Adani Wilmar forays into whole wheat category under Fortune brand

Adani Wilmar on Friday announced that it has entered into the whole wheat category with its brand Fortune. The Adani Group’s FMCG company said it will offer the most premium wheat varieties in India such as Sharbati, Poorna 1544, Lokwan, and MP Grade 1.

“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,” Vineeth Viswambharan, associate vice president of marketing & sales at Adani Wilmar said in a press release.

He added, “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 Adani group’s FMCG firm said that it 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.”

Adani Wilmar’s shares at the time of writing were trading 0.35 per cent lower at Rs 450.15 on BSE.


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