Aashirvaad

Aashirvaad is a brand of staple food and kitchen ingredients owned by ITC Ltd. The Aashirvaad range of products include Atta flour, Salt, Spices and Instant mixes.

Atta
ITC entered the branded Atta market with the launch of Aashirvaad Atta in bengal and Chandigarh on 26 May 2002. The product is now available all over India.

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.

Select atta
Aashirvaad Select Atta is made from Sharbati wheat which comes from Sehore district Madhya Pradesh. Aashirvaad Select Atta (5 kg pack) was awarded the World Star Award for Excellence in Packaging in the Consumer Pack Category.

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

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 Chilli, Turmeric and Coriander powder in SKUs of 50g, 100g, 200g and 500g each.

The company entered organic foods retailing in July 2007 with the launch of Aashirvaad Select Organic Spices. Aashirvaad Select currently offers chilli, turmeric and coriander powders. The organic spices are available in packs of 100 grams.

Instant mixes
This range, launched in March '06, includes Gulab Jamun, Rava Idli, Rice Idli, Rice Dosa, Khaman Dhokla, Rasmalai and Vada mix. The Rava idli Mix is available in 500g pack and rest of the products are available in 200g packs. The latest entrants to the portfolio include Rasmalai and Vada mixes. Rasmalai mix is available in 126g pack and Vada mix in 200g pack.

Multi-purpose cooking paste
The Multi-Purpose Cooking paste is the latest offering from the ‘Aashirvaad’ brand. The ‘Aashirvaad’ Multi-Purpose cooking paste is positioned as a kitchen aide. The product, ‘’, 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. It is suitable for all tomato-based dishes. The ‘Aashirvaad’ Multi-Purpose Cooking paste is available in Delhi, Chennai, Hyderabad, Bengaluru, Kolkata, Ahmedabad, Mumbai and Pune at grocery outlets. It is available in pouch size of 100g and 280g bottle.