It is a fine ground flour of whole wheat berries. It is derived by heat treating and grinding the whole grain of wheat. It is high in fiber and more healthy and nutritious than white flour. It is a brownish flour with a coarse texture and sweet nutty flavor. The word 'whole' is used to describe this flour as it includes every aspect of the grain, the bran, germ and the endosperm as well.
Roasted Whole wheat flour is much more nutritious than white flour (Maida) as maida is a refined product of wheat - meaning it is obtained after processing the wheat, which makes it less nutritious. The lesser a grain or vegetable is processed the more nutrients it retains. The outer brownish layer is removed from the wheat and the inner white portion is used to make maida flour. Roasted Whole wheat flour contains fiber and various other nutrients and also has a better Shelf Life.