Adani Wilmar forays into whole wheat category

Adani Wilmar, one of India’s largest foods FMCG companies, has announced the launch of its Fortune brand into the whole wheat category.

Adani Wilmar will be the only country-level player in this highly fragmented and commoditized category. It guarantees to provide unmatched access to the purest wheat seed of the country’s most premium wheat varieties, Sharbati, Poorna 1544, Lokwan, and MP Grade 1.

Fortune will be the gold standard for whole wheat in India, distinguished by its exceptional sourcing from the best-growing regions, such as Sehore in Madhya Pradesh, known for its unrivaled Sharbati variant.

The unique agro-climatic conditions and farming know-how produce high-quality wheat that are golden amber in colour, hard on the bite, and heavy on the palm, resulting in unrivalled softness, sweetness, and taste in the roti. These varieties adhere to strict AWL specifications to ensure variety purity.

The ‘Fortune’ brand is founded on the pillars of trust, purity, and premiumness, with the goal of expanding its product portfolio and catering to the brand’s patrons with niche preferences. The company plans to steadily increase its share in the market and widen reach into high-value metro markets such as New Delhi, Mumbai, Pune, Surat, and Ahmedabad.

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