Adani Wilmar, a renowned FMCG company, made a significant announcement on Friday regarding its expansion into the whole wheat category under its esteemed brand, Fortune. The company has unveiled its plan to introduce a diverse range of high-quality wheat seeds, including Sharbati, Poorna 1544, Lokwan, and MP Grade 1, to cater to the growing demand in this market segment.
According to a statement released by the company, Adani Wilmar has undertaken this initiative with the objective of bolstering its market share and extending its reach to lucrative metro markets, including New Delhi, Mumbai, Pune, Surat, and Ahmedabad. This expansion into these high-value markets aligns with the company’s strategic growth plans and aims to capitalize on the potential opportunities presented by these urban centers.
In order to establish its presence in the whole wheat market, the company plans to obtain wheat seeds from regions renowned for their high-quality Sharbati wheat seeds, such as Sehore in Madhya Pradesh. By sourcing from these areas, the brand aims to procure wheat varieties that adhere to the rigorous specifications set by AWL (All Whole Wheat Lovers).
During the discussion about the upcoming product launch, Vineeth Viswambharan, the Associate Vice President of Marketing & Sales at Adani Wilmar, highlighted the discerning preferences of households in the western and northern regions of the country. These households have specific criteria when it comes to choosing wheat products. Viswambharan emphasized that the brand’s products are designed to meet the expectations of these selective households, referring to them as “connoisseur households.” He reassured these potential customers that the newly launched product would deliver superior quality.
“Traditional wheat connoisseur households in the West & North of the country are very selective about their preferred wheat varieties which they get ground under their supervision in neighbourhood chakki stores. 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,” Viswambharan said.
“There is a pressing need for genuine and unadulterated whole wheat options in the market. Our products will deliver a wholesome and unadulterated whole wheat experience to consumers across the country,” he added.
Before venturing into the whole wheat category, the Fortune brand had established its reputation primarily through its range of edible oil products. Alongside oils, the brand also offered a diverse selection of products including wheat flour, rice, pulses, and sugar.