AWL Agri Business (formerly Adani Wilmar) has launched ‘Fortune Atta with Multigrains’ to strengthen its presence in value-added foods. This new variant combines eight carefully selected grains, including soy, wheat, and oats, offering high protein, fibre, and iron content, along with gut-health benefits from beta-glucan. The product is initially available in a 5-kg pack across key e-commerce and quick commerce platforms in metro cities.
AWL Agri Business Expands Flour Portfolio
AWL Agri Business Ltd., one of India’s leading integrated agri-business companies, announced on March 24, 2026, the launch of a new product: ‘Fortune Atta with Multigrains’. This move is strategically aimed at capturing the fast-growing multigrain atta category, catering to consumers who prioritize healthier everyday staples without compromising traditional taste.
Product Innovation and Health Benefits
The new multigrain atta variant is formulated with the goodness of eight carefully selected grains. These include soy, chana, wheat, maize, fenugreek, oats, barley, and psyllium husk. The resulting product boasts a balanced nutritional profile, being high in protein, fibre, and iron. Furthermore, it contains beta-glucan, identified as a prebiotic that supports gut health, making it suitable for daily consumption in regular meals like rotis.
Market Strategy and Availability
Mukesh Mishra, Joint President, Sales & Marketing, stated that this launch helps bridge the gap between health consciousness and daily habit for Indian consumers. Following the success of Fortune Chakki Fresh Atta, this premium variant is positioned to strengthen the value-added flour segment.
Initially, the product is being offered in a 5-kg consumer pack across leading quick commerce and e-commerce platforms, including Blinkit, Zepto, Amazon, and Flipkart, specifically in select cities such as Delhi, Mumbai, and Bengaluru. AWL Agri Business plans to rapidly expand distribution through general trade and modern trade channels in the coming months.
The launch strategy includes an integrated campaign featuring a new digital video commercial (DVC), social media amplification, and influencer collaborations aimed at driving awareness and trial consumption.
About AWL Agri Business
AWL Agri Business Ltd. (formerly Adani Wilmar Limited) is highlighted as one of India’s largest Food & FMCG companies. Its flagship brand, Fortune, currently commands the trust of over 123 million households, reaching approximately 1 in 3 Indian families. The company operates 24 manufacturing facilities across 11 states and maintains an extensive supply chain supported by 97 stock points and over 10,000 distributors, ensuring accessibility across urban and rural India through a retail network of 2.1 million outlets.
Source: BSE
