AWL Agri Business Limited has secured a strategic arrangement with Shree Renuka Sugars Limited, to further strengthen its market reach and accelerate growth in the packaged foods business, as per a BSE filing.
The company will license the Madhur brand from SRSL, enabling the brand to leverage AWL’s extensive pan-India distribution and marketing capabilities.
The arrangement will allow AWL to undertake the sales, marketing, and distribution of refined sugar under the Madhur brand, with a mutually agreed royalty arrangement between AWL and SRSL.
This will enable AWL to access SRSL’s existing distribution network, which can also be leveraged over time to expand the reach of Fortune products.
The addition of the Madhur brand will further accelerate the scale and growth of AWL’s Food & FMCG segment, while also strengthening its position in the branded sugar business.
As part of the agreement, AWL will utilize its strong distribution infrastructure and marketing capabilities to scale the Madhur brand across India.
The contract was awarded through a strategic collaboration, with AWL Agri Business Limited aiming to leverage its large food portfolio to drive category growth. The order adds to AWL’s existing portfolio, strengthening its position in the FMCG sector.
This order reinforces AWL Agri Business Limited‘s position as a leading player in the Indian food industry, with a strong portfolio of brands and a wide distribution network.
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