Adani Wilmar, one of India’s leading Food & FMCG companies, announces its participation in the historic 144th Maha Kumbh Mela 2025 at Prayagraj. Through its flagship brand Fortune, it is creating meaningful connections with millions of devotees through thoughtfully designed experiences that honour tradition and spirituality.
Fortune’s presence at this sacred gathering features several carefully curated initiatives aligning with their philosophy of ‘Ghar ka khana, ghar ka khana hota hai’:
The Fortune Zone: A premium 300 sq ft space strategically located for maximum visibility, featuring three distinct sections:
- A dedicated area where women devotees prepare special Fortune Food Boxes
- A traditional laddu-making section
- A sales and display zone featuring Fortune Chakki Fresh Atta and other products
Fortune Food Box Programme: A unique community initiative where women devotees prepare 2,000 special meal boxes daily, containing Fortune-branded roti, dal, soya sabji, and traditional laddoos. These boxes are distributed in special ceremonies to pilgrims and Kumbh officials.
Brand Visibility: A striking 20-foot 3D installation of Fortune Soya Health Oil at one of the Mela's busiest intersections, complemented by extensive branding through gates, hoardings, wall wraps, and auto and e-rickshaw branding.
Special Promotions: Customers purchasing Fortune products worth Rs. 1,000 or above receive a complimentary Fortune-branded chakla (rolling pin), connecting traditional cooking methods with modern quality.
The festival, running from 10th January to 28th February 2025, includes significant dates such as Makar Sankranti (14th January), Basant Panchami (3rd February), and Mahashivratri (26th February). Fortune’s presence throughout this period demonstrates its commitment to India’s cultural heritage, following its successful participation in the Ram Mandir consecration at Ayodhya last year.
The brand has also established dedicated zones for its Alife Handwash products, emphasising the importance of hygiene and wellness for the millions of pilgrims attending this sacred gathering.
