ITC: Enduring Value

Sab Saath Baadhein


ITC entered the branded Atta market with the launch of Aashirvaad Atta in May 2002 and within a short span became the number one in branded packaged atta across the country.

'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 - Khusiyaan Chun chun ke ( Happiness Handpicked) - Ek Vaada Sacha Sa - Shudhata Aur Sampoornata ka ! (A True Promise of Purity and Wholesomeness. 'Aashirvaad' is made from finest quality wheat that ITC has the unique capability to source through its e-Choupal network.


Aashirvaad Svasti Ghee is the first product from ITC's dairy portfolio. In India, different kinds of ghee exist, catering to the regional taste palates. ITC's Aashirvaad Svasti Ghee is an outcome of R&D at the ITC Life Sciences and Technology Centre, Bengaluru, which studied these different regional profiles of ghee, to craft out superior regional variants for the consumers.

Pure Cow Ghee variant has been recently launched in Bengaluru. It is made from pure cow's milk which is procured using ITC's own milk sourcing network. Special infrastructure has been developed & deployed to segregate cow and buffalo milk at the source and along the procurement network.

The milk goes through stringent quality tests before reaching ITC's own state of the art manufacturing facility at Munger, Bihar, where best in class manufacturing practices are deployed to manufacture this ghee.

Furthermore, Aashirvaad Svasti Ghee is made using a special SloCook process that enhances its natural aroma, giving it a distinct flavour profile. With its wonderful aroma, rich granular texture and consistent quality, Aashirvaad Svasti Ghee is a must have in every household. Packed in convenient pack formats - Uniquely shaped PET jars and refill pouches, Aashirvaad Svasti Ghee is available in different pack sizes. Jars are available in sizes of 200ml, 500ml and 1 Ltr packs. Refill pouches are available in 50ml, 100ml, 200ml and 500ml packs.


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.

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.

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.

Aashirvaad Sunfeast Bingo! Kitchens of India Yippee! B Natural mint-o Candyman GumOn Fabelle Sunbean

Please visit our site: www.aashirvaad.com

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