AWL Agri Business licenses 'Madhur' brand from Shree Renuka Sugars

AWL Agri Business Limited (AWL) has announced a strategic arrangement with Shree Renuka Sugars Limited (SRSL) to strengthen its packaged foods business. Under this collaboration, SRSL will license its flagship "Madhur" brand to AWL. AWL will be responsible for the sales, marketing, and distribution of refined sugar under the "Madhur" brand, operating under a mutually agreed royalty arrangement. This move allows AWL to leverage its extensive pan-India distribution and marketing capabilities, while also gaining access to SRSL's existing distribution network, which can be used to expand the reach of AWL's "Fortune" products. The addition of the "Madhur" brand is expected to accelerate the growth of AWL's Food & FMCG segment and reinforce its position in the branded sugar market.