AWL Agri Business Launches ‘Fortune Atta with Multigrains’ for Health-Conscious Consumers

Hyderabad: AWL Agri Business, a premier integrated agri-business entity in India, has further solidified its position in the value-added foods market with the introduction of Fortune Atta with Multigrains. This strategic move follows the brand’s successful entry into the premium segment with Fortune Premium Sharbati Atta and aims to capture the rapidly expanding multigrain category.

The launch is tailored for households seeking nutritionally enriched staples that align with traditional dietary habits. As urban and semi-urban consumers shift from conventional chakki atta toward healthier alternatives, the multigrain segment has emerged as a high-growth, high-margin opportunity for the company’s diverse flour portfolio.

A Powerhouse of Eight Grains
The new variant is formulated with a blend of eight meticulously selected grains:

Wheat, Soy, and Chana

Maize, Fenugreek, and Barley

Oats and Psyllium Husk

This combination delivers a balanced nutritional profile rich in protein, fiber, and iron. Notably, the product contains beta-glucan, a recognized prebiotic that promotes gut health. Engineered for daily use, Fortune Atta with Multigrains allows consumers to enhance the health quotient of everyday meals like rotis without sacrificing the familiar taste or soft texture.

Bridging Health and Tradition
Mukesh Mishra, Joint President, Sales & Marketing at AWL Agri Business, highlighted the brand’s consumer-centric approach during the launch.

“With Fortune Chakki Fresh Atta already holding the No. 2 position in India, we have established a legacy of trust and quality. As consumers become more mindful of nutritional quality, ‘Fortune Atta with Multigrains’ will bridge the gap between health and habit. This launch is a pivotal step in strengthening our premium flour portfolio and catering to the discerning, health-conscious individual.”

Strategic Distribution and Marketing
The product is currently available in a 5-kg consumer pack on leading quick-commerce and e-commerce platforms, including Blinkit, Zepto, Amazon, and Flipkart, across select metro areas.

AWL Agri Business intends to fast-track availability in major urban hubs like Delhi, Mumbai, and Bengaluru, before expanding to other Tier-1 cities. In the coming months, the distribution network will be further scaled through general trade and modern trade channels.

To support the launch, the brand is rolling out an integrated marketing campaign featuring:

• A new Digital Video Commercial (DVC).
• Extensive social media amplification.
• Collaborations with prominent health and food influencers.

The campaign is designed to drive awareness and encourage trial, positioning the new variant as a credible leader in the premium value-added flour segment. With this addition, Fortune reaffirms its commitment to delivering high-quality food solutions that balance nutrition, convenience, and superior taste.