The Italian Association of Milling Industries, ITALMOPA, has returned to India with its European promotional campaign “Pure Flour from Europe”, highlighting the quality, safety and performance of premium European and Italian soft wheat flour amid rising demand in the Indian market.
The initiative includes an exclusive presentation held on 9 March at Le Méridien New Delhi and participation at AAHAR 2026 from 10–14 March at Pragati Maidan. Through the campaign, the association aims to engage chefs, bakers and food industry professionals while showcasing the advantages of high-quality European soft wheat flour.
India emerging as a high-growth market for imported flour
India is witnessing steady growth in demand for imported soft wheat flour, particularly from the hospitality and artisanal baking sectors. According to industry estimates, imports reached €1.7 million in 2024, the third-highest level ever recorded.
The growth momentum has accelerated further in 2025. In the first ten months of 2025 alone, imports touched €2.5 million, already surpassing previous annual figures. Market forecasts indicate that imports could exceed €3 million by the end of 2025, marking a historic high for the category.
Italy continues to play a leading role in this trade corridor and remains the largest exporter of soft wheat flour from the European Union to India, with exports projected to reach around €378,000 in 2025.
“India represents a strategic and fast-growing market for high-quality European flour,” said Vincenzo Martinelli, President of ITALMOPA. “Although India is one of the world’s largest producers of soft wheat flour, we are witnessing increasing demand for premium imported products, particularly within the hospitality sector. The current growth trajectory confirms the significant long-term potential of this market.”
Showcasing premium European flour standards
Through the “Pure Flour from Europe” campaign, ITALMOPA aims to raise awareness about the superior characteristics of European soft wheat flour, especially Italian flour, which is widely recognised for its:
- Consistent baking performance
- Excellent elasticity and dough stability
- High food safety standards
- Full traceability
- Sustainable production practices
Italian soft wheat flour is widely used in authentic preparations such as Neapolitan pizza, focaccia, artisan breads, pastries and fresh pasta, where flour quality plays a critical role in achieving the right texture and structure.
Strict quality and sustainability standards
Founded in 1958 and headquartered in Rome, ITALMOPA represents more than 80 industrial milling companies across Italy, making it the largest flour milling association in the European Union. The European milling sector operates under stringent food safety regulations, with rigorous quality checks beginning from wheat selection and continuing throughout the milling and distribution process through fully computerised traceability systems.
Thousands of analytical tests and cross-checks are conducted annually by accredited laboratories to ensure compliance with EU standards. The industry is also investing in sustainability initiatives such as energy efficiency, emissions reduction and responsible by-product utilisation.
Live demonstrations at AAHAR 2026
Visitors to AAHAR 2026 can explore the “Pure Flour from Europe” campaign at Booth 13B, Hall 1G, where leading Italian milling companies including Molini Agugiaro & Figna and Mulino Caputo will showcase their products.
Live culinary demonstrations will also be conducted by Italian master chefs Giuseppe Ottolano and Riccardo Scaioli, who will prepare authentic Neapolitan pizza and pizza in pala using premium Italian flour, offering visitors a first-hand experience of its baking performance.
Boost to EU–India agri-food trade
The campaign also reflects strengthening agri-food trade ties between the European Union and India. With negotiations on a landmark free trade agreement progressing, industry stakeholders expect greater opportunities for high-quality European food products in the Indian market.
With India’s rapidly expanding hospitality industry and increasing consumer interest in international cuisines, Italian soft wheat flour is expected to gain further traction among chefs, bakers and food businesses seeking authenticity, consistency and premium quality ingredients.
