Tag: Basmati Rice

Adani Wilmar buys Kohinoor brand

Mumbai: Adani Wilmar Ltd announced the acquisition of several brands including Kohinoor brand – domestic (India region) from McCormick Switzerland GMBH for an undisclosed amount. The acquisition will give Adani Wilmar exclusive rights over the brand Kohinoor basmati rice along with ‘ready to cook’ and ‘ready to eat’ curries and meals portfolio under the Kohinoor brand umbrella in India.

“The addition of Kohinoor’s domestic brand portfolio strengthens Adani Wilmar’s leadership position in the food FMCG category by augmenting a strong product basket with premium brands along with potential to scale value added products,” said the statement. “It also leverages the reach of Kohinoor brand to drive synergies for Adani Wilmar across geographies and complements the reach of its flagship brand ‘Fortune’ in the food FMCG domain.”

“The acquisition will fuel the next level of growth to Adani Wilmar and widen the portfolio to cater to premium customer segments across rice and other value-added food businesses,” it added.

The Kohinoor brand portfolio comprises ‘Kohinoor’ for premium Basmati rice, ‘Charminar’ for affordable rice and ‘Trophy’ for HORECA (Hotel/Restaurant/Catering) segment.

“Adani Wilmar is pleased to welcome the Kohinoor brand to the Fortune family,” said Adani Wilmar managing director and chief executive officer Angshu Mallick. “Kohinoor is a trusted brand which represents the authentic flavours of India and is loved by consumers. This acquisition is in sync with our business strategy to expand our portfolio in the higher margin branded staples and food products segment. We believe the packaged food category is under-penetrated with significant headroom for growth. The Kohinoor Brand has a strong brand recall and will help accelerate our leadership position in the Food FMCG category.”

May 3, 2022
Fortune Biryani Classic Basmati Rice promotes Atoot Pyaar with Akshay Kumar & Twinkle

MUMBAI: Adani Wilmar Limited, the largest seller of edible oil brand Fortune in the country, announced the launch of Fortune Biryani Classic Basmati Rice. For all the biryani lovers, Fortune launches a new category of basmati rice that is of superior quality and specifically processed to give best results for cooking biryani in the Indian household. Adani Wilmar also launched a new TVC featuring media influencer Twinkle Khanna and Bollywood actor Akshay Kumar. The campaign conceptualized by Triton Communications and the film, directed by popular director Karan Johar under his home production, Dharma 2.0. The ad campaign serves up, Atoot Pyaar – Unbreakable Bond between Akshay Kumar & Twinkle, symbolized by the unbreakable strands of basmati rice in Fortune Biryani Classic.

The ad will be aired on 25th Nov 2018, and will be extended across the digital medium. The new integrated campaign will have a multi-pronged approach, with reach on TV, in-store and across digital and social platforms.

Breaking the monotony, the TV spot opens with Akshay Kumar donning his chef hat, cooking biryani using the Fortune Biryani Classic Basmati Rice, as a gesture of love for Twinkle Khanna. The secrets to a happy married life, symbolized by – stay together but also give space to each other & then your relationship will blossom; are in sync with the unbreakable strands of Biryani Rice, which stay long even after cooking, retain their aroma as they are aged for 2 years. The premium quality rice is specially processed to simplify the process of cooking biryani at home with each grain perfectly cooked, fluffy and separated, delivering the most authentic biryani taste.

Angshu Mallick, Deputy CEO, Adani Wilmar said, “Fortune promotes the importance of home cooked meal given the health benefits and emotional values attached with our customers. We continue to deliver the best cooking experience for the Indian household with our premium range of products. With the launch of Fortune Biryani Classic Basmati Rice, we aim to enrich the experience of consuming home cooked biryani for our customers.”

This is the first time that Karan Johar has directed Akshay Kumar & Twinkle Khanna. Fortune Biryani Classic Basmati Rice is available in stores and is priced at Rs.210/- per kg.

November 23, 2018
Lowe Lintas help spread love for LT Food

MUMBAI: LT Foods, a processor and exporter of packaged basmati rice and an upcoming FMCG company, has unveiled a new television commercial with actor Amitabh Bachchan for its flagship brand, Daawat.

The new campaign is conceputalised by Lowe Lintas. The TVC titled “Pyaar ki Special Bhasha” brings to life the unique Indian way of expressing the love through the food we serve and eat and how this expression is incomplete without the finest basmati rice, Daawat.

On the commercial, Lowe Lintas chief creative officer and chairman R Balki says, “Rice being at the centre of our food shoulders the responsibility of this expression of love. Daawat is the finest Basmati…the finest vehicle for this expression. Thus, the concept of ‘pyaar ki special bhasha’ and who better than Amitabh Bachchan to remind us about our expression of love through food which he does with his inimitable touch of humor.”

In a fast growing and competitive category, where consumers are bombarded with messages on product superiority and attributes, brief was to develop a campaign which connects to the heart of the consumers and make them experience the fulfillment that comes from cooking, serving and eating the finest basmati rice.

Speaking about the TVC, LT Foods CEO Vivek Chandra says, “Daawat Basmati Rice understands the importance of rice in a family’s meal. Daawat Basmati has taken a step further and created a unique range of basmati rice for different dishes and cuisines. These grains are specifically picked, processed and packed, so that consumers can bring out the subtle wonder of each dish they prepare. This TVC strengthens the brand ethos by talking about the role a great dish plays in our life and how it helps us to express love.”

The TVC is director by Shoojit Sircar and is a pan India campaign. “We will be taking leading TV channels across multiple genres like GECs, movie channels etc. to promote the campaign. A 360 approach will be developed to communicate to our target audience through relevant media vehicles that they are exposed to,” informs Chandra.

November 29, 2013
Pickle Lintas bags creative mandate of Daawat

MUMBAI: LT Foods, producer of Basmati Rice under the flagship brand of Daawat, has awarded its creative duties to Pickle Lintas.

LT Foods didn’t have any creative partner as yet.

No official pitch was called for the account. According to sources close to the development, the company aims to promote the brand aggressively through traditional media, besides digital platforms.

The company has recently launched four new variants of basmati rice – Daawat Biryani Basmati Rice, Daawat Traditional Basmati Rice, Daawat Super Basmati Rice and Daawat Pulav Basmati Rice.

March 28, 2011