AWL Agri Business Expands Flour Portfolio with New Multigrain Atta
Filing Summary
AWL Agri Business Ltd, formerly Adani Wilmar Ltd, has introduced a new product, ‘Fortune Atta with Multigrains’, to its flour portfolio. This product is available in 5-kg packs across select metro cities and online platforms. The multigrain atta includes eight grains, offering nutritional benefits such as protein, fiber, and iron. AWL plans to expand distribution through various trade channels in the coming months. The company continues to focus on the value-added foods segment, aiming to meet the growing demand for healthier food options among urban consumers.
AWL Agri Business Ltd, previously known as Adani Wilmar Ltd, has announced the launch of a new product, ‘Fortune Atta with Multigrains’. This product is part of the company’s strategy to enhance its presence in the value-added foods segment. The new multigrain atta is designed for health-conscious households and is available in 5-kg consumer packs across select metro cities and leading e-commerce platforms.
The financial details of the launch, including pricing and expected revenue, are not disclosed in the filing. The focus is on expanding the company’s product offerings in the premium flour market. The multigrain atta segment is noted for its higher margins and growing relevance among health-conscious consumers, representing a strategic growth opportunity for AWL Agri Business.
The new product combines eight grains: soy, chana, wheat, maize, fenugreek, oats, barley, and psyllium husk. It offers a balanced nutritional profile, high in protein, fiber, and iron, and includes beta-glucan, a prebiotic supporting gut health. The product is designed for daily consumption, allowing consumers to incorporate multiple health benefits into regular meals without compromising taste or texture.
The multigrain atta is currently available on platforms such as Blinkit, Zepto, Amazon, and Flipkart. AWL Agri Business plans to expand its availability across key urban markets, including Delhi, Mumbai, and Bengaluru, with further expansion to other major cities in India. The company also intends to distribute the product through general trade and modern trade channels in the coming months.
The launch is supported by a digital video commercial and social media amplification, aiming to drive awareness and encourage trials. The campaign positions ‘Fortune Atta with Multigrains’ as a credible choice in the premium value-added flour segment, aligning with evolving consumer preferences for healthier food options.
AWL Agri Business Ltd is one of India’s largest Food & FMCG companies, offering a diverse portfolio of essential kitchen staples, including edible oils, wheat flour, rice, pulses, and sugar. The company’s flagship brand, Fortune, is trusted by over 123 million households. AWL operates 24 manufacturing facilities across 11 states and maintains an extensive supply chain, ensuring widespread accessibility across urban and rural India. The company also serves the HoReCa and institutional sectors and has expanded into the Home & Personal Care segment.