ITC entered the branded flour market with the launch of Aashirvaad atta in May 2002 and within a short span became the number one brand in packaged atta across the country.
‘Aashirvaad’ promises 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 flour is made from the finest quality wheat that ITC procures. At ITC Aashirvaad, extra care is taken to keep things as natural as possible. The way mother nature intended for them to be. In the quest to provide the consumers wholesome goodness, the finest of ingredients are sourced, directly from the farmers.
To ensure the highest standards of food safety and hygiene, Aashirvaad is engaged in ensuring implementation of world class hygiene standards across its manufacturing units. 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.
There are various varieties of flour that Aashirvaad manufactures such as Select Atta and Aashirvaad Multigrain Atta. Aashirvaad Select flour is made from 100 per cent MP Sharbati wheat that is harvested exclusively in seven districts of Madhya Pradesh. Here, the golden fields are sun-kissed to perfection and showered by the right amount of rain. This is why each grain has a golden sheen and is heavier in feel. The Aashirvaad Multigrain flour is an integrated mix of six different grains – wheat, soya, channa, oat, maize and psyllium husk – which gives a healthy option to the consumers. Aashirvaad Multigrain is also an excellent source of vitamins which are vital in strengthening immunity and extra protein content to improve body strength. The extra fibre makes the food easier to digest; low content of saturated fat keeps the consumers’ heart smiling.
Aashirvaad Atta is made from the choicest grains – heavy on the palm, golden amber in colour and hard to bite. It is carefully ground using modern ‘chakki – grinding’ process for the perfect balance of colour, taste and nutrition which also ensures that Aashirvaad atta contains zero per cent maida and is 100 per cent pure atta.
The dough made from Aashirvaad flour absorbs more water, hence rotis remain softer for longer. Aashirvaad Select flour is made from Sharbati wheat which comes from Madhya Pradesh. Aashirvaad Select Atta (5 kg pack) was awarded the ‘World Star Award for Excellence in Packaging’ in the Consumer Pack Category.
