Core Philosophy and "Chakki Fresh" Concept:
100% Atta, 0% Maida: This is one of Fortune Chakki Fresh Atta's primary claims. It means the product is entirely whole wheat flour, with no refined wheat flour (maida) mixed in. This appeals to health-conscious consumers looking for whole grain benefits.
Traditional Chakki Process: The term "Chakki Fresh" refers to the traditional stone-grinding method used to mill the wheat grains. This slow grinding process is believed to retain more of the wheat kernel's nutrients, including the bran and germ, which are rich in fiber, vitamins, and minerals. Unlike high-speed roller mills that can generate heat and strip away nutrients, the chakki process aims to preserve the natural goodness and flavor of the wheat.
"Ghar ka Khana" Complement: Fortune positions its atta as the perfect complement to homemade Indian meals, emphasizing its role in creating soft, fluffy, and flavorful rotis that evoke the taste of home.
Key Characteristics and Benefits:
Soft & Fluffy Rotis: A consistent promise from Fortune Chakki Fresh Atta is that it yields rotis that are exceptionally soft, fluffy, and remain so for a longer time, even after cooking. This is a crucial factor for Indian households.
Rich in Dietary Fiber: Due to being 100% whole wheat flour and retaining the bran, it is a good source of dietary fiber, which is essential for healthy digestion, bowel regularity, and can help in managing blood sugar and cholesterol levels.
Nutrient-Rich: The traditional milling process helps preserve essential nutrients found in wheat, including B vitamins (like B1 for glucose metabolism), iron, and magnesium. Some claims also highlight the presence of antioxidants.
Natural Taste and Aroma: Consumers often describe rotis made from Fortune Chakki Fresh Atta as having a superior quality taste and a mesmerizing aroma, reflecting the natural flavor of well-ground whole wheat.
Hygienically Processed and Packed: Fortune ensures that the wheat is handpicked from India's finest wheat fields and then hygienically processed and packed to maintain its freshness and quality.
Versatile Use: While primarily used for rotis and chapatis, it can also be used to prepare other Indian breads like parathas and puris, as well as sweets and savories like atta halwa or atta laddoo.
Aids in Digestion: The fiber content actively supports healthy digestion and can help prevent common digestive issues.
Convenient Packaging: It is widely available in various pack sizes (e.g., 1kg, 5kg, 10kg) to cater to different household needs.
Ingredients:
Simply Whole Wheat Flour.
In summary, Fortune Chakki Fresh Atta is marketed as a wholesome, nutritious, and authentic whole wheat flour that delivers on the promise of soft, fluffy, and flavorful rotis, making it a staple in Indian kitchens.
