AWL Agri Business adds Madhur sugar to strengthen food portfolio

MUMBAI: A spoonful of growth just sweetened the recipe. AWL Agri Business is adding more than sugar to its shelves after bringing Madhur, one of India’s best-known packaged sugar brands, into its expanding food portfolio as it sharpens its play in the country’s fast-growing staples market.

The addition marks another strategic step for the company, which owns household brands such as Fortune and Kohinoor, as it broadens its presence across everyday kitchen essentials and deepens its reach among Indian consumers.

Launched in 2007 by Shree Renuka Sugars Limited, Madhur has built its reputation around 100 per cent pure, hygienically processed and untouched-by-hand sugar, making it one of India’s largest-selling packaged sugar brands with a strong consumer recall. The move also strengthens AWL Agri Business’s ambition to create a diversified food portfolio spanning edible oils, staples, packaged foods and value-added products. According to Kantar IMRB (Worldpanel by Numerator) data for March 2026, the company’s brands now reach more than 135 million households across India through an extensive urban and rural distribution network.

With a nationwide manufacturing, supply chain and sales infrastructure already in place, AWL is expected to leverage its existing network to expand Madhur’s market presence while capitalising on the growing demand for trusted branded staples. The acquisition also reflects a broader trend within India’s FMCG sector, where companies are increasingly strengthening their portfolios through established household brands rather than building entirely new ones from scratch.

As competition intensifies across packaged foods, staples and everyday grocery categories, AWL Agri Business is betting that combining the legacy of Fortune, Kohinoor and Madhur under one umbrella will further cement its position as one of India’s leading food and FMCG companies, serving consumers across every stage of their daily culinary journey.