Some malicious video clips are being circulated showing that your Aashirvaad Atta contains plastic. This is blatantly false. It is a mischievous attempt to destroy your trust in us. What is being called plastic is in fact Wheat Protein or Gluten, found naturally in all atta. This wheat protein is also known as gluten which binds the atta together and gives elasticity to the dough when kneaded. Please also be informed that, even as per FSSAI regulations under the Food Safety and Standards Act 2006, all atta must contain a minimum of 6% gluten on a dry wheat basis. Read - FSSAI's statement on Gluten in Atta.

Aashirvaad Atta is completely safe for consumption and there is no adulterant in the same. Aashirvaad Atta is manufactured with utmost care from HACCP/ISO-certified manufacturing locations with every care taken to see that it is manufactured as per the law and by adhering to the high quality norms.

Circulating malicious videos can invite legal action. Criminal cases already filed.

A Bengaluru court has recently barred people from circulating any malicious video or material claiming Aashirvaad atta contains plastic or rubber. Doing so can invite legal action. Criminal cases have also been filed against such miscreants in Kolkata and Hyderabad

Do not be misled by these malicious videos

Considering the spread of misinformation and confusion about Aashirvaad Atta in public, we would request you not to be misled by these videos or messages alleging that Aashirvaad Atta has plastic / rubber.  Please note that if you wash any atta dough not just Aashirvaad Atta  with water and obtain elastic like residue, then such residue is gluten and not plastic/ rubber.

ITC's Promise

Over 100 years history of creating many of India’s most valuable FMCG brands, ITC Ltd. has always kept the interest of the consumer at the forefront. ITC Ltd. ensures all Aashirvaad products including Aashirvaad Atta are manufactured in state-of-the-art, world-class facilities, to ensure the highest standards of food safety and hygiene, which are in compliance with the provisions/regulations made under the Food Safety and Standards Act, 2006, amongst other applicable laws.

Stop the rumour-mongers

Please share this information with your friends and family so that they can continue to enjoy their favourite Aashirvaad atta without being misled by vested rumour-mongers.