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Fortune celebrates ‘Pakko Gujarati’ spirit with Cottonlite festive pack for Uttarayan
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Tuesday, 30 December, 2025, 14 : 00 PM [IST]
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Our Bureau, Mumbai
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As Gujarat gears up for Uttarayan a festival synonymous with colourful kites, family bonding and indulgent food AWL Agri Business Limited has rolled out a special initiative to celebrate the state’s rich culinary heritage. The company announced the launch of its ‘Pakko Gujarati’ campaign along with a specially designed Fortune Cottonlite refined cottonseed oil festive pack, created to honour Gujarat’s deep-rooted food traditions.
The campaign was unveiled at an on-ground event in Ahmedabad, marked by the presence of legendary Gujarati theatre and film personality Siddharth Randeria. Strengthening the cultural connect further, the brand has also onboarded popular Gujarati icons Apara Mehta, Tiku Talsania and Puja Joshi, who embody the warmth, authenticity and food-loving nature of a true ‘Pakko Gujarati’.
Commenting on the launch, Mukesh Mishra, Joint President – Sales & Marketing, AWL Agri Business Limited, said that Gujarat holds a special place for the company as its home state. He noted that the pride Gujaratis take in uncompromising taste and food quality is deeply intertwined with their culture, especially during festivals like Uttarayan when kitchens become the heart of family celebrations.
The limited-edition Uttarayan festive pack features a vibrant, hyperlocal design inspired by Gujarati motifs and festival elements, reflecting Fortune’s focus on celebrating regional traditions in a meaningful way. Through this initiative, the brand aims to deepen its emotional connect with Gujarati households by acknowledging their everyday cooking habits, festive rituals and cultural pride.
For generations, cottonseed oil has been a staple in Gujarati kitchens, valued for both daily cooking and festive preparations such as undhiyu, puris and jalebi. Fortune Cottonlite Refined Cottonseed Oil is crafted to suit these preferences and contains tokko-ferol, a natural antioxidant that helps retain the freshness of cooked food for longer.
The ‘Pakko Gujarati’ campaign will be amplified through an integrated promotional rollout across regional television, digital platforms, radio jingles in Gujarati, outdoor media, influencer collaborations and in-store activations across key markets in Gujarat. The festive pack will be available across the state for a limited period during the Uttarayan season.
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