturing VIVO from its Krishnapatnam plant in Andhra Pradesh with an annual capacity of 40,000-50,000 tonne, is expecting this brand to add 2-3 per cent to its topline.

"As this is a niche product targeted at a specific segment, we are expecting this brand to contribute 2-3 per cent to our revenues," AWL COO Angshu Mallick said.
He also said the company is planning to launch a new product in the food category in June this year.
"We are working on a new product in the food segment for which the research and development is going on. We expect to launch this product by June this year," he added.
Speaking about the company's overall performance, he said, the topline is expected to remain flat this financial year as the commodity prices in the international market were weak.