AWL Agri Business Limited has officially announced the launch of its 'Pakko Gujarati' campaign featuring the Fortune Cottonlite Refined Cottonseed Oil festive pack, designed specifically for the Uttarayan festival. The campaign represents a strategic initiative to connect with Gujarati consumers through culturally relevant marketing and celebrates the state's rich food traditions.

Celebrity Endorsements and Campaign Launch

The campaign was unveiled at an on-ground event in Ahmedabad, attended by legendary Gujarati theatre and film personality Siddharth Randeria. The company has expanded its celebrity endorsements by onboarding popular cultural icons Apara Mehta, Tiku Talsania, and Puja Joshi as part of the 'Pakko Gujarati' campaign. These familiar faces embody the true spirit of a 'Pakko Gujarati' - warm, grounded, food-loving, and proudly connected to tradition.

Product Features and Market Positioning

The Fortune Cottonlite Refined Cottonseed Oil festive pack features a vibrant, hyperlocal design inspired by Gujarati culture and festival motifs. The oil includes tokko-ferol, a natural antioxidant that helps retain the freshness of cooked food for longer durations. The product is specifically designed for everyday Indian cooking, particularly suited for deep-frying, catering to traditional Gujarati cooking preferences.

Management Commentary

Mukesh Mishra, Joint President – Sales & Marketing, AWL Agri Business Limited, commented on the launch: "As a company headquartered in Gujarat, our relationship with the state is deeply personal. For us, Gujarat isn't just a market it's home, and we've grown up witnessing how a 'Pakko Gujarati' takes immense pride in the uncompromising taste of their kitchen, reflecting their strong culture."

Marketing Strategy and Availability

The campaign is being amplified through an integrated promotional rollout including regional television and digital films, a Gujarati jingle across radio and music streaming platforms, outdoor visibility, influencer collaborations, and in-store activations across key markets in Gujarat. The Fortune Cottonlite Refined Cottonseed Oil festive pack will be available across Gujarat for a limited period during the Uttarayan season.

AWL Agri Business Limited has received multiple penalty orders from tax authorities across different states, with the latest being a ₹35.02 lakh penalty from Uttar Pradesh authorities. The company disclosed the most recent penalty order to stock exchanges on December 24, 2025, following an earlier penalty of ₹94.11 lakh from Odisha tax authorities disclosed on December 12, 2025.

Latest Penalty from Uttar Pradesh

The company received a penalty order of ₹35.02 lakh from the Office of the Joint Commissioner, Corporate Circle, Lucknow, Uttar Pradesh. The penalty was imposed under Section 73 of the Uttar Pradesh Goods & Service Tax Act, 2017, with the order dated December 23, 2025, and received by the company on the same day.

Nature of Violations

The latest penalty from Uttar Pradesh authorities relates to a demand order disallowing Input Tax Credit (ITC) on account of reconciliation differences with GSTR 2A and matters concerning eligibility under Section 17(5) of the CGST Act. This differs from the earlier Odisha penalty, which was issued for alleged excess refund under Section 54 of the CGST Act.

Company's Response Strategy

AWL Agri Business has indicated it plans to challenge both penalty orders through appropriate legal channels. The company stated it is taking appropriate steps to appeal against the penalty orders before the appropriate authorities, demonstrating a consistent approach to contesting these regulatory actions.

Financial Impact Assessment

Regarding the cumulative financial impact of ₹1.29 crore in penalties, the company has assessed that it does not foresee any material impact on its financial, operational, or other activities. This assessment suggests the company's confidence that these penalties, while significant in absolute terms, will not substantially affect its overall business operations or financial performance.

Regulatory Compliance and Disclosure

Both disclosures were made in accordance with Regulation 30 of the SEBI (Listing Obligations and Disclosure Requirements) Regulations, 2015, and SEBI Circular No. SEBI/HO/CFO/CFD-PoD1/P/CIR/2023/123 dated July 13, 2023. Company Secretary Darshil Lakhia signed both disclosure documents, ensuring proper corporate governance protocols were followed in communicating these developments to stakeholders and the investing public.