Shree Renuka Sugars Limited has informed the Exchange about Arrangements for strategic, technical, manufacturing, or marketing tie up - 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, effective 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 and access to over 0.95 million retail outlets. SRSL retains ownership of the Madhur brand and related intellectual property. The company will earn royalty at 1% of sales from its own mills and 0.5% from third-party procurement. SRSL commits to supply at least 100,000 MT annually with an aspirational target of 150,000 MT. This is a related party transaction as both companies share the same ultimate holding company, Wilmar International, and requires shareholder approval.
The arrangement allows SRSL to leverage AWL's extensive distribution network to scale the Madhur brand nationwide while retaining brand ownership. The royalty-based model provides a steady income stream without major capital investment, potentially improving margins on the flagship brand.