Adani Wilmar launches new pulses range under Fortune Pulses brand

Adani Wilmar has rolled out nine different varieties of natural dal under the Fortune Pulses brand, which are said to be sortex-cleaned and unpolished.

The Indian packaged foods fast-moving consumer goods (FMCG) company said that the Fortune brand is dedicated to providing “Wahi Desi Swaad” with its products.

Fortune is aiming to create a solid regional reach through the launch of various pulses that are crafted to meet the needs of consumers’ preferences in Northern and Eastern Indian states, said Adani Wilmar.

The nine types of dals offered by Fortune Pulses include Arhar Dal, Chana Dal, Moong Dal, Kabuli Chana, Masoor Dal, Kala Chana, Rajma Chitra, Sona Moong Dal, and Masoor Malka (Desi).

Adani Wilmar said that it has been continuously expanding its distribution networks across different regions and the presence of products that are regionally tailored within its range will accelerate the process.

Adani Wilmar launches new pulses range under Fortune Pulses brand. Photo courtesy of yilmazfatih from Pixabay.

The variety of pulses offered by Fortune Pulses are low in moisture and are claimed to come from top farms. The whole procedure is designed to ensure that the food is handled by hand using rigorous quality checks that include various hygiene procedures, said the joint venture between the Adani Group and Singapore-based Wilmar Group.

Additionally, the nutri-lock procedure assures the retention of all nutrients, thus making it an ideal solution to provide extra energy and protein for a fit and healthy family.

Introduced in packages of 1kg and 500g, Fortune Pulses will be available through all e-commerce platforms, as well as the most popular stores across India’s Northern as well as Eastern states.

Vineeth Viswambharan — Adani Wilmar Associate Vice President of Marketing & Sales 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.”

Recently, Adani Wilmar expanded its ready-to-cook line-up by launching the Kohinoor Hyderabadi Biryani Kit.