Adani Wilmar expands product range; announces launch of Fortune Premium Sharbati Atta

Fortune Premium Sharbati Atta embodies premium quality and superior taste, owing to the unique agro-climatic conditions and expertise of farmers in Sehore. The dense, golden amber grains produced under these conditions offer unbeatable softness, sweetness, and flavor to rotis, elevating the dining experience.

This atta undergoes a specialized slow grinding technique, ensuring that the taste, aroma, and nutritional benefits of Sharbati wheat are perfectly preserved. By milling at lower temperatures, Fortune Premium Sharbati Atta retains essential nutrients while enhancing flavor, making every roti a wholesome delight.

Fortune Premium Sharbati Atta boasts a higher water absorption rate, resulting in super soft and fluffy rotis that maintain their softness for longer durations. This characteristic enhances the dining experience, offering consumers a delightful and fulfilling mealtime.

Vineeth Viswambharan, Vice President & Business Head, Marketing & Sales, Adani Wilmar, said, “We take immense pride in bringing the enriching taste of the premium Sharbati wheat flour to kitchens across the nation, allowing our consumers to indulge in the irresistible softness and deliciousness of rotis made from our premium atta.

“Sharbati is a variety of wheat known for its unique characteristics, primarily grown in some very specific regions of Madhya Pradesh. The term Sharbati refers to the softness, sweetness, and flavor profile of the grain. Sharbati wheat is prized for its higher protein content and excellent gluten strength, which contribute to the soft and fluffy texture of rotis made from it,” Viswambharan added.

Fortune Premium Sharbati Atta will be available in a convenient pack of 5kg. The product is accessible across e-commerce and q-commerce platforms, modern trade, as well as through traditional retail outlets.

Rooted in values of trust, purity, and premium-ness, the Fortune brand aims to widen its product portfolio and cater to consumers with discerning preferences. With the launch of Fortune Premium Sharbati Atta, Adani Wilmar seeks to increase market share and expand its presence into high-value metro markets in the North & West of India, initially, followed by rest of the country.