Adani Wilmar gets Saina Nehwal as the brand ambassador for 'Fortune Plus'

Adani Wilmar Ltd, the leading manufacturer and distributor of edible oils, today launched Fortune Plus, the new healthy & light edible oil under the flagship brand "Fortune". The company also announced the ace badminton player, Saina Nehwal as the brand ambassador for the new product. Adani Wilmar's Fortune Plus is a unique product offering a variety of special features to appeal to the young and health conscious India.

Adani Wilmar Limited's flagship brand Fortune which was launched in the year 2000 requires no introduction. Fortune went on to become the No.1 edible oil brand within 20 months of its inception and is an integral part of many Indian households today. Fortune has won many accolades in its journey of 10 years such Reader's Digest Most trusted brand for consecutively 3 years since 2006 and for the year 2009-10 it has been accorded the status of a "Super Brand" in the country. Fortune was recently repositioned with a new mantra of "Joy of Eating' to further strengthen its market share. Fortune Plus is the official cooking oil licensee for the India's largest sporting extravagance, Commonwealth Games 2010. The launch of Fortune Plus reiterates Adani Wilmar Limited's focus to introduce healthy and high value products to the consumers.

Commenting on the launch, Pranav Adani, Managing Director, Adani Wilmar Ltd. said, "Modern buyer is increasingly health conscious and the notion of "healthy indulgence' is driving the need for product innovation. Our core focus this year has been to offer healthy products readily to the Indian consumers. With the launch of Fortune Plus, we aim to replicate our success with our other brands in the country".

Adani Wilmar Ltd's decision to launch the new variant comes in wake of immense growth opportunity that the Indian edible oil industry provides. As per current projection of Nielsen, the packaged edible oil segment is valued at Rs. 18,900 Cr, and is annually growing at the rate of 14.3% with increasing consumers bent towards branded oils. It is emerging as one of the high growth section in Indian FMCG industry.

Commenting on her association with the brand, Saina Nehwal, Brand Ambassador, Fortune Plus said, "I am delighted to be associated with Fortune Plus. Today due to the fast-paced lifestyle, professional pressures, snacking and junk food, no one is having proper food, thus its all the more important to use right cooking oil to maintain one's fitness."

Nehwal further added "As an athlete, I follow a strict diet regime and constantly keep a check on my fitness. Exercises and workouts are an integral part of my practice sessions thus it is imperative that the food I consume is healthy as well as light. Fortune Plus cooking oil not only makes the food delicious but is also a rich source of vitamin A& D, helping in my fitness."

With the pan India launch, Fortune Plus will be available in two variants namely Sunflower and Soyabean , at leading outlets across country in the consumer packs of 1 Litre ' Pet & Pouch, 5 Liter - Jar and 15 Litre - Jar.