Adani Wilmar announced on Monday that it is has instituted 12 physical stores across six states under the tag ‘Fortune Mart’. These stores would be selling Fortune and Adani Wilmar brand products exclusively. In the coming years, the FMCG major has plans to elaborate this initiative to several other locations in the country.
The fortune Mart stores would be launched on a franchise model. The stores have been opened in Jaipur, Jodhpur, Lalitpur, Gandhinagar, Gandhidham, Jabalpur, Surat, Vidisha, Gwalior, Kharghar, Akola and Haldia spanning across the states of Rajasthan, UP, MP, Gujarat, Maharashtra and West Bengal. In the coming quarter, the company would further propagate its reach in the north and eastern parts of India, as said in its statement.
Angshu Mallick, MD and CEO of Adani Wilmar said, “the Fortune Mart stores will supplement our wide retail reach. We aim to have a presence across the metros as well as tier-I and tier-II cities in the coming months.”
The release said, “The Fortune Mart stores will sell Adani Wilmar’s complete range – Fortune, King’s, Aadhar, Raag, Alife, Wilshort (Bakery) etc. products. The range includes oils such as soya, sunflower, mustard, rice bran, groundnut, cottonseed, and functional oils such as Xpert ProSugar Conscious & Xpert Pro Immunity 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 chunks.”
The company recently launched its personal care products line, called Alife, including products like soap, hand wash and sanitizers, which would also be sold in these marts.
These recently unveiled Fortune Mart stores would also consist of a ‘Live Bakery’, which would allow visitors and customers to witness the entire process of baking behind the products like Khari, puffs and cookies, being sold.
“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,” news agency PTI quoted Angshu Mallick, as saying.