Brands
Fortune launches Fortune Pehli Dhaar
Mumbai: Adani Wilmar Ltd (AWL), one of the largest food and FMCG companies and a leading edible oil player in India, has announced the launch of Fortune Pehli Dhaar first-pressed mustard oil. This launch will elevate the mustard oil category and offer a premium product which will cater to an audience that appreciates exceptional taste, purity, and tradition.
The launch of the brand’s first-pressed mustard oil takes consumers back to the original essence of the product, which has been extracted from the finest mustard seeds sourced from Rajasthan, using the traditional wooden kolhu technique. The gentle pressing process retains and preserves the oil’s natural essentials, resulting in an unparalleled richness in every single drop and consumers can experience an explosion of mustard aroma, a deep, natural colour, and a taste that elevates the cooking to new heights.
Fortune Pehli Dhaar first-pressed oil deeply resonates with Fortune’s core brand values of nurturing traditions and embodying the spirit of India. Through this product, which is made using the age-old process, the company wants to also emphasise the significance of purity and authenticity, thereby enhancing the culinary experience of its consumers.
Welcoming the addition of a new product to the portfolio, Adani Wilmar associate vice president, marketing & sales Vineeth Viswambharan said, “We are thrilled to introduce Fortune Pehli Dhaar first-pressed mustard oil, a product that redefines the mustard oil experience for Indian consumers. In today’s era of high-speed mass manufacturing, our product stands in complete contrast, offering a cooking oil made using a slow and traditional process that preserves its great taste, rich aroma.”
Fortune Pehli Dhaar caters to the discerning palates of our valued customers, offering an unparalleled return to authentic flavour. A comprehensive marketing campaign has been planned for Fortune Pehli Dhaar first-pressed mustard oil, which will leverage print and digital channels. The product will be made available in convenient 1L PET bottles and pouches across various sales channels such as general trade, modern format stores, and e-commerce across Delhi NCR, Kolkata, Lucknow, Mumbai, and Bengaluru.
Brands
Faber-Castell India appoints Sunaina Haldar as director – marketing
With stints at Tata, SleepyCat and ADF Foods under her belt, Haldar is primed to redraw Faber-Castell’s brand story
MUMBAI: Faber-Castell India has poached Sunaina Haldar from ADF Foods, appointing her director – marketing as the German stationery brand looks to muscle up in a category that is rapidly reinventing itself around creativity and self-expression.
Haldar hit the ground running. “My first couple of weeks have been incredibly energising, understanding consumers, visiting markets, engaging with retailers and immersing myself into the world of Faber-Castell Group,” she said.
She arrives with considerable firepower. At ADF Foods, Haldar ran marketing across India and international markets for a portfolio spanning Ashoka, Aeroplane, Camel and ADF Soul. Before that, she was vice-president – marketing at direct-to-consumer mattress brand SleepyCat, where she helmed brand, content and performance marketing. Her résumé also includes a stint leading marketing, new product development and CRM for Tata SmartFoodz at Tata Consumer Products, no small proving ground.
Between corporate roles, Haldar also operated as a fractional CMO for early-stage startups, building marketing strategy and operational structures from scratch, a signal that she knows how to move fast with limited resources.
With 18 years straddling FMCG, D2C and the startup world, Haldar now takes the reins at a brand that has long owned the classroom but is clearly hungry for the living room. In a stationery market where the pencil has become a lifestyle statement, Faber-Castell has picked someone who knows exactly how to sell that story.
