Fortune CottonLite Oil Ignites Uttarayan Magic
The Specially Designed Fortune CottonLite Refined Cottonseed Oil Festive Pack Celebrates Gujarat’s Food Culture.
A unique festive pack of Fortune CottonLite Refined Cottonseed Oil for Uttarayan has been introduced by Fortune. It is based on the feeling of warmth and pride that comes with being “Pakka Gujarati.” By respecting Gujarati cuisine, culture, and festival customs in a straightforward yet significant way, the organisation hopes to establish a connection with Gujarati families.
Just before Uttarayan, when kitchens are bustling from dawn to dusk, the new festive bundle has been specially created to commemorate Gujarat’s unique culinary tradition. The pack features vibrant colours and regional themes so that customers can quickly identify it on shelves and feel as though it represents their own culture and joyous atmosphere. It focuses on ordinary Gujarati cooking, where a dependable and delicious oil is necessary for deep-fried snacks, family meals, and festival foods.
This pack and the “Pakka Gujarati” campaign were unveiled at an on-ground event in Ahmedabad, which is also a key market for cottonseed oil in India. The launch event helped the brand speak directly to consumers, shopkeepers and the local media, showing that the company takes Gujarat seriously as both a home base and a key food market. Public events like this keep the campaign rooted in the community and not only on screens.
At the centre of the launch was respected Gujarati theatre and film actor-director Siddharth Randeria, who revealed the festive pack to the audience. His long career and strong connection with Gujarati family audiences make him a natural face for a campaign that talks about home, food and culture. His presence also signals that the brand wishes to speak to all age groups, from older theatre lovers to younger film and TV viewers.
Along with him, well-known Gujarati personalities Apara Mehta, Tiku Talsania and Pooja Joshi are also associated with the “Pakka Gujarati” campaign. These familiar faces bring in viewers from television, cinema and theatre, helping the message reach a wide range of Gujarati households. By choosing local stars rather than only national celebrities, the brand underlines that this campaign is truly rooted in Gujarat.
Adani Wilmar’s agri business arm, now known as AWL Agri Business Limited, has shaped this campaign to match the pride Gujaratis feel in their food and festivals. The company is headquartered in Gujarat, and a large share of India’s cottonseed oil is produced and consumed in this state, which makes the connection even stronger. For the company, Gujarat is not just another market but also home turf where its brands have grown with local consumers over the years.
Joint President – Sales and Marketing, Mukesh Mishra, has highlighted that for the company, food is about more than taste; it is about family bonds and shared memories, especially during festivals like Uttarayan. He has also stressed that a “Pakka Gujarati” takes pride in the flavours of the home kitchen, which reflect long-standing traditions and recipes passed down through generations. This view supports the idea that a cooking oil brand in Gujarat must show respect for tradition while fitting into modern kitchens.
The Uttarayan festive pack carries a vibrant, hyperlocal design with elements that mirror Gujarati culture and festival energy. Such design choices help the product stand out among many edible oils and remind shoppers of kites, snacks and family gatherings linked to Uttarayan. It is a visual way of saying that the brand understands local customs and wants to be part of those celebrations.
Through this campaign, the brand aims to better understand and support Gujarati food habits, cultural pride and ways of celebration, from simple daily meals to big festival feasts. The message is clear: Fortune wants to be present not only in restaurants and shops but at the heart of the home kitchen, where most decisions about oil are made. By doing so, the company hopes to deepen its emotional connection with families and not just talk about price or promotions.
Cottonseed oil has been an important part of Gujarati kitchens for generations, used in both everyday cooking and festive dishes. Studies and industry reports show that cottonseed oil is widely consumed in Gujarat, especially among middle-class and upper-middle-class families who prefer it for frying and snacks. Its neutral taste and ability to handle high temperatures make it suitable for items like puris, farsan and sweets.
Fortune CottonLite Refined Cottonseed Oil has been developed keeping these local tastes and habits in mind. The oil is designed for everyday Indian cooking and is particularly suited for deep-frying, where a high smoke point and stability are important for both taste and safety. Retail descriptions and company information highlight that it is light in texture and aims to deliver crisp, tasty food without overpowering the natural flavour of ingredients.
The oil contains tocopherols, often written on packs as “tokko-ferol”, which are natural antioxidants that help keep food fresh for longer. Tocopherols, a form of vitamin E, are known to slow down oxidation in oils and cooked food, which helps maintain flavour and quality during long cooking or storage. This feature is useful for kitchens that prepare snacks and sweets in advance for guests during busy festival days.
The “Pakka Gujarati” campaign builds on Fortune’s belief that food sits at the heart of Gujarati culture and everyday life. It says that being “Pakka Gujarati” is not only about speaking Gujarati or living in the state, but also about pride in tradition, firm food choices and strong family values. This idea fits with how many Gujarati families treat food as a way to show love, offer hospitality and keep cultural practices alive.
To reach people across the state, the campaign uses a wide mix of media, including regional television ads, digital films, Gujarati radio and music jingles, outdoor hoardings and social media influencers. In-store activations in key markets across Gujarat are also planned so shoppers can see the festive pack, sample products or join small activities when they visit shops. This kind of integrated plan helps the campaign stay visible on screens, on the streets and inside stores at the same time.
The Fortune CottonLite Refined Cottonseed Oil festive pack will be sold across Gujarat for a limited period during the Uttarayan season. By keeping it time-bound, the brand increases the sense of urgency for shoppers and ties the pack closely to the festival in people’s minds. For many Gujarati homes, this could become part of their seasonal shopping list as they get ready for kites, guests and long days in the kitchen.
