Pune-based food company adopts a new identity to reflect scale, innovation and a growing presence across India’s competitive packaged foods market
Adinath Agro Processed Foods, the Pune-headquartered maker of Surabhi and Winn, has rebranded itself as Adinova, marking a strategic shift in its journey from a regional player to a national contender in India’s fast-evolving packaged foods sector.
Effective 7 May 2026, the company has rolled out a new corporate identity, including a refreshed name, logo and digital presence. The rebrand reflects both its legacy and its forward-looking ambitions, as it seeks to strengthen its positioning across consumer and institutional markets.
Founded in Pune, the company built its reputation through Surabhi — widely recognised as a pioneer in the No Onion No Garlic (NONG) ketchup category — and Winn, a premium HoReCa-focused brand now expanding into retail segments such as Chinese sauces and condiments. It also operates Magic King within the food service channel. Today, Adinova manages a portfolio of more than 250 SKUs spanning ketchup, sauces, mayonnaise, noodles, soups and condiments, catering to both B2C and B2B segments.
Over the past three years, the company has recorded significant growth, doubling its revenue and expanding its distribution footprint across India. Its manufacturing facility in Jejuri, Maharashtra, spread over 30 acres, has supported this scale-up, alongside increasing penetration into modern trade, general trade, e-commerce and quick commerce platforms.
The rebrand comes at a time when competition in India’s packaged foods segment is intensifying, with established players such as Hindustan Unilever Limited’s Kissan and Tata Consumer Products continuing to dominate key categories. Adinova aims to differentiate itself through its focus on Indian taste profiles, agile operations and long-standing consumer trust built through its legacy brands.
Under the new identity, the company plans to expand into healthier product lines, including clean label sauces, aligning with evolving consumer preferences for transparency and quality ingredients.
The visual identity features a sunburst emblem above the letter ‘A’, symbolising renewal and agricultural heritage. The colour palette of forest green and harvest gold reflects both provenance and trust, designed to resonate across consumer packaging and B2B communications.
Explaining the transition, Managing Director Rajesh Gandhi said the new identity reflects the company’s scale and ambition while retaining the spirit of its origins. CEO Chandan Polekar added that the name Adinova combines “Adi”, signifying roots and purity, with “Nova”, representing innovation and future growth.
Investor confidence remains strong, with Carpediem Capital reaffirming its support for the company’s next phase of expansion.
With its rebrand now in effect and a renewed strategic focus, Adinova is positioning itself as a credible challenger brand in India’s dynamic food and flavours market.
