AWL Agri Business, one of India’s leading 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.
The multigrain atta segment is witnessing strong growth as urban and semi-urban consumers increasingly move beyond conventional chakki atta to nutritionally enhanced alternatives. With higher margins and growing relevance among health-conscious families, the category represents a strategic growth opportunity for AWL Agri Business’ flour portfolio.
Fortune with Multigrains Atta combines the goodness of eight carefully selected grains, including soy, chana, wheat, maize, fenugreek, oats, barley and psyllium husk, offering a balanced nutritional profile. The product, high in protein, fibre and iron, also contains beta-glucan, a known prebiotic that supports gut health. Designed for daily consumption, it enables consumers to add multiple health benefits to regular meals such as rotis, without compromising on taste or texture.
Commenting on the launch, Mukesh Mishra, Joint President, Sales & Marketing from 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.
As part of its integrated launch strategy, the brand will roll out a new digital video commercial (DVC), 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.
With this launch, Fortune continues to evolve its flour portfolio in line with changing consumer preferences, reinforcing its commitment to delivering trusted, high-quality food solutions that combine nutrition, taste and everyday convenience.
