About Us

The Fortune brand, flagship brand of Adani Wilmar Ltd, is a decade-long national leader aspiring to be a global leader in cooking oil category. Quality, health and customer satisfaction are the foundations of our business, and form the core ingredients for all our innovations at Fortune.

With life becoming faster by the second, the joy has gone out of the meals, which have been reduced to a necessary chore rather than a joyous occasion it once used to be. Fortune has a range of products that have consistently been delivering taste to the homes of Indians. The fact that the oils are healthy and hygienic allows the consumers guilt-free indulgence.

A wide range of edible oil variants makes Fortune the leader in the category, a position that it has enjoyed since its launch almost a decade ago. At the time, it entered the saturated market as a young player, and had a mammoth task ahead of it. However, it not only rose to the challenge, but took the nation by storm, with its relentless dedication to quality, innovative, colourful packaging and a promise of health that it delivered time after time. To cement its position as the undisputed leader in the category, Fortune refreshed its positioning to create stronger consumer relevance. Keeping in line with the new brand communication, the entire packaging was revamped in May 2009.

At a time when fast- paced lifestyles and work pressures have left people across the country with little time to eat the right way, let alone with their family, the brand found an opportunity to do a larger good, helping consumers rediscover the love-induced "Maa ke haath ka khana", with Fortune.

The response was immediate and overwhelming, a direct result of the brand's ability to offer more value through a strong and relevant consumer insight. Mom's cooking is meant to ensure that none went hungry. No ceremony; just rigorous execution, just-in-time management of inventory, tight planning of cash flows, total customer satisfaction with outstanding social networks.

Consumers find the brand proposition appealing, as it allows them to indulge their palate guiltlessly by making food that is both healthy and delicious. The brand has already been distinctive enough earlier to carve out a niche for itself, pioneering the concept of the mother and her god-like powers over the spatula and frying pan. With that background and building on “Mom’s cooking”, every aspect of the new communication makes this brand a winner, and make the words "Har Maa ke dil mein" synonymous with health, quality and sumptuous food.

Fortune continues to grow, and makes an active effort to keep adding variants to its product range. The brand has always strived towards refreshing its portfolio, keeping in mind the ever changing needs of the consumer.

Customer satisfaction is key, as every helping is served, keeping in mind a conscious effort to include that little extra love. At the same time, it retains brand essence that made it rise to become the most popular and highest-selling edible oil brand in the country in record time. Now clearly seen as an endorser of guilt-free eating, Fortune's popularity continues to soar. Young, diet-conscious India has embraced it as a healthy dinner-table company