The Italian Association of Milling Industries, ITALMOPA, is promoting European soft wheat flour in India through its “Pure Flour from Europe” campaign as demand for imported varieties grows in the country’s hospitality and bakery sectors.
The association held a presentation in the capital on March 9 and is also participating in AAHAR 2026, the food and hospitality trade fair underway from March 10 to 14 at Pragati Maidan.
Industry representatives said India has emerged as a growing market for imported soft wheat flour, particularly among hotels, restaurants and artisan bakeries seeking specialised flour for products such as pizza, breads and pastries.
According to figures shared by the association, India imported European soft wheat flour worth about €1.7 million in 2024. In the first ten months of 2025 alone, imports had already reached around €2.5 million, exceeding previous annual totals. The figure could cross €3 million by the end of the year if current trends continue.
Italy remains the leading European Union exporter of soft wheat flour to India, with exports expected to reach about €378,000 in 2025.
“India represents a fast-growing market for high-quality European flour,” said Vincenzo Martinelli. He said demand is rising particularly in the hospitality sector despite India being one of the world’s largest producers of wheat and wheat flour.
At the exhibition, representatives from Italian milling companies, including Molini Agugiaro & Figna and Mulino Caputo, are meeting buyers and industry professionals. Demonstrations by Italian chefs are also being held to showcase traditional pizza-making techniques using Italian flour.
Founded in 1958 and headquartered in Rome, ITALMOPA represents more than 80 industrial milling companies in Italy. The association says European milling operations follow strict food safety regulations and traceability systems from wheat selection to distribution.
The campaign comes as India’s hospitality sector continues to expand and international cuisines gain popularity, contributing to growing demand for specialised baking ingredients.
