Atta flour

Atta is an Indian wheat flour used to make most flatbreads, such

as chapatti, roti, naan and purl. Most Atta is milled from hard
wheat varieties, also known as durum wheat that comprise 90%
of the Indian wheat crop, and is more precisely called durum Atta.
Hard wheats have a high gluten content, which provides elasticity,
so doughs made out of Atta flour are strong and can be rolled out
very thin.

Atta is the Hindi or Urdu word for dough; it is used

by metonymy to mean "flour used for baking". Atta refers to the
pulverized whole wheat with brownish white color. In India and
Pakistan a common term used for atta is "chakki atta" which is
mostly used in rural areas. Chakki atta is ground wheat without
any additions or subtractions, and is thus in more natural form.
The word Chakki derives its meaning from traditional Indian way
of grinding wheat in between two stone plates; modern day flour
mills use stone crushers in the flour milling process.

Wheat powder / flour, Atta, Sooji, Maida

In India wheat products like 'wheat powder' or 'wheat flour', 'atta
flour', 'maida flour' and 'sooji' (semolina, also known as 'rava') are
available in the market. There is technical difference between
maida flour and sooji flour in terms of bran content; maida has
negligible bran content. Maida flour is used mainly for
making bhaturas and naan, types of Indian breads similar
to roti or chapati, while sooji is used mainly in the preparation of a
delight "halwa"
The Atta flour found in commerce varies in fiber content from near
0% to 12%. Whole meal (US whole wheat) Atta is obtained from
grinding complete wheat grains. It is creamy brown in color and
quite coarse compared to other types of flour.
Traditionally, Atta is made by stone grinding, a process that
imparts a characteristic aroma and taste to the bread. The
high bran content of whole meal Atta makes it a fiber-rich food.
This may help to regulate blood sugar as well have other health
benefits. The temperatures attained in a chakki (mill or grinder,
traditionally from stone),[3][4] produced by friction, are of the order
of 110125 deg C. At such high temperatures,
the carotenes present in the bran tend to exude the characteristic
roasty smell, and contribute to the sweetness of the Atta.
The various quality control parameters for the atta industry
are ash content, moisture content, acid insoluble ash, water
absorption, alcoholic acidity, granulation profile,
damaged starch and gluten conten

wheat flour is a powder obtained from the grinding of wheat used

for human consumption. There are mainly two techniques of
grinding the wheat to get the flour, stone ground and roller
flourmill. Before the late-80s, wheat flour (atta) was mainly home
grinded or milled through local chakki mills in India. The
homemakers used to buy raw wheat in bulk, clean it by hand,
store it, and milled it using traditional hand driven chakki or bring
some quantity of wheat every week to the local mill or chakki to
grind for meeting their daily needs. Although, the wheat flour
market largely dominated by local chakki mills in India; the
branded packaged wheat flour is emerging rapidly in the country
and breaking the old age traditions. The introduction of new
product variants such as multi-grain atta, fortified atta by the
national/regional players are capitalizing on hygiene and
convenience factors.
This report provides an overview of how the Packaged Wheat
Flour Market in India is breaking the old age tradition with the
relevant figures and estimations regarding the market size and
growth in value and volume, market structure, market across
Indian zones, top cities and in urban and rural India. Further, the
per capita consumption in Urban and Rural India shows the varied
consumption of packaged wheat flour in Chapter - 1. How the
competition is intensified shown in Chapter - 2 with the market
share of various players. Chapter 3 highlights the current
market trends with increased preference for the packaged wheat
flour. Chapter 4 shows who, why, how of the consumers of
packaged wheat flour and gives answer to why it is the choice of
modern consumer. Chapter 5 & 6 deals with major growth drivers
and challenges respectively. How the market is likely to be double
the current size shown in Chapter 8 with future market
projections. Chapter 9 provides information on laws governing
packaged wheat flour in India. Chapter 10 deals with who are the
major players ruling Indian packaged wheat flour market with their
brief profiles.

The market insight is useful for,

Understanding and scanning the Indian market for identifying

market entry and expansion opportunities
Getting insights of right market segments & taping new
market opportunities
Analyzing competition at national level
Developing nation wide marketing strategy and plan

Beneficial to:

Wheat Flour mills, Flour brands, Investors and Venture

Capitalists, Industry Analysts & Consultants, Corporate and
Entrepreneurs, Industry association, Education and Government
Institutes