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 55%.
‘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.
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 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.
:: Instant Mixes
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.
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 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
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.
