17th October 2025: Fortune Soya Chunks, India’s favourite protein-rich food brand from AWL Agri Business Ltd (formerly Adani Wilmar Ltd), energized the Pro Kabaddi League (PKL) with engaging on-ground activations that showcase the true power of protein. The unique consumer engagement, took place on October 15 in Delhi, combining the thrill of kabaddi with the strength-building benefits of soya protein. In a country where protein deficiency remains a widespread issue, Fortune Soya Chunks steps in as a wholesome and tasty solution, especially for vegetarians seeking high-quality protein.
At the stall space, children first sampled Fortune Soya Chunks preparations, after which they were gifted superhero capes, symbolizing that they have brought out their ‘andar ka hero’. A few lucky kids were then invited to the centre of the arena for a spirited Tug-of-War challenge, where cape-wearing kids competed over a big box of Fortune Soya Chunks. Having tasted the delicious preparation at the stall, they are now hungry for more and showcase their protein-powered strength in a fun, high-energy battle.
Speaking about the campaign, Mr. Mukesh Mishra, Joint President, Sales & Marketing, AWL Agri Business Ltd, said, “Fortune Soya Chunks has always been synonymous with strength, stamina, and wholesome protein for the entire family. Kabaddi, as a sport, celebrates grit, energy, and resilience, making it a perfect platform for our brand. Through this activation, we aim to inspire families, especially children, to recognize the importance of protein in building strength, both on and off the field.”
According to the ICMR’s revised Dietary Guidelines for Indians, the Recommended Dietary Allowance (RDA) for protein is 54 grams per day for an average adult. This intake is challenging to achieve through traditional Indian diets, especially for vegetarians.
Indian Market Research Bureau (IMRB) Study (2017) revealed that 73% of Indian diets are protein-deficient, with 84% of vegetarian diets and 65% of non-vegetarian diets falling short of adequate protein intake
Incorporating a handful of soya chunks into daily meals can significantly contribute to meeting this requirement. With approximately 52% protein content, soya chunks are an excellent source protein. Regular consumption can support muscle maintenance, enhance immunity, and promote overall well-being.
The campaign also emphasizes Fortune Soya Chunks’ nutritional value, highlighting that it offers 15x more protein than milk, making it one of the richest vegetarian sources of strength and energy. This key benefit has been consistently across the brand’s videos and activations.
With its theme of ‘Fortune Soya Chunks Khao, Andar ka Hero Jagao’, the association with the Pro Kabaddi League aims to inspire millions of sports fans and families to make protein-rich choices in their everyday meals and unlock their inner hero.