ITALMOPA, the Italian Association of Milling Industries, returns to India with its European campaign “Pure Flour from Europe”, highlighting the quality, safety and performance of premium EU and Italian soft wheat flour.
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A group picture showing event organizers, culinary professionals, influencers, and guests
The association hosted an exclusive presentation on 9 March 2026 at Le Méridien New Delhi, followed by participation at AAHAR 2026 from 10-14 March at Pragati Maidan. The initiative comes at a time of strong growth in India’s imports of European soft wheat flour, reflecting rising demand from professional chefs, artisan bakers and increasingly discerning home cooks seeking premium, fully traceable ingredients.
India: A High-Potential Growth Market
India continues to demonstrate robust demand for imported soft wheat flour:
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Imports reached €1.7 million in 2024, the third highest level ever recorded.
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In the first ten months of 2025 alone, imports totalled €2.5 million, already surpassing previous annual figures.
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Forecasts indicate imports may exceed €3 million by the end of 2025, marking a historic high.
Italy remains the leading European Union exporter of soft wheat flour to India, with exports projected to reach approximately €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.”
Promoting Excellence through “Pure Flour from Europe”
The “Pure Flour from Europe” campaign aims to raise awareness of the superior characteristics of European soft wheat flour – especially Italian flour recognised worldwide for:
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Consistent baking performance
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Excellent elasticity and dough stability
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High food safety standards
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Full traceability
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Sustainable production practices.
Italian soft wheat flour is particularly valued for uses such as Neapolitan pizza, focaccia, artisan breads, pastries and fresh pasta, where flour performance is essential to achieving authentic texture and structure.
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Devna Khanna, Director of i2i, and Chef Manjit Gill, President of the Indian Federation of Culinary Associations (IFCA) engage with delegates, discussing collaboration, culinary trends, and industry initiatives
Rigorous Safety, Traceability and Sustainability Standards
Founded in 1958 and headquartered in Rome, ITALMOPA represents more than 80 industrial milling companies across Italy and is the largest flour milling association in the European Union. European milling operations are subject to some of the world’s most stringent food safety regulations. Quality controls begin with the careful selection of wheat and continue throughout the milling and distribution process via fully computerised traceability systems.
Thousands of analytical tests and cross-checks are conducted annually by independent accredited laboratories to ensure compliance with EU standards. In addition to quality assurance, the European milling industry remains committed to sustainability, investing continuously in energy efficiency, emissions reduction and responsible by-product utilisation.
Live Demonstrations and Tastings at AAHAR 2026
Visitors to AAHAR 2026 can discover “Pure Flour from Europe” at Booth 13B, Hall 1G, where representatives from leading Italian milling companies, including Molini Agugiaro & Figna and Mulino Caputo, will meet industry professionals and buyers. Live culinary demonstrations will be led by Italian master chefs Giuseppe Ottolano and Riccardo Scaioli, who will prepare authentic Neapolitan pizza and Pizza in pala using premium Italian flour, enabling visitors to experience its performance first-hand.
Strengthening EU–India Trade Relations
The campaign also reflects the strengthening of trade relations between the European Union and India. Following the closure of negotiations on a landmark free trade agreement between the European Union and India, further agri-food exchanges will be facilitated, opening new opportunities for high-quality European products within the Indian market.
With India’s rapidly expanding hospitality sector and growing appetite for international cuisines, Italian soft wheat flour is well positioned to support chefs and bakers seeking authenticity, consistency and premium quality.
About ITALMOPA
Founded in 1958 and based in Rome, ITALMOPA (Italian Association of Milling Industries) represents over 80 industrial milling companies and promotes the excellence, innovation and sustainability of Italian flour production worldwide. The association plays a key role in advancing quality standards and supporting international market development for Italian milling products.
For further information, visit www.pureflourfromeurope.com and follow the campaign on Instagram – Facebook – YouTube.
