Adani Wilmar sees large opportunities in HoReCa & institutional segment: Mukesh Kr Mishra

In conversation with Adgully, Mukesh Kumar Mishra, Vice President, Sales and Marketing, Adani Wilmar, speaks about prioritizing rural and urban market expansion, establishing a strong presence on e-commerce platforms, adapting to changing consumer preferences, leveraging digital marketing initiatives, and much more.

Could you provide insights into Adani Wilmar’s recent sales and marketing strategies?

At Adani Wilmar, our focus is on expanding our product offerings and market reach. We have prioritized rural and urban market expansion, strengthened brand identity, leveraged data analytics, collaborated with partners, prioritized digital marketing, and executed various sustainability initiatives. These efforts aim to connect with consumers, drive sales, and resonate with environmentally conscious customers. We continue to introduce new products, cater to evolving consumer preferences, and utilize digital channels to enhance brand visibility and engagement.

What key initiatives is Adani Wilmar undertaking to enhance its market presence and competitiveness?

We have been implementing various initiatives to enhance our market presence and competitiveness. These include catering to regional tastes by adapting products to match regional preferences, strengthening the brand identity of Fortune and expanding its reach in urban and rural areas, and constantly exploring new ideas and products to maintain freshness and excitement. Our marketing campaigns are also aligned to connect better with the regional audience.

Last year, we did a campaign, titled ‘Achaar Ka Perfect Jodidaar’, which served as a homage to the nostalgia associated with pickle making. Through evocative storytelling, we showcased the role that Fortune Kachi Ghani Mustard Oil plays in preserving this cherished tradition. Similarly, we aligned activities with the recent consecration of Ram Mandir in Ayodhya.

We have also been establishing a strong presence on e-commerce platforms to reach a larger audience and boost brand recognition. Also, the company has been leveraging social media platforms to engage with our customers and promote our products. We have also been focusing on regulatory compliance, ensuring quality standards, labeling requirements, and food safety regulations.

How does Adani Wilmar adapt its sales approach to meet the diverse needs of consumers across different regions?

Our sales and distribution strategy focuses on expanding our reach and availability, not only in traditional trade, but also in modern format stores and e-commerce across the country. Unlike many other companies in the edible oil and foods space, we have a strong pan-India presence. We have developed a Go-To-Market strategy to bring focus in our large portfolio of edible oil and foods products.

In what ways do you anticipate consumer preferences in the edible oil industry evolving, and how is Adani Wilmar preparing for these changes?

Consumer preferences are evolving and so are our sales and marketing strategies to meet the changing needs and preferences. We anticipate consumer preferences in the edible oil industry to evolve towards a focus on health and wellness, authenticity, convenience, personalized digital experiences, and sustainability. To address these changes, we have introduced functional oils like Fortune Xpert Pro Sugar Conscious and Fortune Xpert Pro Immunity Oils, fortified with essential nutrients, and a protein-rich Food portfolio. We embrace traditional production methods to meet the demand for authenticity and purity, offer convenient products like the Kohinoor Biryani Kit for busy consumers, personalize experiences through digital platforms, and prioritize sustainability with eco-friendly packaging and sustainable sourcing practices.

Could you share any recent successes or milestones achieved by Adani Wilmar in the sales and marketing domain?

Our country has diverse traditions and food habits. Being the No. 1 edible oil player and a leading food company, our continuous endeavour is to delight consumers with our offerings. A few of our products like Fortune Chakki Fresh Atta and Fortune Kachi Ghani, Pure mustard oils are doing very well for us. Our marketing campaigns such as ‘Roti Ki Mehnat’, based on sharp consumer insights, have worked. Similarly, the ‘Achaar Ka Perfect Jodidar’, campaign by Fortune Kachi Ghani Mustard Oil inculcated nostalgia associated with pickle making and established a successful connect with the regional audience.

How does Adani Wilmar incorporate sustainability and responsible business practices into its sales and marketing operations?

We incorporate sustainability and responsible business practices into our sales and marketing operations through various initiatives. We run the Fortune SuPoshan project to improve health and nutrition status, focusing on malnutrition and anemia. Our eco-friendly packaging, made from 97% recyclable material, demonstrates our commitment to sustainability, with 100% packaging waste collection for recycling.

We transport edible oil via railways to reduce carbon emissions, earning recognition as the largest transporter of edible oil via rail. We engage with consumers through various channels to communicate our sustainability initiatives and encourage responsible consumption. We conduct educational campaigns to raise awareness about sustainability and responsible consumption, aligning with the United Nations’ Sustainable Development Goals.

What role do digital marketing and e-commerce play in Adani Wilmar’s overall sales strategy?

In today’s digital-first world, leveraging digital marketing initiatives is crucial for enhancing brand presence and engagement for a well-rounded marketing strategy that integrates both traditional and digital approaches.

We have a dual approach to marketing, with a digital-first strategy for value-added products focused on urban areas, while traditional media is valued for mass-market offerings. We continuously strive to understand consumer motivations and behaviors to tailor our marketing efforts, accordingly, maintaining a hybrid approach that suits different consumer segments.

Looking ahead, what are the primary objectives or goals for Adani Wilmar’s sales and marketing department in the year ahead?

Distribution expansion, gaining share in under-indexed markets and margin improvement will be the key priorities going forward in both Edible Oil and Food segments. The company sees large opportunities in the HoReCa, institutional segment and exports as well, and is working on plans to exploit these opportunities.