Market

Of the plethora of Indian indulgences the one that occupies top spot is food. Regionally divided, the vast gastronomy offered by Indian cuisines is truly overwhelming. Not surprisingly, cooking is a full time occupation with women of the house being traditionally in-charge of the kitchen. Barring the odd exceptions the one common thread that runs across all food recipes at least in urban India is the excessive use of oil. This partiality towards oil rich foods is remarked in several parts of Hindi-speaking India as Dil Khol Ke (to the hearts content). With this as the perspective its easy to see why India is the worlds second largest producer of oil seeds contributing nearly 7% to the global production. Despite this, the country is also the worlds second largest importer of edible oils. The edible oil industry in India is pegged at 13 million tonnes per annum (Source: company estimates) giving it a per capita consumption of about 12 kilos (Source: www.seaofindia.com). In the Indian edible oil market two important happenings are converging: rising incomes are bringing more families into the eating-oil-rich-foods category; at the same time health consciousness is driving more families into eating healthy. It is estimated that this market so far characterised by price sensitivities, poor product differentiation, fragmented regional tastes and the dominance of the unorganised sector will climb to a per capita consumption of 15 kilos and veer sharply towards buying into brands. Currently, branded oil

has 20% of the total edible oil market and is growing at 15% year-onyear. Of this, Adani Wilmar Limited, manufacturers of Fortune is the industry leader with a market share of around 19% (Source: Nielsen RSA study, January 2009).

Achievements
Fortune is a brand almost completely driven by market research. In fact, it was by addressing the very real concerns of unhealthy waistlines and increasing cholesterol levels subjects of common discussion in upwardly mobile homes that Fortune muscled its way to the largest selling brand in India, within 20 months of its launch in 2000 (Source: ORG-Marg RSA Report). This swift rise in a complex, highly divided market has not gone unnoticed. Fortune was adjudged the Most Trusted Brand by Readers Digest, three years in a row, between 2006 and 2008. Its fine understanding of market needs finds expression in its introduction of the subject of Omega3 fatty acids. In the early 1980s scientists discovered that Omega3 fatty acids which could help lower triglycerides and increase HDL cholesterol were found in abundance in soya bean. Fortune brought this fact upfront to position its soya bean oil variant as a healthy alternative. Today, thanks to this effort, branded refined soya bean oil enjoys 34% share of total refined edible oil sales in the country and Fortune remains its highest selling brand (Source: ACNielsen RSA MAT November 2008). Another long-time favourite in many parts of India is mustard oil. However, it was commonly believed that the best mustard oil could only be procured from the local oil press. Fortune broke through this belief by positioning itself as Kacchi Ghani a term applied to the traditional

method of slowly crushing mustard seeds in a temperature-controlled environment. By delivering a top quality product, Fortune was able to win immediate consumer support. Caught off guard, competitors were quick to latch on to this strategy. Today, every major player has re-branded its offering. Several me-too brands notwithstanding, Fortune has built for itself a market of 20 million households (Source: IMRB, 2008). More than 1 million outlets stock this brand in over 2500 cities. The brands unprecedented growth has put Adani Wilmar Limited amongst the top five fastest growing companies in India with a turnover exceeding Rs. 6000 crore (US$ 1.25 billion).

History
Adani Wilmar Limited, a 50/50 joint venture between the Adani Group and Wilmar International of Singapore was launched in 2000.

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Realising that the edible oil market in India was largely fragmented and marked by regional tastes Fortune moved nimbly. It developed a varied portfolio of oils that catered to different market needs. To succeed, Fortune settled on a threepronged strategy: production facilities close to regions of sale, a distribution network that would cut time from plant to outlet and an ear to the ground. Fortune was launched in the markets of Jaipur. Within a year the brand had swept through North India becoming the most used refined soya bean oil brand. By 2003, buoyed by its initial success the company launched Fortune Kacchi Ghani its mustard oil variant in the East. In the same year it entered the Southern markets. Since it made logistical sense to set up

oil is an easy-to-digest, nutritious cooking medium manufactured by a process that removes almost all the wax content, making it the lightest oil in the market today. It is low in saturated fats and contains naturally-occurring vitamin E extolled worldwide for its antioxidant properties. Fortune Goldnut is the brands groundnut oil. Because of its high smoking point and the fact that it preserves the natural aroma of foods groundnut oil has been the traditional choice for deep-frying. Fortune Goldnut uses the finest raw material, refining it to crystal clear purity and ensuring none of groundnuts inherent properties are compromised. Fortune Kacchi Ghani Mustard oil is made in the time-honoured way of yesteryears: slow crushing in a temperature-controlled

