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. In less than four years of its launch Aashirvaad atta has become the leader in its category with a 54% market share.
‘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 MP Blend Chakki 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.
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.
:: Spices
ITC forayed into the branded spices market with the launch of Aashirvaad Spices in Northern India in May 2005. The offering currently consists of Chilli, Turmeric and Coriander powder in SKUs of 50g, 100g, 200g and 500g each. Launched in 2006, Aashirvaad Spices have spread to a large consumer base and have emerged as a major player in basic spices in most regional markets.
The product is available in grocery stores around the country.
The company entered organic foods retailing in July 2007 with the launch of Aashirvaad Select Organic Spices. Aashirvaad Select will initially offer chilli, turmeric and coriander powders. The organic spices are available in all major metros across all modern
trade outlets and food retail chains in packs of 100 grams.
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.
:: Instant Mixes
This range, launched in March '06, includes Gulab Jamun, Rava Idli, Rice Idli, Rice Dosa, Khaman Dhokla,
Rasmalai and Vada mix. 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. The latest entrants to the portfolio include Rasmalai and Vada mixes. Rasmalai mix is available in 126g pack and Vada mix in 200g pack.
Aashirvaad Multi-purpose Cooking Paste
The
Multi-Purpose Cooking paste is the latest offering from the
‘Aashirvaad’ brand. The ‘Aashirvaad’ Multi-Purpose cooking paste is
positioned as a kitchen aide. The product, ‘Bhuna hua taiyaar masala’,
is a fried paste of onions, tomatoes, ginger and garlic shallow
fried in
refined sunflower oil.
It is a basic paste used for most north
Indian dishes. It is suitable for all tomato-based dishes.
The ‘Aashirvaad’ Multi-Purpose Cooking paste is available in Delhi, Chennai, Hyderabad, Bengaluru, Kolkata, Ahmedabad, Mumbai and Pune at leading grocery outlets.
It is available in easy to use pouch size of 100g and 280g bottle.
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.
ITC forayed into the branded spices market with the launch of Aashirvaad Spices in Northern India in May 2005. The offering currently consists of Chilli, Turmeric and Coriander powder in SKUs of 50g, 100g, 200g and 500g each. Launched in 2006, Aashirvaad Spices have spread to a large consumer base and have emerged as a major player in basic spices in most regional markets. 
The company entered organic foods retailing in July 2007 with the launch of Aashirvaad Select Organic Spices. Aashirvaad Select will initially offer chilli, turmeric and coriander powders. The organic spices are available in all major metros across all modern
Aashirvaad Pickle
Mirch Powder
This range, launched in March '06, includes Gulab Jamun, Rava Idli, Rice Idli, Rice Dosa, Khaman Dhokla,
Rasmalai and Vada mix. 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. The latest entrants to the portfolio include Rasmalai and Vada mixes. Rasmalai mix is available in 126g pack and Vada mix in 200g pack. 
The
Multi-Purpose Cooking paste is the latest offering from the
‘Aashirvaad’ brand. The ‘Aashirvaad’ Multi-Purpose cooking paste is
positioned as a kitchen aide. The product, ‘Bhuna hua taiyaar masala’,
is a fried paste of onions, tomatoes, ginger and garlic shallow
fried in
refined sunflower oil.
