Adinath Agro Processed Foods rebrands as Adinova in major strategic push

Same Trusted Flavours. A Bold New Identity.

The maker of Surabhi and Winn — trusted across ketchup, Chinese sauces, mayonnaise, Italian sauces, noodles, soups and condiments — unveils a refreshed corporate identity built on quality, healthy ingredients and nearly four decades of trust.

Adinath Agro Processed Foods Pvt. Ltd., the Pune-based food company and parent of consumer brands Winn and Surabhi, today announced the launch of its new corporate identity: Adinova. Effective 7 May 2026, the company adopts a new name, logo and digital presence — marking a significant milestone in its evolution from a trusted regional operator to a confident national challenger.

A LEGACY BUILT ON TRUST

Founded in Pune, Adinath Agro built its name through Surabhi, widely credited as the pioneer of the No Onion No Garlic (NONG) ketchup category, and Winn, a premium HoReCa brand now expanding into Chinese sauces and condiments for retail. The company also markets Magic King in the food service channel. Across a portfolio of 250+ SKUs across B2C and B2B — ketchup, Chinese sauces, mayonnaise, Italian sauces, noodles, soups and condiments — Adinova is present across General Trade, HoReCa, leading Modern Trade chains and Quick Commerce platforms, with a pan-India distribution network.

GROWING FROM STRENGTH TO STRENGTH

Over the past three years, the company has doubled its revenue, backed by a dedicated manufacturing facility spread across more than 30 acres in Jejuri, Maharashtra. Its supply chain, once concentrated in the West, has deepened significantly across pan-India markets, while its presence on e-commerce and quick commerce platforms has grown rapidly. The Adinova rebrand is the outward expression of that inward momentum — a name and identity equal to the company’s true scale and potential.

Under the Adinova platform, new strategic initiatives will include a dedicated foray into healthy sauces and clean label products — a natural extension of the company’s long-standing commitment to quality ingredients.

TAKING ON INDIA’S BIGGEST PLAYERS

The rebrand arrives as competition in India’s packaged food and flavours category intensifies. Adinova now positions itself as a credible challenger to established multinationals and conglomerates — including HUL’s Kissan and Tata Consumer Products — drawing on its deep understanding of Indian taste profiles, agile operations and the authentic equity of Winn and Surabhi.

Where larger competitors bring scale, Adinova brings proximity — to the farmer, to the kitchen and to the communities it has served for generations. The new identity is designed to make that proximity visible, modern and unmistakably competitive.

THE REFRESHED IDENTITY

The centrepiece of the new identity is a sunburst mark atop the letter ‘A’ — rendered in warm gold against the wordmark’s deep forest green. The symbol draws on the imagery of the rising sun, evoking abundance, renewal and the agricultural roots at the heart of Adinath Agro’s founding. The typographic treatment is bold and confident, balancing classical proportions with a forward-looking stance.

The palette — forest green and harvest gold — speaks simultaneously to the land and to trust: green for provenance and purity, gold for craft and value. The identity is designed to work equally at home on B2B trade communication and on consumer-facing packaging, bridging the company’s dual market presence.

The name Adinova combines Adi (Sanskrit: first, original) with Nova (Latin: new, innovative) — a tribute to the company’s roots and a signal of where it is headed.

“As we have grown — in scale, reach and ambition — it felt right to give our company an identity that reflects who we truly are. The spirit of Adinath lives on in Adinova, now expressed with the confidence it has always deserved.”

— Mr. Rajesh Gandhi, Managing Director, Adinova

“Adi speaks to our roots — pure ingredients and honest quality. Nova speaks to where we are going — innovation, new categories and a brand that resonates equally with every stakeholder we serve.”

— Mr. Chandan Polekar, Chief Executive Officer, Adinova

“Adinova has built a strong, differentiated business and this rebrand is the natural expression of that progress. We are fully backing this team and are confident Adinova is well-positioned for its next phase of growth.”

— Mr. Hithendra Ramachandran, Managing Director, Carpediem Capital

Adinova’s new website is live at www.adinova.com.