Adani Wilmar launches Fortune Mart stores, eyes pan-India presence

FMCG major Adani Wilmar, which sells a range of edible oils and food products under the brand name Fortune, is coming closer to customers. Adani Wilmar is opening physical stores under the name Fortune Mart, exclusively selling Fortune and other Adani Wilmar brand products.

According to the press note, Adani Wilmar is launching the Fortune Mart stores on a franchise model. In a short span, the brand has opened 12 Fortune Mart stores in Jaipur, Jodhpur, Lalitpur, Gandhinagar, Surat, Gandhidham, Jabalpur, Vidisha, Gwalior, Kharghar, Akola, and Haldia across five states, including Rajasthan, UP, Gujarat, MP, Maharashtra and West Bengal. The company aims to launch Fortune Mart stores in the north and eastern parts of India in the coming quarter.

"Fortune has become a household name and the most popular and preferred food brand in the country. The rollout of Fortune Mart stores aims to leverage the brand equity Fortune has established over the last two decades. The Fortune Mart stores will also supplement our wide retail reach," Angshu Mallick, managing director and chief executive officer, Adani Wilmar, said, adding, "We aim to have a presence across the metros as well as tier I and II cities in the coming months."

The Fortune Mart stores will sell Adani Wilmar's complete range – Fortune, King's, Aadhar, Raag, Alife, Wilshort (Bakery) etc. The range includes oils such as soya, sunflower, mustard, rice bran, groundnut, cottonseed, and functional oils such as Xpert ProSugar Conscious & Xpert ProImmunity Oils, besides food products such as basmati rice, atta, pulses, soya chunks, besan, sattu, sugar, and also ready to cook products such as khichdi and soya chunkies. The Fortune Mart will also sell recently launched personal care products, including soap, hand wash, and sanitizers, sold under the brand name Alife.

The Fortune Mart stores houses Live Bakery that offers its customers a unique experience to witness the making of bakery items such as khari, puffs and cookies. The customers can taste these items made using Adani Wilmar bakery fats and even place the bulk order for the bakery fats at the store itself.

The Fortune Mart stores offer exciting combo deals, festival deals and an excellent shopping experience throughout the year.