Gujarat-based Adani Wilmar is all set to formally enter the branded pulses market under the Jubilee brand. Pulses is an unbranded and unorganised category except for a few private labels of local retailers.

Angshu Mallick, COO, Adani Wilmar said, “We are ready to launch our pulses in consumer packs. However, it is not going to be easy as retailers prefer stocking their own brands. This applies for branded masalas and condiments as well, where preference is given to private labels of retailers as they get better margins.”

However, Jubilee is expected to become a national brand and along with Tata Chemicals’ I-Shakti, it intends on creating the branded pulses category in the country.

“Today, retailers such as Reliance and Future Group’s Big Bazaar have their own private labels for pulses and this comprises 3 per cent of the category while the rest of the category continues to be unbranded. But now, between Tata Chemicals’ I-Shakti pulses and our own Jubilee brand, we expect to become national brands,” added Mallik.

Jubilee pulses would be riding on the same distribution network of Fortune edible oil which spans 1 million outlets.

Next on the cards is soya nuggets and a new brand is being considered for the same. “We have already started production for soya nuggets and expect to launch it by mid next year,” he said.

Meanwhile, the Fortune edible oil franchise has been extended into the health space with the launch of Fortune Rice Bran oil. While actress Lara Dutta was roped in to promote the new variant, Adani Wilmar is not investing behind brand ambassadors.

It had got badminton champion Saina Nehwal to endorse the Fortune Plus (low absorption oil) brand of edible oil last year. “Saina’s contract ended in September. We are yet to decide whether to continue with a brand ambassador,” Mallik said.

> purvita@thehindu.co.in

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