Adani Wilmar’s Fortune brand has launched a range of nine regionally customized pulses, including Arhar Dal, Moong Dal, and Rajma Chitra, among others. The unpolished, sortex-cleaned range has been designed to meet the hyperlocal tastes of customers in Northern and Eastern states of India.
Commenting on Adani Wilmar’s launch of Fortune Pulses, Mr. Vineeth Viswambharan, Associate Vice President, Marketing & Sales, Adani Wilmar, said, “Our focus is on expanding regional relevance and consumer affinity towards Fortune across India through products adapted to match hyperlocal tastes. It is a step towards gaining the consumer’s trust in our food products and go beyond Fortune’s edible oils. We aim to establish Fortune as a reliable brand for the entire basket of staple foods by providing premium quality, value-for-money products to our customers.”
The protein-rich pulses are available in 500g and 1kg consumer packs via major e-commerce platforms and stores in the targeted regions.
Adani Wilmar Limited (AWL) is one of the largest food FMCG companies in India offering most of the primary kitchen essentials for Indian consumers, including edible oil, wheat flour, rice, pulses and sugar. The company’s products are offered under a diverse range of brands across a broad price spectrum catering to different customer groups.