the market with a new breed of edible oils the communication campaign focussed on promoting guilt-free eating with Thoda Aur Chalega as the catch phrase. In time as Fortune headed for leadership position the advertising reminded the time-challenged urban consumer of the joy of eating which resonated with most city dwellers. The current Ab Bas Toot Pado tagline is a logical extension of the joy of eating. TV commercials on this theme depict moments, which could turn sour, becoming celebratory because of food. These Fortune commercials have a colloquial and zany sense of fun rooted in the Indian ethos, that ensures an instant connect with the audience. Cricket and India have a symbiotic relationship. Fittingly, as a leader in the edible oil

a manufacturing base close to the sunflowergrowing belts of Adoni, Kurnool and Raichur in Andhra Pradesh and Karnataka, Adani Wilmar bought out an edible oil refinery in Mantralayam. This enabled Fortune to deliver fresh-off-the-press sunflower oil and crack the dominance of strong regional players. Within three years Fortune had become the second largest sunflower oil brand in the Southern belt (Source: ACNielsen). In the meanwhile, Adani Wilmar had commenced production in the country's largest edible oil refinery complex at Mundra in Gujarat. Today, Fortune is a very successful brand across all geographies in India. Its mustard- and soya bean oils are best sellers in Eastern and Northern India; groundnut and cotton seed oils fulfil consumer needs in the West, while the South has provided huge support to its sunflower oil.

environment. This allows the oil to retain its pungency and natural properties. It is said that the pungency is a taste enhancer and an appetite stimulant cherished by connoisseurs. Fortune Cotton Plus is a stable, long shelf-life refined cotton seed oil with triple plus additives that ensure it does not deteriorate even at high temperatures. Being free of its own taste, foods cooked in cotton seed oil have a natural flavour. It is ideal for deep frying and institutional use. The triple plus additives help it being adsorbed less in food, generate less smoke and develop little foam during frying. With a wide range of products, a well-oiled distribution network and quality without compromise, Fortune has, today, emerged as the countrys most important edible oil brand.

category, Fortune took on the associate media sponsorship of the ICC T20 World Cup, 2009. It is the only brand in this category to have ever done so. Over the years, Fortune promotions have included below-the-line activities such as Mission Extra Health which involved free health check ups for the general public; Carnatic Express a CSR initiative undertaken during a music festival in Chennai and Puja Parikrama, a campaign for the benefit of underprivileged children in Bengal. These events have helped the brand cement a very special relationship with its consumers.

Brand Values
As a brand, Fortune is associated with quality, health and taste. It promotes family values through the shared pleasure of eating a home cooked meal together. Fortunes core proposition is built around the fact that there is no greater joy than the joy of eating. This bliss is multiplied several fold when good food is also healthy food.

Recent Developments
Fortune realises that India is a vast country with a number of price points. To extend its franchise, both backward and forward, the brand intends to enter the premium segment. While product development is an important part of growth, re-positioning and revamping packaging cannot be ignored. Keeping in sync with market needs both have been addressed. The new label and the contemporised packs that have been introduced are distinctive, eye-catching and are expected to take Fortune to the next level of brand development. Between the two domestic imperatives, lie the opportunities exports present. Alert to new openings the brand has recently explored the markets of Jordan and Syria and has set up a subsidiary in Dubai, to further its overseas interests.

Product
A common refrain is that all good things in life are illegal, immoral or quite simply fattening. Fortune has taken care of all three and has ensured that the joy of eating is not sacrificed at the altar of fitness. Fortune Soya Health is a light, odourless refined soya bean oil which contains Omega3 fatty acids. Proven to be good for the heart and the eyes Omega3 also strengthens the immune system. The newest research suggests that it may actually help in neutralising the protein that causes Alzheimers. Fortune Sun Lite refined sunflower

www.fortunecookingoil.com
Things you didnt know about

Fortune Oil
Fortune reaches 20 million households or some 100 million Indians.This is more than the population of countries like the UK, Germany, Mexico, Australia and France Fortune is the first successful refined soya bean oil brand in India In categories it operates in, Fortune is always amongst the top three brands Fortune had become the single largest selling brand of edible oil in India within 20 months of launch and has remained so ever since 1 million outlets in 2500 town and cities across India stock Fortune It would require 1200 trains comprising 70 wagons each to evacuate all the oil that Fortune produces in a year

Promotion
If youve got it, flaunt it is an old adage and Fortune has a lot to flaunt. Nine years ago when Fortune blitzed

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