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Adani Wilmar aims to shake off edible oil tag with new Fortune brand logo

Despite operating now in 5 categories - edible oil, pulses, rice, wheat flour and sugar - over 90% consumers still associate Fortune brand with the cooking medium

Palm oil, edible

Representative Image

Vinay Umarji Ahmedabad
In another step to establish itself as a foods brand rather than just an edible oil player, Adani Wilmar Ltd (AWL) has acquired a new logo for its 'Fortune' brand.

Despite operating now in five categories including edible oil, pulses, rice, wheat flour (atta) and sugar, over 90 per cent of consumers still associate the Fortune brand with edible oil, said Angshu Mallick, deputy chief operating officer of Adani Wilmar citing a survey.

"In less than two decades, Fortune brand has evolved from being the number one cooking oil brand to be among the fastest growing foods brands in India.

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First Published: Feb 27 2020 | 6:36 PM IST

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