AWL Agri Business has entered into a strategic arrangement with Shree Renuka Sugars (SRSL) to further strengthen market reach and accelerate growth in the packaged foods business.
Under this arrangement, SRSL will license its flagship brand ‘Madhur’ to the company, enabling the brand to leverage the extensive pan-India distribution, marketing capabilities and scale in the packaged food business of the company. The company will undertake the sales, marketing and distribution of the refined sugar under ‘Madhur’ brand.
The brand is licensed to the company under a mutually agreed royalty arrangement between the company and SRSL, in accordance with the licensing agreement. This arrangement will enable the company to access SRSL’s existing distribution network, which can also be leveraged over time to expand the reach of ‘Fortune’ products. The addition of the brand ‘Madhur’ will further accelerate the scale and growth of the company’s Food & FMCG segment, while also strengthening its position in the branded sugar business.
AWL Agri Business is one of the few large FMCG food companies in India to offer most of the essential kitchen commodities for Indian consumers, including edible oil, wheat flour, rice, pulses and sugar.
| Company Name | CMP |
|---|---|
| AWL Agri Business | 189.35 |
| Patanjali Foods | 429.00 |
| Gokul Agro Resources | 231.75 |
| Marico | 816.70 |
| BCL Industries | 32.25 |
| View more.. | |
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