Fortune’s Sharbati, Purna 1544, Lokvan and MP Grade 1 whole wheats will be available in Delhi, Maharashtra, Madhya Pradesh, Gujarat and Rajasthan – ushering in a new era in the whole wheat market with trust, purity and premium categories.
Ahmedabad, Adani Wilmar, one of India’s largest food FMCG companies, has announced its entry into the whole wheat range under its Fortune brand.
Adani Wilmar’s sole national company in the commoditized category ensures the supply of the most premium wheat varieties in the country with purity of Sharbati, Poorna 1544, Lokvan and MP Grade-1. Adani Wilmar Enters Whole Wheat Category, Setting the Gold Standard for Authenticity and Purity
Fortune will set the gold standard for whole wheat across India and will stand out with the best sourcing from regions like Sihore in Madhya Pradesh famous for the sharbati variant. High quality wheat is produced due to the unique agro-climate and unique cultivation techniques. Its rotis are golden in color, soft, sweet and superior in taste. These whole wheat varieties meet AWL targets ensuring varietal purity.
Speaking about the product launch, Vineet Vishwambhar, Associate Vice President, Marketing and Sales, Adani Wilmar said, “Knowing the quality of traditional wheat in the west and north of the country, consumer families are very picky about their choice of wheat varieties and source from nearby mills or stores.
The Fortune Whole Wheat range will provide consumers with the wheat of their choice with the assurance of best quality and variety. Real and unadulterated whole wheat alternatives are indispensable in the market. Our products will then fulfill the need for wholesome and unadulterated wheat to consumers across the country.”
Trust, purity and premiumness are the pillars of the ‘Fortune’ brand. It aims to expand the product portfolio and provide unique choices to customers. The company aims to increase market share and expand presence in high-value metro markets like New Delhi, Mumbai, Pune, Surat and Ahmedabad.
