AWL Agri Business strengthens flour portfolio with Fortune Atta with Multigrains
The launch forms part of AWL’s wider strategy to strengthen its value added foods portfolio and leverage the strong brand equity of Fortune, India’s leading edible oil and staple foods brand.
INDIA – AWL Agri Business, an integrated agri‑business company, has strengthened its flour portfolio with the launch of Fortune Atta with Multigrains, targeting health‑conscious urban and semi‑urban households.
The move follows the successful introduction of Fortune Premium Sharbati Atta and marks the company’s entry into the rapidly expanding multigrain atta category, where consumers increasingly seek nutritionally enhanced staples without giving up traditional taste.
Fortune Atta with Multigrains combines eight carefully selected grains, wheat, soy, chana, maize, fenugreek, oats, barley and psyllium husk, offering a more balanced nutritional profile than conventional wheat flour.
Positioned as a gut‑friendly, high‑fibre option, the product is aimed at families looking to improve everyday nutrition while still using familiar roti‑making routines.
Mukesh Mishra, Joint President, Sales and Marketing, AWL Agri Business, said, “As Indian consumers become increasingly conscious about the nutritional quality of everyday foods, ‘Fortune Atta with Multigrains’, will help us to bridge the gap between health and habit by offering a nutritionally superior atta that fits seamlessly into the Indian kitchen.”
“This launch marks an important step in strengthening our premium and value-added flour portfolio and will give an added boost to the category. Known for consistently matching evolving consumer preferences, we are confident that this product will strongly appeal to today’s discerning, health-conscious consumers.”
The product is currently available in a 5-kg consumer pack across leading quick commerce and e-commerce platforms, including Blinkit, Zepto, Amazon and Flipkart in select cities.
AWL Agri Business plans to rapidly expand availability across key urban markets such as Delhi, Mumbai, and Bengaluru, with a plan to expand to other major cities across India as well.
Subsequently, AWL plans to expand distribution through general trade and modern trade channels over the coming months.
The new multigrain atta is part of a broader push to expand AWL Agri Business’ food portfolio, which already includes rice, pulses, sooji, rava and maida‑based products under Fortune and other brands.
By adding more value‑added and application‑specific flours, the firm aims to capture higher‑value segments of the wheat‑flour market while reinforcing its position as one of India’s leading integrated agri‑business players.
The brand will roll out a new digital video commercial, supported by social media amplification and influencer collaborations across health and food creators.
The campaign aims to drive awareness, encourage trials and build repeat consumption, while positioning ‘Fortune Atta with Multigrains’ as a credible and preferred choice in the premium value-added flour segment.
Britannia launches new cheese-dipped crunchy layered sandwich, iD Fresh launches Protein Chapati and Protein Parota
Britannia Industries has launched Britannia 50-50 Cheeze Dipped Crunchy Layered Sandwich. The sandwich is crafted with 22 layers of baked bread.
Britannia 50-50 Cheeze Dipped Crunchy Layered Sandwich is currently available across select cities at leading retail outlets and Q-commerce platforms.
iD Fresh Food has announced the expansion of its protein portfolio with the launch of iD Protein Chapati and iD Protein Parota.
The products are currently available in Bengaluru and Mumbai, with Delhi expected to go live later this month.
This launch marks a strategic step forward in iD’s journey to make everyday food more nutritious, without altering familiar eating habits.
Sign up to HERE receive our email newsletters with the latest news and insights from Africa and around the world, and follow us on our WhatsApp channel for updates.
