Execution of definitive agreements for marketing and distribution of sugar under the "Madhur" Brand
RENUKA · price
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Shree Renuka Sugars has partnered with AWL Agri Business Ltd. to market and distribute its Madhur sugar brand across India starting 1st July 2026. Under the arrangement, SRSL will continue manufacturing and packaging Madhur sugar while AWL handles marketing, distribution, logistics and supply chain through its network of 113 depots accessing over 0.95 million retail outlets. SRSL will supply at least 100,000 MT annually with a target of 150,000 MT. The company will receive royalty at 1% of sales from its own mills and 0.5% from third-party procurement. The transaction is a related party deal as both companies are controlled by Wilmar International and requires shareholder approval.
This asset-light model allows SRSL to retain Madhur brand ownership while leveraging AWL's extensive distribution network to expand reach across channels and geographies. The royalty-based structure provides steady income without major capital investment, though shareholder approval adds a procedural step before implementation.