How does Adani Wilmar plan to sell staple rice across India on a large scale?
Answer
Answer
Adani Wilmar has acquired a sick rice mill in West Bengal and will slowly extend this logic to Uttar Pradesh, Assam, South India etc. It will procure the local rice from farmers, brokers and local mandis and process the rice at local rice mills. Only the brand will be national but the same Fortune brand will sell Sona Masuri in UP, Minikhet in West Bengal and Kolam rice in South India
Obviously, this will not be limited to rice alone. If this model succeeds, it would also be extended to pulses and spices too. But that will be more later into the future.