Adinova: Adinath Agro Rebrands as Adinova, Set to Challenge Industry Giants with Trusted Flavors

Pune-based packaged food company Adinath Agro Processed Foods Pvt. Ltd. has announced its new corporate identity, changing its name to Adinova. The parent company of popular consumer brands ‘Surabhi’, ‘Win’, and ‘Magic King’ officially adopted its new name, logo, and digital identity on May 7, 2026.

Has the Company Doubled Its Revenue in the Last Three Years?

This rebranding marks a significant step in the company’s evolution from a trusted regional brand into a formidable national-level challenger. Over the past three years, the company has successfully doubled its revenue—a feat bolstered by its manufacturing facility in Jejuri, Maharashtra, which spans over 30 acres. The company has also successfully expanded and strengthened its supply chain, which was previously limited to Western India, to now cover a pan-India (nationwide) footprint.

Adinova’s immediate objective is to offer stiff competition to established multinational corporations—such as Hindustan Unilever (with its brand Kissan) and Tata Consumer Products—within India’s packaged food and condiments sector. The company places immense confidence in its deep understanding of Indian palates and the inherent authenticity of its ‘Win’ and ‘Surabhi’ brands.

The Company Boasts a Portfolio of Over 250 Products

Surabhi is credited with pioneering the introduction of “No Onion, No Garlic” ketchup in India, while ‘Win’ stands as a premium brand that is currently expanding its retail presence with a range of Chinese sauces. Currently, the company offers a portfolio of over 250 products (SKUs) across categories such as ketchup, mayonnaise, Italian sauces, noodles, and soups; these products are available across General Trade, HoReCa, Modern Trade, and Quick Commerce platforms. As part of its new business strategy, Adinova is now preparing to venture into the healthy sauces and “clean label” products segment, thereby further reinforcing its commitment to utilizing high-quality ingredients. Commenting on this change, the company’s Managing Director (MD), Rajesh Gandhi, stated, “As we have grown in scale, reach, and ambition, it felt right to give our company an identity that reflects who we truly are.” Meanwhile, according to the company’s Chief Executive Officer (CEO), Chandan Polekar, this new brand signifies a move towards innovation and new product categories.

Backed by the private equity firm ‘Carpe Diem Capital,’ the company has firmly positioned itself for the next major phase of growth with this new and modern avatar. Expressing his support for this rebranding, Hitendra Ramachandran, Managing Director (MD) at Carpe Diem Capital, remarked, “Adinova has built a strong and distinctive business, and this new look is a natural expression of that very progress. We fully support this team and are confident that Adinova is well-prepared and strongly positioned for its next phase of growth.”