AWL Agri to expand packaged foods biz with Shree Renuka’s ‘Madhur’ brand

Under the arrangement, Shree Renuka Sugars will license its flagship brand “Madhur” to AWL Agri Business, enabling the brand to use AWL’s pan-India distribution network, marketing capabilities, and scale in the packaged food segment.

AWL Agri Business will handle the sales, marketing, and distribution of refined sugar under the “Madhur” brand, according to the agreement. The licensing arrangement includes a mutually agreed royalty structure between both companies, as outlined in the licensing agreement.

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The company said the collaboration will also allow access to Shree Renuka Sugars’ existing distribution network, which may be leveraged over time to expand the reach of AWL’s “Fortune” products.

AWL Agri Business added that the inclusion of the “Madhur” brand is expected to support the scale and growth of its Food & FMCG segment and strengthen its position in the branded sugar business.

Shrikant Kanhere, MD and CEO, AWL Agri Business Ltd (formerly Adani Wilmar Ltd) said, “This arrangement allows us to further leverage our strong distribution infrastructure, marketing capabilities and large food portfolio to scale ‘Madhur’ brand across India.

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The addition of this strong brand complements our existing product offerings and strengthens our fast-growing packaged food business. We see significant opportunities to expand market reach and drive category growth by combining the strong brand equity with our extensive distribution network.”

Susheel Kumar Kamboj, MD and CEO, Shree Renuka Sugars Ltd, said, “SRSL has successfully created ‘Madhur’ brand as a flagship consumer brand. We are pleased to collaborate with AWL, whose strong distribution platform and marketing capabilities will help to unlock the next phase of growth for ‘Madhur’ in India.”

On Wednesday (May 27), shares of AWL Agri Business ended at ₹193.40 on the BSE, up ₹0.35 or 0.18%, while shares of Shree Renuka Sugars closed at ₹23.38, rising ₹0.080 or 0.34% on the BSE.

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