Renuka Sugars to use network of Adani Wilmar to revive Madhur brand

Focus would be to give the required thrust to areas with better profitability and which would be much more sustainable, says Atul Chaturvedi, Chairman of Renuka Sugars

After taking over the management of Shree Renuka Sugars (SRSL), multinational company Wilmar International plans to utilise the distribution network of Adani Wilmar Ltd (AWL) to make ‘Madhur’ a leading sugar brand.

Wilmar has a joint venture (JV) with Adani Enterprises in AWL, which makes and distributes the ‘Fortune’ brand of edible oil — it has 21 per cent of market share in the branded segment. Recently, it hired actress and beauty queen Lara Dutta to promote its rice bran edible oil. Despite increasing consumer demand for quality products, branded sugar has so far failed to gain a large market share.

“Our