We have launched Fresh Whole Wheat atta, rich in natural fibre from the whole grain. Expect more value-added, health-focused variants as we evolve with consumer preferences.

Rice may still rule our plates, but flour is fast becoming the star of Bangladeshi kitchens. From bread and biscuits to rotis and parathas, flour-based meals have gone from occasional to everyday. Yet a simple choice hides in plain sight: do you reach for whole wheat (red/brown) flour or refined white flour? The answer matters more than you think.

From breakfast tables to bakery shelves, wheat has kept us fed for over 10,000 years. First cultivated in ancient Mesopotamia, it now drives global trade and fuels a Tk 16,000 crore industry in Bangladesh. But wheat isn’t just about food, it also moonlights as glue for posters, book bindings, and even kids’ crafts. A humble grain with an extraordinary reach.

The wheat and flour market in Bangladesh is growing steadily, driven by urbanisation, rising incomes, and changing food habits.

Bangladesh’s appetite for wheat has grown steadily over the past decade, driven by shifting dietary preferences, expanding urban lifestyles, health concerns, and comparatively lower global prices.

Bangladesh’s wheat story involves both growth and risk. On the one hand, urbanisation and rising incomes have made flour-based foods part of daily life, turning the industry into a multi-million-tonne giant.