Adani Wilmar Forays into Whole Wheat Category with Fortune Brand

Adani Wilmar has announced its entry into the whole wheat category through its Fortune brand. With a guarantee to provide unparalleled access to the purest wheat seed of the most premium wheat varieties in the country, Adani Wilmar will be the only national player in this highly fragmented and commoditized category. 

The company's focus on exceptional sourcing from the best-growing regions, including Sehore in Madhya Pradesh, renowned for unmatched Sharbati wheat, will set the gold standard for whole wheat in India. These premium wheat varieties meet stringent AWL specifications to ensure the purity of variety, and they offer unbeatable qualities of softness, sweetness, and taste in roti.

Vineeth Viswambharan, Associate VP, Marketing and Sales, Adani Wilmar said, “Traditional wheat connoisseur households in the West and North of the country are very selective about their preferred wheat varieties which they get ground under their supervision in neighborhood chakki stores. The range of Fortune Whole Wheat varieties will give them just what they are looking for and will stand out for their clearly superior quality and variety assurance. There is a pressing need for genuine and unadulterated whole wheat options in the market. Our products will deliver a wholesome and unadulterated whole wheat experience to consumers across the country.” 

The brand ‘Fortune’ is built on the pillars of trust, purity, and premium-ness, aiming to widen its product portfolio and cater to the brand’s patrons with niche preferences. The company aims to consistently increase its market share and expand its presence into high-value metro markets such as New Delhi, Mumbai, Pune, Surat, and Ahmedabad.