National : Adani Wilmar, the food and FMCG business of Adani group, on Friday announced its entry into the whole wheat category with its brand Fortune. Adani Wilmar will be the only national player in this highly fragmented and commoditized category with its guarantee to provide unparalleled access to the purest wheat seed of the most premium wheat varieties in the country viz., Sharbati, Poorna 1544, Lokwan, and MP Grade 1.
Fortune will set the gold standard for whole wheat in India and stand out for its exceptional sourcing from the best growing regions such as Sehore in Madhya Pradesh, renowned for the unmatched Sharbati variant. It is the unique agro-climatic conditions and farming know-how that produces highquality wheats which are golden amber in colour, hard on bite and heavy on the palm to give unbeatable qualities of softness, sweetness and taste in the roti. These varieties meet stringent AWL specifications to ensure purity of variety.
Talking about the product launch, Mr. Vineeth Viswambharan, Associate Vice President, Marketing & Sales, Adani Wilmar said, “Traditional wheat connoisseur households in the West & North of the country are very selective about their preferred wheat varieties which they get ground under their supervision in neighbourhood 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.”