Adani group to launch own FMCG brand

The Ahmedabad-based Adani group is all set to launch its own brand of fast moving consumer goods (FMCG). Company sources said that the company will retail 300 products under the 'Adani' brand.

The group already owns a chain of supermarkets and hypermarts in 40 centres across Gujarat, plans to expand the reach. These retail outlets will be the platform to market FMCG products.

"Product quality will be the key differentiating factor for the Adani brand, which will be retailed through our exclusive outlets. These products will be priced around 20 per cent lower, compared with other leading brands because we will save the marketing and distribution costs," Vahid Ravji, chief operating officer, B2C India Ltd.

Of the 40 outlets in Gujarat, 25 are in Ahmedabad, nine in Vadodara, three in Surat, one each in Nadidad, Rajkot and Gandhinagar. The group is planning to open 65 more outlets in the next three years.

The group sells around Rs 100 crore per annum. The group has already launched around 20 products under the Adani brand and plans to launch at least over 300 products by Diwali.

"The products launched on a trial basis are doing well. We are working to launch over 300 products by this Diwali. Adani brand will include pickles, jam, ketch up, sauces, soaps, detergents, ready to eat foods and dish washing liquids, among others," said Ravji.

The group is also planning to import plastic products from abroad to sell it under its own brand. The group plans to sell bags, school stationery items, and apparels also.

"We will be selling everything under the sun under our own brand. For that we are tying up with the manufacturers to get the product manufactured as per our specifications. But all the products will have to pass a strict quality certification," said Ravji.

In the short run, the Adani Group hopes that its own brand will fetch 10 per cent of the total sales turnover and aims at 50 per cent share in the future.