Adani Wilmar forays into ready-to-cook category with khichdi

food packaging

Adani Wilmar, which markets a wide range of edible oils, pulses and other consumer essentials under the brand name Fortune, has forayed into ready-to-cook khichdi segment.

Ajay Motwani, head marketing, Adani Wilmar Limited, said in Ahmedabad on Thursday that it is superior to regular khichdi made at home as it contains super foods like ragi, flax seeds, sesame, jowar and bajra.

In the soft launch, the company has come out with three variants—Punjabi, Gujarati and Bengali —in New Delhi market and on e-commerce platforms.

Motwani said they are seeing it as “lunch, dinner and anytime food,” and added that it is a healthy and wholesome alternative to 4pm snacks.

The company said the wholesome meal comes in handy for those who cannot spare too much time for the kitchen but want to have healthy food.

Priced at Rs 49, the 200 gm packet has spice mix, supplied from Kerala, and salt. Adding vegetables in the content is optional. To make it authentic, the Punjabi variant has basmati rice, Bengali variant has Gobindo bhog rice and Gujarati variant has jeerasar rice. The cooking time is about 10 minutes.

Motwani said in one year, they intend to have an annual turnover of Rs 25 crore to Rs 50 crore.

Within six months, the company intends to spread its wings across the country in the ready-to-cook khichdi segment. Their plant, located near New Delhi, has a capacity to manufacture 50 tonnes per month and plans are afoot increase the capacity to 80 tonnes.

Deputy chief executive officer of Adani Wilmar, Angshu Mallick, said they would soon launch a 50 gram packet of khichdi priced at Rs 15.

Motwani said the ready-to-mix category, which consists of rice and meals, snacks mix, curry mix and dessert mix, is projected to touch Rs 2,000 crore by 2020.

Plans are afoot to introduce two to three flavours every six months.

The company, which had an annual turnover of Rs 20,000 crore in 2018-19, expects a growth of 15 per cent.

Motwani said very soon they would come up with shops where all products under the brand name of Fortune will be available. In the bigger shop, they will also have facility to taste the products like bhajiyas cooked with their brand of oil, and gram dal and khichdi.

Adani Wilmar is also looking at foreign market.

Source: The Week

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