AWL Agri Business Launches Fortune Cottonlite Festive Pack for Uttarayan
Filing Summary
AWL Agri Business Ltd, formerly Adani Wilmar Ltd, announced the launch of its Fortune Cottonlite Refined Cottonseed Oil festive pack as part of the ‘Pakko Gujarati’ campaign. The launch event took place in Ahmedabad on December 29, 2025, featuring Gujarati cultural icons. The festive pack, designed to celebrate Gujarat’s culinary traditions, will be available across the state during the Uttarayan season. AWL Agri Business aims to strengthen its connection with Gujarati households through this initiative, leveraging its extensive distribution network and cultural engagement.
AWL Agri Business Ltd, previously known as Adani Wilmar Ltd, has introduced the Fortune Cottonlite Refined Cottonseed Oil festive pack under its ‘Pakko Gujarati’ campaign. The launch event occurred in Ahmedabad on December 29, 2025, with the presence of renowned Gujarati theatre and film personality Siddharth Randeria. This initiative aims to celebrate Gujarat’s rich food culture and cooking traditions, coinciding with the Uttarayan festival.
The filing does not specify any financial terms or commercial arrangements related to the launch of the Fortune Cottonlite festive pack. The focus remains on cultural engagement and product availability during the festive season. There are no details provided regarding pricing or revenue expectations associated with this product launch.
The Fortune Cottonlite festive pack is designed to reflect Gujarati culture and festival motifs. The product is tailored for everyday Indian cooking, particularly deep-frying, and includes antioxidants to retain food freshness. The campaign involves cultural icons such as Apara Mehta, Tiku Talsania, and Puja Joshi, aiming to resonate with Gujarati households. The festive pack will be available across Gujarat for a limited period during the Uttarayan season.
The ‘Pakko Gujarati’ campaign emphasizes the importance of food in Gujarati culture and everyday life. The campaign is supported by an integrated promotional rollout, including regional television and digital films, radio jingles, outdoor visibility, influencer collaborations, and in-store activations. This initiative seeks to deepen Fortune’s emotional connection with Gujarati households by recognizing their food habits and cultural pride.
The launch event took place in Ahmedabad, with the festive pack being unveiled in the presence of Siddharth Randeria. The campaign’s promotional activities are set to continue throughout the Uttarayan season, targeting key markets in Gujarat. The filing does not mention specific timelines for the campaign’s duration beyond the festive season.
AWL Agri Business Ltd is one of India’s largest Food & FMCG companies, offering a wide range of kitchen staples, including edible oils, wheat flour, rice, pulses, and sugar. Its flagship brand, Fortune Foods, is a trusted name in Indian households, reaching over 131 million homes nationwide. The company operates 24 manufacturing facilities across 11 states, ensuring extensive distribution in both urban and rural markets. AWL Agri Business also serves the HoReCa and institutional segments and has expanded into the Home & Personal Care category.