ITC entered the branded Atta market with the launch of Aashirvaad Atta in Jaipur and Chandigarh on 26th May 2002. The product is now available all over India. Aashirvaad atta has further built on its leadership position among the National Branded Players with a market share of 56%.
'Aashirvaad' promises the Indian housewife the joy of providing her family with the most delightful home-made rotis, made from the finest quality atta. ITC uses the sourcing strength of its e-Choupals to buy wheat directly from the farmers to deliver happiness to the Indian consumer - Khushiyaan Chun Chun ke (Happiness handpicked). 'Aashirvaad' is made from finest quality wheat that ITC has the unique capability to source through its e-Choupal network. Premium quality atta, made from 100% MP 'sharbati' wheat is also available as Aashirvaad Select Atta. The wheat for Aashirvaad Superior MP Wheat Atta comes from the plush, fertile soil of Madhya Pradesh and then blended using the traditional 'chakki-grinding' method to give the superior, discerning taste.
ITC Foods also aims to delight the consumer through superior and innovative packaging. The Aashirvaad package is PET Poly, with the design showcasing the farming process undertaken in the rural heartland of India in the form of a Madhubani painting. 'Aashirvaad Select' Atta (5 kg pack) was awarded the World Star Award for Excellence in Packaging in the Consumer Pack Category. This is one of the most prestigious awards in the world for Packaging.
The latest offering is Aashirvaad Atta with Multigrains. This new and improved variant is designed to provide nourishment for people of all ages and is an integrated mix of six different grains - wheat, soya, channa, oat, maize & psyllium husk - which gives a better and healthier option for the consumers. Aashirvaad Atta with Multigrains is an excellent source of vitamins which is vital in strengthening immunity and extra protein content improves body strength. The extra fibre makes food easier to digest and low content of saturated fat keeps the heart smiling all through the day and above all, still retaining the same great taste. This product is available in select cities.
Aashirvaad Salt
ITC launched branded packaged salt under the brand name 'Aashirvaad Salt' on 26th March, 2003. The product is available in grocery stores around the country.
ITC forayed into the branded spices market with the launch of Aashirvaad Spices in May 2005. The offering currently consists of Chilli, Turmeric and Coriander powder in SKUs of 50g, 100g, 200g and 500g each. Aashirvaad Spices, operating in selected markets of south and east, have spread to a large consumer base and have emerged as a major player in basic spices in most regional markets.
Aashirvaad Pickle Mirch Powder
In March 2008, Aashirvaad added a unique variant to its Spices range with the launch of Pickle Mirch Powder in Andhra Pradesh, a state known for its variety of spicy pickles. The Pickle Mirch Powder uses the finest of Warangal Bamboo Chillies, which are sourced directly from the farmers and selected by experts to ensure the right aroma, pungency and colour.
Convenience and authentic taste now has a new name with the Aashirvaad Instant Mix range. This range, launched in March '06, now includes Gulab Jamun, Rava Idli, Rice Idli and Rice Dosa. Aashirvaad Instant Mixes promise the discerning Indian homemaker perfect tasting dishes, consistently. The Rava idli Mix is available in 500g pack and rest of the products are available in 200g packs.
:: Aashirvaad Ready Meals |
Aashirvaad Ready Meals - a range of ten of the most popular Indian dishes in a ready-to-eat format. This range endeavours to provide the consumer an experience of authentic, home-made food at an affordable price. These are 100% natural and have zero preservatives.
