The product will be available in tamper proof pouches, PET bottles, HDPE plastic cans, and tins, contaning 500 ml to 15 litre. Refined sunflower oil will be priced at Rs 38 per kg as against the company's refined soyabean oil at Rs 28.90 per kg. AWL will soon launch refined cotton seed oil and vanaspati. Crude edible oils for processing are imported from Malaysia, Indonesia, Brazil, Argentina, Canada and the US. Oilseeds are procured from farmers in Rajasthan, Gujarat and Madhya Pradesh.

The product is manufactured at India's largest and most sophisticated edible oil refinery at Mundra in Gujarat. AWL is slated to double its plant capacity from 600 tonne to 1200 tonne per day to cater to the growing market demand.

AWL is a 50:50 joint venture between the super star trading house, Adani Exports Ltd and one of Asia's largest processors of edible oils, Wilmar Holding Pvt Ltd of Singapore.

Addressing a press conference in the capital on Tuesday Gautam Adani, chairman, Adani group and Mr Rajesh Adani, MD, AWL said that the `Fortune' brand of refined soyabean oil was launched in Rajasthan a month ago and it has already captured 40 per cent of the market . Refined sunflower oil is being simultaneously launched in Uttar Pradesh, Haryana, Chandigarh, Himachal Pradesh and Maharashtra. Already, response from the consumers has been phenomenal, with the demand for Fortune brand of edible oils estimated at 4000 tonne per month in these regions alone. They stated that the `Fortune' brand has taken into account the varied tastes of Indian consumers across different regions. While Fortune sunflower oil will satisfy the demand of north Indian consumers, the Fortune cottonseed oil and soyabean oil will cater to Gujarat and Rajasthan respectively. The Fortune range of edible oils are made to pass through twin temperature de-odouriser, a patented technology from Desmet of Belgium, to remove undesirable odourcausing substances. Refined sunflower oil is further double de-waxed and winterised to completely eliminate undesirable fats and waxes.

In a vaccum-sealed computer controlled environment, Fortune brands are totally untouched by human hands, right from the time the raw edible oil is offloaded, till it is refined and packed.