AWL Agri Business acquires Madhur sugar brand
AWL Agri Business has acquired the Madhur sugar brand, strengthening its portfolio of household staples and expanding its presence in India’s branded consumer sugar market.
INDIA – AWL Agri Business Limited has acquired the Madhur sugar brand, strengthening its position in India’s food and fast-moving consumer goods (FMCG) sector while expanding its portfolio of trusted household staples.
The acquisition adds one of India’s best-known packaged sugar brands to AWL Agri Business’s growing portfolio and marks another milestone in the company’s strategy to offer high-quality food products that cater to the daily needs of consumers across the country.
Originally launched in 2007 by Shree Renuka Sugars Limited, Madhur Sugar has established itself as one of India’s largest-selling consumer sugar brands.
The brand is recognised for its 100% pure, hygienic and untouched-by-hand processing standards, combining quality sugarcane with advanced manufacturing technology to supply households nationwide.
AWL Agri Business said the acquisition aligns with its vision of delivering trusted food products while leveraging its nationwide manufacturing, supply chain and distribution capabilities to expand Madhur’s reach.
Commenting on the acquisition, Mukesh Mishra, Joint President, Sales and Marketing at AWL Agri Business Limited, said: “At AWL Agri Business, we have always believed in building brands that have earned the trust of generations. We are delighted to welcome Madhur into our brands portfolio.”
He added: “It enjoys a strong emotional connect with consumers and perfectly complements our portfolio of trusted household staples brand. Backed by our extensive distribution network, strong manufacturing capabilities, and deep market expertise, we aim to take Madhur to even more homes across the country—while consistently delivering the quality and trust that consumers have long associated with the Madhur brand.”
AWL Agri Business is one of India’s largest food FMCG companies, with a portfolio spanning edible oils, staples, packaged foods and value-added products.
The addition of Madhur further strengthens the company’s presence in the branded staples segment and supports its broader strategy of building a diversified food business.
The company is expected to utilise its established nationwide manufacturing, sales and logistics network to increase the availability of the Madhur brand while responding to growing consumer demand for trusted packaged food products.
The acquisition also reflects AWL Agri Business’s continued focus on expanding its food portfolio and reinforcing its position in India’s FMCG industry.
By adding an established household brand with decades of consumer trust, the company aims to strengthen its market presence while continuing to provide high-quality food products to consumers across the country.
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