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AWL Agri Business Limited strengthens Food portfolio through collaboration with Shree Renuka Sugars Limited
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Saturday, 30 May, 2026, 08 : 00 AM [IST]
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Our Bureau, Mumbai
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AWL Agri Business Limited, announced a strategic arrangement with Shree Renuka Sugars Limited (SRSL), to further strengthen market reach and accelerate growth in the packaged foods business.
Under this arrangement, it will licence its flagship brand Madhur to the company enabling the brand to leverage the extensive pan-India distribution, marketing capabilities, and scale in the packaged food business. It will undertake the sales, marketing and distribution of the refined sugar under Madhur brand.
The brand is licenced under a mutually agreed royalty arrangement between both companies, in accordance with the licencing agreement.
This arrangement will enable it to access existing distribution network, which can also be leveraged over time to expand the reach of Fortune products. The addition of the brand Madhur will further accelerate the scale and growth of its Food & FMCG segment, while also strengthening its position in the branded sugar business.
Shrikant Kanhere, MD & CEO, AWL Agri Business Limited, said, “This arrangement allows us to further leverage our strong distribution infrastructure, marketing capabilities and large food portfolio to scale ‘Madhur’ brand across India. The addition of this strong brand complements our existing product offerings and strengthens our fast-growing packaged food business. We see significant opportunities to expand market reach and drive category growth by combining the strong brand equity with our extensive distribution network.”
Susheel Kumar Kamboj, MD & CEO, Shree Renuka Sugars Limited, said, “SRSL has successfully created ‘Madhur’ brand as a flagship consumer brand. We are pleased to collaborate with AWL, whose strong distribution platform and marketing capabilities will help to unlock the next phase of growth for ‘Madhur’ in India.”
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