- Fortune launches Uttarayan-exclusive Cottonlite festive pack rooted in Gujarati food traditions
- ‘Pakko Gujarati’ campaign blends heritage flavours with modern, automated edible oil production
- Dr Siddharth Randeria champions tradition backed by technology and trust
- Cottonseed oil’s freshness, antioxidants and high-heat stability spotlighted for festive cooking
- Integrated multimedia campaign deepens Fortune’s emotional connect with Gujarati households
R MANICKAVASAGAM
AHMEDABAD, DEC 29
As Uttarayan approaches, Gujarati homes are abuzz with colourful kites, family gatherings and food that defines togetherness. From steaming undhiyu to crisp puris, jalebis and snacks, the festival is inseparable from flavour and tradition. Marking the 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, celebrating Gujarat’s deep-rooted culinary legacy.
The festive pack was unveiled at an on-ground event in Ahmedabad in the presence of iconic Gujarati theatre and film personality Dr Siddharth Randeria, lending cultural gravitas and authenticity to the campaign. Popular cultural faces Apara Mehta, Tiku Talsania and Puja Joshi have also been onboarded, embodying the warmth, food-loving spirit and rooted pride that defines a true ‘Pakko Gujarati’.
Speaking at the launch, Dr Siddharth Randeria strongly endorsed the product’s blend of tradition and modernity, saying, “Gujarati food has always stood for purity, consistency and uncompromised taste. What gives me confidence in Fortune Cottonlite is that it respects our traditional cooking practices while being produced in highly automated, world-class facilities. Today’s homemaker wants trust, hygiene and quality—and when that comes through advanced technology without disturbing the soul of our food, it deserves to be in every Gujarati kitchen.”
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 motifs, kites and festive colours, reinforcing Fortune’s commitment to celebrating regional culture in a meaningful way. The initiative aims to deepen emotional bonds with households by acknowledging everyday food habits, cultural pride and festive rituals.
For generations, cottonseed oil has been a staple in Gujarati kitchens, valued for its versatility across daily meals and festive feasts. Fortune Cottonlite Refined Cottonseed Oil is formulated to match these preferences and includes tocopherols, natural antioxidants that help retain freshness and taste for longer durations. Its high smoke point and neutral flavour make it suitable for high-heat cooking, frying and festive preparations.
The ‘Pakko Gujarati’ campaign reinforces Fortune’s belief that food lies at the heart of Gujarati identity. Being ‘Pakko Gujarati’ goes beyond language—it reflects pride in tradition, strong food preferences and family-centric values. The campaign is being amplified through regional TV and digital films, a Gujarati jingle across radio and music streaming platforms, outdoor visibility, influencer collaborations and in-store activations across Gujarat.
The Fortune Cottonlite Refined Cottonseed Oil festive pack will be available across Gujarat for a limited period during the Uttarayan season, with a TV commercial slated to go live shortly.
Why Fortune Cottonlite fits the Gujarati Kitchen
- Balanced Fat Profile: Fortune Cottonlite Refined Cottonseed Oil contains a healthy mix of polyunsaturated and monounsaturated fats, which support heart health when consumed as part of a balanced diet.
- Rich in Vitamin E: Naturally contains tocopherols (Vitamin E)—powerful antioxidants that help protect cells from oxidative stress and support overall wellness.
- High Smoke Point: Its high smoke point makes it ideal for high-heat cooking, deep frying and festive preparations like puris, farsan and snacks, without breaking down easily.
- Neutral Taste: The oil’s light texture and neutral flavour ensure that the authentic taste of Gujarati dishes—from undhiyu to shaak—remains intact.
- Freshness Retention: Antioxidant properties help retain freshness and taste of cooked food for longer durations, especially important during festive cooking.
- Everyday & Festive Use: Suitable for both daily meals and special occasions, making it a versatile cooking oil for modern households.
