Shree Renuka Sugars has inked definitive agreements with AWL Agri Business (AWL) for the supply, marketing and distribution of refined sugar sold under the ‘Madhur’ brand. Under this arrangement, the company will continue to manufacture and package Madhur sugar, while AWL will handle its marketing, distribution, logistics and supply chain management through its distribution network, in terms of the definitive agreements. The company shall supply at least 100,000 MT of Madhur Sugar per annum to AWL and use best efforts to optimize its manufacturing, processing and supply chain capabilities to achieve 150,000 MT or more in any year. The definitive agreements include the Supply Agreement, the Brand License Agreement and Employee Transfer Agreement.
Madhur is the flagship consumer brand of the company with a strong presence in West and South India and a growing presence in North and East India. Through this arrangement, the company aims to support Madhur’s growth by improving efficiencies, widening market access and enabling the brand to expand and scale up more effectively.
AWL has one of India’s largest retail distribution networks, with about 113 depots and access to over 0.95 million retail outlets, along with strong presence across e-commerce, modern retail, QSR and HORECA. This royalty-led asset-light model will also help the company to participate in the brand’s long-term growth while retaining the ownership of Madhur brand.
Shree Renuka Sugars is a global agribusiness and bio-energy corporation. The company is one of the largest sugar producers in the world, the leading manufacturer of sugar in India, and one of the largest sugar refiners in the world.
| Company Name | CMP |
|---|---|
| Shree Renuka Sugar | 22.16 |
| Bajaj Hindusthan Sug | 19.31 |
| Triveni Engg. & Inds | 372.10 |
| Balrampur Chini Mill | 531.35 |
| Dalmia Bharat Sugar | 331.50 |
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