On World Food Safety Day, Adani Wilmar Limited (AWL) announced the launch of its premium SKUs of regional rice in West Bengal. The newly purchased state-of-the-art rice facility in Burdwan, West Bengal, is operating at full capacity, meeting regional rice demand throughout the east zone. The state-of-the-art rice facility will assist the rice and other value-added food industries in catering to premium customer segments.

Adani Wilmar Limited has emerged as the only national brand offering rice in regional variants, bolstering the company’s leadership position in the food FMCG category, with the addition of varieties such as Miniket and Banskathi. Fortune Premium Miniket & Banskathi Rice, which will be available in 5kg and 10kg each, is part of the company’s regional rice range for daily consumption. Fortune GobindoBhog Rice is a premium rice range for special occasions that will be introduced to customers in the next 2-3 months. Rice in 1 kg, 5 kg, and 10 kg will be available in the premium range for special occasions.

Through its various point-of-sale materials, the sales department will also focus on extensive promotions through creative and innovative ways to communicate the launch of the regional rice variants.