ADANI WILMAR

Digital Transformation of Adani Wilmar’s Xpert Range

Adani Wilmar, a leading FMCG brand in India, launched the Xpert range of healthy oils as part of a strategic pivot to the digital ecosystem. The objective was to scale growth through e-commerce and quick-commerce platforms while building a data-driven digital strategy. This transformation extended beyond online availability, focusing on discoverability, performance optimization, and actionable insights for leadership.

Digital Transition : Moving from traditional sales to digital-first required new skills, processes, and systems.
Market Saturation : Standing out demanded optimized listings and targeted advertising.
Data Integration : Converting raw platform data into actionable insights in familiar reporting formats.
Agility : Quick-commerce required real-time adaptability in inventory, pricing, and promotions.

Adani Wilmar deployed a multi-pronged strategy blending marketplace expertise, analytics, and consumer focus.
Marketplace Optimization : SEO-rich listings with enriched content. Dynamic pricing, promotions, and ratings management to improve rankings. Continuous adaptation to platform algorithms.
Quick-Commerce Integration : Partnerships with Blinkit, Zepto, and BigBasket for instant urban availability. Campaigns positioning healthy oils as a premium, convenient choice.
Data-Driven Decisions with Helium : Real-time monitoring of sales, traffic, conversions, and reviews. Dashboards customized to leadership’s reporting formats.
Predictive Analytics : Forecasting demand, identifying top SKUs, and aligning inventory with peak demand (festivals, health campaigns). Smarter ad spend with behavior-based targeting.
Seamless Consumer Experience : Streamlined availability, delivery, and post-purchase communication. Continuous refinement of listings through consumer feedback.

Helium : Analytics for visibility, conversions, and sales.
Quick-Commerce : Zepto, Blinkit, BigBasket partnerships.
Predictive Analytics : Demand forecasting and campaign optimization.
Marketplace Insights : Continuous performance tracking and consumer feedback integration.

Digital Adaptability : Success requires rethinking processes and using tools like Helium.
Ecosystem Approach : Integrating marketplaces, quick-commerce, and analytics delivers scale.
Consumer Insights : Online behavior must shape marketing.
Leadership Buy-In : Familiar, actionable reporting accelerates adoption.

The Xpert range case shows how traditional FMCG brands can thrive digitally. Through marketplace optimization, Helium insights, and predictive analytics, Adani Wilmar achieved rapid growth while building a scalable, consumer-centric digital strategy, demonstrating the power of aligning digital innovation with core business processes.

₹3–4 crore

Achieved monthly within six months.

235%

MoM revenue growth overall.