Adani Wilmar forayed into the whole wheat category with its brand Fortune. These pure whole wheat variants of Sharbati, Poorna 1544, Lokwan, and MP Grade 1 will be available in Delhi, Maharashtra, Madhya Pradesh, Gujarat, and Rajasthan under the Fortune brand.
Adani Wilmar will be the only national player in this highly fragmented and commoditized category to provide access to the purest wheat seed of the most premium wheat varieties in the country.
Traditional wheat enthusiast households in the west and north of the country are very selective about their preferred wheat varieties, which they get ground under their supervision in neighbourhood chakki stores.
Adani Wilmar’s Associate Vice President, Marketing and Sales, Vineeth Viswambharan, said that the range of Fortune Whole Wheat varieties will give them just what they are looking for and will stand out for their clearly superior quality and variety assurance. He added a pressing need for genuine and unadulterated whole wheat options.”Our products will deliver a wholesome and unadulterated whole wheat experience to consumers across the country,” he said.