Fortune brings the spirit of 'Pakko Gujarati' to kitchens with their Fortune Cottonlite Festive Pack for Uttarayan

As Uttarayan approaches, homes across Gujarat are gearing up for a season filled with colourful kites, togetherness and food that brings families together. From undhiyu to crisp puris and jalebi, the festival is as much about flavours as it is about celebration. Marking this special occasion, AWL Agri Business Limited announced the launch of its 'Pakko Gujarati' campaign, along with a specially designed Fortune Cottonlite Refined Cottonseed Oil Festive Pack, created to celebrate Gujarat's rich food culture and cooking traditions.

The campaign was unveiled at an on-ground event in Ahmedabad, where the festive pack was launched in the presence of legendary Gujarati theatre and film personality Siddharth Randeria. As part of the 'Pakko Gujarati' campaign, popular cultural icons Apara Mehta, Tiku Talsania and Puja Joshi have also been onboarded. Deeply rooted in Gujarati culture, these familiar faces embody the true spirit of a 'Pakko Gujarati' warm, grounded, food-loving and proudly connected to tradition.

Commenting on the launch, Mukesh Mishra, Joint President - Sales & Marketing, AWL Agri Business Limited, said, "As a company headquartered in Gujarat, our relationship with the state is deeply personal. For us, Gujarat isn't just a market it's home, and we've grown up witnessing how a 'Pakko Gujarati' takes immense pride in the uncompromising taste of their kitchen, reflecting their strong culture. Food is a common thread that brings families together, especially during festivals like Uttarayan. Through the 'Pakko Gujarati' campaign and the Fortune Cottonlite festive pack, we are celebrating that bond and strengthening our connect with Gujarati households in a way that feels authentic."

The Uttarayan festive pack features a vibrant, hyperlocal design inspired by Gujarati culture and festival motifs, reflecting Fortune's effort to celebrate local traditions in a meaningful and authentic manner. Through this initiative, the brand aims to deepen its emotional connect with Gujarati households by recognising their everyday food habits, cultural pride and festive rituals.

For generations, cottonseed oil has been an integral part of Gujarati kitchens, valued for its suitability for both daily cooking and festive preparations. Fortune Cottonlite Refined Cottonseed Oil has been developed keeping these preferences in mind. The oil includes tokko-ferol, a natural antioxidant that helps retain the freshness of cooked food for longer durations.

The 'Pakko Gujarati' campaign reinforces Fortune's belief that food lies at the heart of Gujarati culture and everyday life. Being a 'Pakko Gujarati' goes beyond language or geography-it represents pride in tradition, strong food preferences and deeply held family values. The campaign is being amplified through an integrated promotional rollout including regional television and digital films, a Gujarati jingle across radio and music streaming platforms, outdoor visibility, influencer collaborations and in-store activations across key markets in Gujarat.

The Fortune Cottonlite Refined Cottonseed Oil festive pack will be available across Gujarat for a limited period during the Uttarayan season.

Shares of AWL Agri Business Limited was last trading in BSE at Rs. 237.00 as compared to the previous close of Rs. 237.15. The total number of shares traded during the day was 108859 in over 3173 trades.

The stock hit an intraday high of Rs. 237.75 and intraday low of 235.50. The net turnover during the day was Rs. 25740242.00.

Source : Equity Bulls

Keywords

AWLAgriBusiness INE699H01024 EdibleOil Uttarayan PakkoGujarati FortuneCottonlite FestivePack