Adani Wilmar forays into branded basmati rice segment

Company says many families are actually switching over to branded basmati rice over loose ones

One of India's leading cooking oil brand Adani Wilmar is foraying into the basmati rice market this season.

Traditionally, in Gujarat households stock up rice and other grocery essentials during this season, and Adani Wilmar's release claimed that many families are actually switching over to branded basmati rice over loose ones.

Atul Chaturvedi, chief executive officer, Adani Wilmar said, "Our experts source the finest quality of basmati paddy from the basmati growing regions of Punjab and Haryana.”

Fortune Traditional Basmati Rice is available in packs of 5 kg, 10 kg and 25 kg.

Adani Wilmar has plans to invest Rs 600 crore this fiscal to expand capacity in its refineries across the country, the company had said in July this year. It has already forayed into the soya chunks market under its 'Fortune' brand.

The company's revenue stood at Rs 17,300 crore in FY14. The company, which is a 50:50 joint venture between Adani Group and Wilmar International of Singapore, exports its products to 19 countries in the Middle East, South East Asia and East Africa.