Adinath Agro Processed Foods, the Pune-based parent company of Surabhi and Winn, has rebranded itself as Adinova, marking a significant step in its evolution as a diversified packaged foods player. The new identity, effective May 7, 2026, includes a refreshed name, logo and digital presence.
Founded in Pune, the company has built a strong foothold through its brands—Surabhi, known for its No Onion No Garlic (NONG) ketchup range, and Winn, its HoReCa-focused offering that is now expanding into retail sauces and condiments. It also operates Magic King in the food service segment.
Adinova’s portfolio spans over 250 SKUs across B2C and B2B categories, including ketchup, Chinese sauces, mayonnaise, Italian sauces, noodles, soups and condiments. Its products are distributed across general trade, HoReCa, modern trade and quick commerce platforms.
The company has doubled its revenue over the past three years while expanding its supply chain footprint beyond western India into pan-India markets. It also operates a manufacturing facility spread across more than 30 acres in Jejuri, Maharashtra.
As part of its next growth phase, Adinova plans to deepen its presence in the better-for-you segment by introducing healthy sauces and clean-label products. The move comes amid intensifying competition in India’s packaged food category, where the company is positioning itself against established players such as Kissan and Tata Consumer Products.
The new brand identity features a sunburst motif over the letter “A”, complemented by a colour palette of forest green and harvest gold, reflecting its agricultural roots and focus on trust and quality.
“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,” said Rajesh Gandhi, Managing Director, Adinova.
“‘Adi’ speaks to our roots—pure ingredients and honest quality. ‘Nova’ reflects where we are going—innovation, new categories and a brand that resonates equally with every stakeholder we serve,” added 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,” said Hithendra Ramachandran, Managing Director, Carpediem Capital.
