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Aashirvaad

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Aashirvaad Flour Package
Aashirvaad Flour

Aashirvaad is a brand of staple food and kitchen ingredients owned by ITC Ltd.[1] The Aashirvaad brand was launched in 2002 and its range of products include atta flour, salt, spices, instant food mixes, dairy products and superfoods.[2]

Products

Atta

ITC entered the branded atta (packaged wheat flour) market with the launch of Aashirvaad Atta in Bengal and Chandigarh on 26 May 2002. The product is now available all over India.[3] 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.[4]

Aashirvaad Select Atta is made from Sharbati wheat which comes from Sehore district Madhya Pradesh.[citation needed]

Business Line reported that Aashirvaad brand was the market leader in packaged atta with a market share of 28% and turnover of ₹4,200 crore (US$614.13 million) in 2018.[5]

Salt

ITC launched branded packaged salt under the brand name ‘Aashirvaad Salt’ on 26 March 2003.[3]

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 chili, turmeric and coriander powder.[3]

The company entered organic foods retailing in July 2007 with the launch of Aashirvaad Select Organic Spices comprising chili, turmeric and coriander powders.[3]

Instant food mixes

This range, launched in March 2006, includes gulab jamun, rava idli, rice idli, rice dosa, dhokla, khaman, rasmalai and vada mix.[3] In 2021, it entered the ready-to-mix Indian breakfast sector with instant poha, upma, sambar and suji halwa mixes.[6]

Multi-purpose cooking paste

The ‘Aashirvaad’ Multi-Purpose cooking paste ‘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.[7]

Dairy

Aashirvaad entered packaged dairy segment in 2015 with the launch of ghee.[8] The dairy division also includes milk, curd, paneer, lassi and mishti doi sold under 'Aashirvad Svasti' brand.[9]

Initiative for good digestive health

Aashirvaad launched DQ test to bring the attention of consumers toward the significance of good digestive health.[10]

References

  1. ^ "ITC Foods Business | Ready to Eat Packaged Foods". www.itcportal.com. Retrieved 21 December 2017.
  2. ^ Tandon, Suneera (3 July 2019). "ITC strengthens nutrition portfolio under Aashirvaad brand". mint. Retrieved 25 February 2023.
  3. ^ a b c d e "Aashirvaad". ITC. Retrieved 23 June 2013.
  4. ^ "Aashirvaad Story". Aashirvaad. Archived from the original on 21 August 2018. Retrieved 23 June 2013.
  5. ^ "ITC's Aashirvaad becomes Rs 4,000 cr brand, forays into new segments". The Hindu Businessline. 6 March 2018. Retrieved 25 February 2023.
  6. ^ "ITC launches ready-to-cook, ready-to-mix breakfast staples". Moneycontrol. Retrieved 25 February 2023.
  7. ^ "Masala Lauki --Chana Dal". Raaga on. The Singing Chef. 17 May 2008. Retrieved 23 June 2013.
  8. ^ Mukherjee, Writankar (5 October 2015). "ITC enters dairy market, set to launch Aashirvaad ghee". The Economic Times. Retrieved 25 February 2023.
  9. ^ "ITC's dairy business to focus on east India for next few years: Official". The Economic Times. 2 March 2022. Retrieved 25 February 2023.
  10. ^ "56% of Indian families report Digestive Health issues, reveals survey conducted by Aashirvaad Atta with Multigrains: Official". Medianews4u. 28 May 2021. Retrieved 4 August 2023.
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