Adani Wilmar, which sells edible oils and other foods under the Fortune brand, announced on Monday that it has launched 12 franchised stores in six states and wants to add more around the country.
“Adani Wilmar is opening physical stores under the name Fortune Mart which will exclusively sell Fortune and other Adani Wilmar brand products,” the company said in a statement.
In Jaipur, Jodhpur, Lalitpur, Gandhinagar, Surat, Gandhidham, Jabalpur, Vidisha, Gwalior, Kharghar, Akola, and Haldia, Adani Wilmar has opened 12 Fortune Mart outlets. Rajasthan, Uttar Pradesh, Gujarat, Madhya Pradesh, Maharashtra, and West Bengal are included.
According to the firm, Fortune Mart outlets will also open in the north and east of India in the next 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,” said Angshu Mallick, MD, and CEO, Adani Wilmar.
The Fortune Mart outlets will complement the company’s extensive retail presence, he added.
“We aim to have a presence across the metros as well as tier I and II cities in the coming months,” Mallick said.
In addition to Fortune, the corporation sells food under different brands like King’s, Aadhar, Raag, Alife, and Wilshort.