Mumbai: Adani Wilmar Ltd announced the acquisition of several brands including Kohinoor brand – domestic (India region) from McCormick Switzerland GMBH for an undisclosed amount. The acquisition will give Adani Wilmar exclusive rights over the brand Kohinoor basmati rice along with ‘ready to cook’ and ‘ready to eat’ curries and meals portfolio under the Kohinoor brand umbrella in India.

“The addition of Kohinoor’s domestic brand portfolio strengthens Adani Wilmar’s leadership position in the food FMCG category by augmenting a strong product basket with premium brands along with potential to scale value added products,” said the statement. “It also leverages the reach of Kohinoor brand to drive synergies for Adani Wilmar across geographies and complements the reach of its flagship brand ‘Fortune’ in the food FMCG domain.”

“The acquisition will fuel the next level of growth to Adani Wilmar and widen the portfolio to cater to premium customer segments across rice and other value-added food businesses,” it added.

The Kohinoor brand portfolio comprises ‘Kohinoor’ for premium Basmati rice, ‘Charminar’ for affordable rice and ‘Trophy’ for HORECA (Hotel/Restaurant/Catering) segment.

“Adani Wilmar is pleased to welcome the Kohinoor brand to the Fortune family,” said Adani Wilmar managing director and chief executive officer Angshu Mallick. “Kohinoor is a trusted brand which represents the authentic flavours of India and is loved by consumers. This acquisition is in sync with our business strategy to expand our portfolio in the higher margin branded staples and food products segment. We believe the packaged food category is under-penetrated with significant headroom for growth. The Kohinoor Brand has a strong brand recall and will help accelerate our leadership position in the Food FMCG category.”