AWL Agri Business (formerly Adani Wilmar Ltd), one of India’s leading FMCG and agribusiness corporations, has reached a significant milestone in its journey with a progressive new corporate identity, developed in partnership with global brand consultancy bluemarlin.
After winning the strategic and creative pitch, bluemarlin aimed to deliver more than a traditional rebrand – the identity needed to embody the company’s strategic shift, expanding AWL’s vision and purpose for the future of the agri-business and food sector while reinforcing its commitment to progress, innovation and national growth.
The rebrand of AWL, coinciding with its 25th anniversary, reflects the company’s evolution as it enters a new phase of growth, innovation and operational consolidation. The new identity aligns with the brand’s long-term strategy to strengthen its position in India’s FMCG and agricultural value chain sectors, supporting its ambitions for both domestic leadership and international expansion.
Strategic shift for India’s agribusiness leader
AWL is a key player in India’s food economy, supplying essential commodities such as edible oils, rice, flour and pulses to millions of households.
The new identity captures AWL’s unique position by embodying the brand persona of a ‘nurturing caregiver’. It reflects the company’s role in delivering trusted staples that form a dependable base from which families and the nation can move forward confidently.
By focusing on energy, momentum and transformation, the brand narrative is now dynamic, elevating daily nutrition to a greater and more powerful aspiration.
This idea is symbolised by the river – a graceful yet persistent force. A river cuts through rock with persistence rather than power, perfectly capturing the spirit of the new AWL identity, which represents a seamless connection from cultivation to consumption.
The new identity was developed via a strategic approach that included cultural immersion, contextual analysis and the creation of platforms to articulate the business’s values and ambitions. It ensures seamless 360° integration across all channels and touchpoints.
Andrew Eyles, Co-founder and CEO at bluemarlin, said, “AWL’s new identity is a strategic move that supports the company’s next phase of development. It recognises AWL’s core strengths – operational resilience, consumer trust and reach – while preparing the brand for future-facing conversations around innovation, nutrition, growth and sustainability.”
Mr Angshu Mallick, MD and CEO, AWL, said, “This rebrand is more than a new look – it’s a clear statement of who we are and where we’re heading. We’re celebrating 25 years of nourishing households across India and we’re stepping into a new chapter. One rooted in trust, driven by innovation and committed to building a healthier, more connected future for all.”
Design rooted in cultural and sectoral context
The brand’s visual concept is built around the idea of a river confluence, a powerful metaphor for symbolising AWL’s role in linking the diverse parts of the food and agriculture ecosystem.
Samantha Dumont, Executive Creative Director at bluemarlin, said, “Our brief was to articulate AWL’s role in India’s food system in a way that reflects both trust and modernity. The new brand strategy captures the company’s scale, agility and ambition, while remaining grounded in its core purpose.
“The logo uses flowing forms inspired by India’s rivers to suggest continuity, momentum and connection. The overall design is forward thinking in its execution within its competitive set, conveying the progressive nature of AWL. It also reflects the company’s ability to adapt while remaining linked to its roots.”
The brand’s new look now features a streamlined logo, an updated colour palette and a modern typography system, supported by flexible applications across all touchpoints, including packaging, digital assets and corporate materials. This new system is designed to scale with the business and maintain consistency across AWL’s portfolio, from its flagship Fortune brand to its growing range of goods.
Mallick added, “bluemarlin‘s strategic thinking on our corporate positioning has led to a rich articulation of our proposition, giving us an emotive language and a striking identity that amplifies the real benefits we bring to our customers, consumers and the nation’s wellbeing every day.”
Source: bluemarlin
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