AWL will undertake sales, marketing and distribution of the refined sugar under Madhur brand, as per the arrangement

Edible oil major AWL Agri Business Ltd has tied up with Shree Renuka Sugars to market sweetener under the latter's 'Madhur' brand.

AWL Agri Business sells edible oils and other food items under the Fortune brand.

According to a regulatory filing on Thursday, AWL Agri said it has entered into a strategic arrangement with Shree Renuka Sugars to further strengthen market reach and accelerate growth in the packaged foods business.

Under this arrangement, Shree Renuka Sugars will licence its flagship brand 'Madhur' to AWL Agri.

"AWL will undertake sales, marketing and distribution of the refined sugar under Madhur brand," the filing said.

The brand is licensed to AWL under a mutually agreed royalty arrangement between the two companies.

The AWL Agri will have access to Shree Renuka Sugars' existing distribution network, which can also be leveraged over time to expand the reach of "Fortune" products.

Shree Renuka Sugars is one of the leading sugar firms in the country.

Published on May 29, 2026