AWL Agri Business, a prominent player in India’s agri-business sector, has expanded its product line with the introduction of Fortune Atta with Multigrains. This new offering caters to the growing demand for healthier food options among urban and semi-urban consumers.
The multigrain atta market is experiencing significant growth as consumers increasingly seek nutritionally enhanced alternatives to conventional chakki atta. AWL Agri Business aims to capitalise on this trend by offering a product that combines the nutritional benefits of eight selected grains, including soy, chana, wheat, maize, fenugreek, oats, barley, and psyllium husk. The atta is rich in protein, fibre, and iron, and contains beta-glucan, a prebiotic known for supporting gut health.
Mukesh Mishra, Joint President, Sales & Marketing at AWL Agri Business, highlighted the company’s commitment to consumer preferences, stating, “With Fortune Chakki Fresh Atta already ranked No. 2 in India, we have built a strong foundation of trust and quality in the category. 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.”
The product is available in a 5-kg consumer pack and can be purchased through leading quick commerce and e-commerce platforms like Blinkit, Zepto, Amazon, and Flipkart in select cities. AWL Agri Business plans to expand its availability to key urban markets such as Delhi, Mumbai, and Bengaluru, with further distribution through general and modern trade channels.
To support the launch, AWL Agri Business will roll out a new digital video commercial (DVC) and engage in social media amplification and influencer collaborations. This campaign aims to increase awareness, encourage trials, and establish Fortune Atta with Multigrains as a preferred choice in the premium value-added flour segment.
With this launch, Fortune continues to adapt its flour offerings to meet changing consumer preferences, reinforcing its dedication to providing high-quality, nutritious food solutions.
Disclaimer: This article is based on a regulatory filing submitted to the National Stock Exchange of India (NSE).