Fortune marks World Poha Day with record-setting Indore event

MUMBAI: Indore woke up to a breakfast bonanza as the city known as India’s Poha Capital turned its favourite morning staple into a record-breaking celebration. AWL Agri Business Limited, through its flagship brand Fortune, marked World Poha Day with a large-scale community event at The Hub, Indore, bringing together food lovers, residents and poha enthusiasts for what became a tribute to one of India’s most beloved breakfast dishes.

At the heart of the celebration was an eye-catching showcase of 100 different varieties of poha, all prepared using Fortune Poha. From traditional regional recipes to inventive modern twists, the display highlighted how a humble plate of flattened rice has evolved into a culinary canvas across Indian households.

But the real crunch came when the event attempted something far bigger than breakfast.

More than 1,000 people gathered simultaneously to eat Fortune Poha, creating one of the country’s largest poha-eating assemblies. The effort culminated in a successful entry into the Golden Book of World Records, giving the iconic dish a milestone moment worthy of its devoted fan base.

The event was led by renowned Indori chef Raju Bhaiya of Utsha, who helped orchestrate the record-setting gathering. Participants sampled a wide range of poha preparations, celebrating both the traditional flavours and contemporary adaptations that have kept the dish relevant across generations.

The festivities extended beyond food. Interactive activities, including Zumba sessions, games and the #FortuneWorldPohaDay online contest, added to the carnival atmosphere. The campaign was supported by extensive pre-event promotions across restaurant screens and LED displays at The Hub, helping build momentum ahead of the celebration.

The choice of Indore was hardly accidental. The city has long been synonymous with poha, with the breakfast staple woven deeply into its culinary identity. Whether paired with jalebi, sev or a squeeze of lemon, poha remains one of the city’s most recognisable cultural symbols.

For Fortune, the event also reflects a growing effort to spotlight traditional Indian food staples at a time when consumers are increasingly embracing regional cuisines and homegrown food heritage. The company said the initiative was aimed at celebrating the communities, traditions and everyday rituals built around poha while drawing attention to quality and hygiene standards in a category that remains largely unorganised.

With 100 varieties on display, more than 1,000 participants and a new world record secured, the celebration transformed an everyday breakfast into a headline-making occasion.

After all, in a country where food often brings people together, few dishes can claim to have united an entire city over a single plate quite like poha.