Adani Wilmar Limited (AWL), one of the leading Food and FMCG business and a growing edible oil producer in India, has announced the launch of Fortune Pehli Dhaar, First-Pressed Mustard Oil. This launch will not only expand the mustard oil category but offer a premium product which will cater to the people that demands authentic taste, purity, and tradition.
The launch of the Fortunes first-pressed mustard oil takes consumers back to the original essence of the product, which has been extracted using the traditional wooden kolhu technique made with the finest, high-quality mustard seeds sourced from Rajasthan. The gentle pressing process retains and preserves the oil’s natural essentials, resulting in an unparalleled richness in every single drop and consumers can experience an explosion of mustard aroma, a deep, natural color, and a taste that enhances the cooking experience.
Fortune Pehli Dhaar First-Pressed Oil meets Fortune’s core brand values of nurturing traditions and embodying the spirit of India. Through this product, which is made using the traditional age-old process, the company wants to also emphasize the importance of purity and authenticity, thereby expanding the culinary experience of its consumers.
“We are thrilled to introduce Fortune Pehli Dhaar First-Pressed Mustard Oil, a product that redefines the mustard oil experience for Indian consumers. In today’s era of high-speed mass manufacturing, our product stands in complete contrast, offering a cooking oil made using a slow and traditional process that preserves its great taste, rich aroma.”
Vineeth Viswambharan, Associate Vice President, Marketing & Sales, Adani Wilmar
Fortune Pehli Dhaar caters to the discerning palates of its valued customers, offering an unparalleled return to authentic flavor. A comprehensive marketing campaign has been planned for Fortune Pehli Dhaar First-Pressed Mustard Oil, which will leverage print and digital channels. The product will be made available in convenient 1L PET bottles and pouches across various sales channels such as general trade, modern format stores, and e-commerce across Delhi NCR, Kolkata, Lucknow, Mumbai, and Bengaluru.