Sree Sai Roller Flour Mills Expands Retail Portfolio with Launch of MINAR Fortified Protein Plus MultiGrain Atta

Sree Sai Roller Flour Mills Pvt. Ltd. (SSRFM), a leading name in India’s wheat milling industry for over three decades, has announced the launch of MINAR Fortified Protein Plus MultiGrain Atta, its most nutritionally advanced flour to date. The launch marks a significant step in the company’s retail growth strategy, bringing its deep expertise in grain processing directly to consumers through a health-focused everyday staple.

The product was unveiled in Hyderabad in the presence of film actress Shriya Saran and brand ambassador Chef Sanjay Thumma, signaling SSRFM’s accelerated entry into the Health & Lifestyle foods segment. With this addition to its MINAR brand portfolio, the company aims to redefine the daily roti by enhancing it with functional nutrition tailored for modern, health-conscious households.

Positioned as the “gold standard” within the MINAR range, Fortified Protein Plus MultiGrain Atta is designed to bridge traditional diets with functional wellness. The product delivers up to 50% higher protein than regular wheat flour, with just three rotis providing nearly one-third of an adult’s daily protein requirement. It is made from a scientifically developed blend of premium Sharbati wheat, soy, maize, and chana, further enhanced with plant-based protein isolates from soy, pea, and brown rice. In addition, the atta is fortified with essential micronutrients including Iron, Folic Acid, Vitamin B12, Zinc, and Vitamin A to help address micronutrient deficiencies and support immunity.

Commenting on the launch, Ramprakash Nagori, Managing Director, Sree Sai Roller Flour Mills, said the new product reflects the company’s evolving understanding of consumer needs. “After 30 years in the industry, we know that consumers today are looking for more than just flour. By strengthening our portfolio with this premium, nutrition-forward variant, we are working to make meaningful nutrition accessible to everyday Indian kitchens,” he said.

Aditya Bansal, Executive Director, SSRFM, highlighted the research-led approach behind the product. “This launch is the outcome of extensive R&D by our food technologists focused on high-protein diets. It offers a simple way to improve nutrient intake without changing eating habits, especially for growing children, working professionals, and fitness enthusiasts,” he noted.

Monojit Indra, Senior Practice Leader at TechnoServe and Program Lead, Millers for Nutrition Asia, emphasized the broader nutrition impact of such innovations. He said fortified staples like wheat flour offer a powerful opportunity to address protein gaps and micronutrient deficiencies at scale, adding that initiatives such as MINAR Fortified Protein Plus MultiGrain Atta demonstrate how scientific formulation and everyday accessibility can come together to reduce hidden hunger.

Echoing this perspective, Abhishek Shukla, Country Program Manager, Millers for Nutrition, India, said staple food fortification remains one of the most effective strategies to tackle micronutrient deficiencies across populations. He noted that nutrition-focused innovations led by millers can play a critical role in improving community health outcomes across India.

MINAR Fortified Protein Plus MultiGrain Atta will be available in 1 kg packs across grocery stores, supermarkets, and e-commerce platforms. The rollout will initially focus on Hyderabad, Telangana, and southern markets, followed by a phased expansion nationwide. While positioned at a slight premium to regular atta, the product is designed to remain accessible while offering enhanced nutritional benefits.