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AWL Agri Business, an integrated agri-business companies, continues to strengthen its presence in the value-added foods segment with the launch of Fortune Atta with Multigrains. Following the successful foray into premium flour market with Fortune Premium Sharbati Atta, it has now expanded into the fast-growing multigrain atta category to cater to consumers seeking healthier everyday staples without altering tradition.
Mukesh Mishra, Joint President, Sales and Marketing, AWL Agri Business said, “At Fortune, consumer preferences are always at the heart of everything we do. 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. 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 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.