ITC’s Aashirvaad Aims to Power Indian Diets with New High-Protein Atta
BENGALURU: In a strategic move to tap into the growing health and wellness segment, ITC Ltd.’s Aashirvaad, India’s leading packaged atta brand, has launched ‘Aashirvaad Atta with High Protein’. The innovation is designed to seamlessly integrate enhanced protein intake into the daily diets of Indian families through their most staple food – the roti.
The launch comes at a time when awareness about the critical role of protein in building strength, sustaining energy, and promoting overall well-being is at an all-time high. However, consumers often grapple with the high cost of quality protein sources and the need to align with existing culinary habits. This new product aims to bridge that gap by turning a daily staple into a significant protein source.
A Simple Solution to a Nutritional Gap
The newly launched atta is crafted from a proprietary blend of wheat, soya (a source of complete protein), Bengal gram, and oats. This formulation delivers approximately 15 grams of protein per 100 grams of flour. The brand emphasizes that the product has been developed without compromising on the taste and softness of the final roti.
According to the company, consuming just three rotis made from this atta can fulfil approximately 25% of an average adult’s daily protein requirement, offering a simple and accessible solution to nutritional needs.
Evolving Consumer Trends Drive Innovation
Anuj Rustagi, Chief Operating Officer – Staples and Adjacencies, Foods Division, ITC Ltd., highlighted the shifting consumer mindset. “Earlier awareness about protein consumption was unique to nutrition-conscious individuals like gym-goers, fitness enthusiasts, or mothers focusing on their children’s diet,” he said.
“This scenario has changed now with increasing conversations among a wider section of consumers around the importance of protein to maintain an active lifestyle,” Rustagi added. “At Aashirvaad, we believe that taking care of nutrition begins at home, with everyday meals. We expect that rotis made with Aashirvaad Atta with High Protein will act as a rich source of protein for Indian families in days to come.”
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Market Availability and Pricing
The ‘Aashirvaad Atta with High Protein’ will be initially rolled out on major e-commerce platforms across key metropolitan cities, including Delhi, Mumbai, Bengaluru, Hyderabad, and Chennai. It will be available in 1kg and 5kg packs.
The pricing is set competitively, with the 1kg pack starting between ₹80 and ₹86, and the 5kg pack priced between ₹386 and ₹416, varying by city. This market-led innovation underscores Aashirvaad’s strategy to continually evolve its portfolio in line with contemporary consumer health trends, reinforcing its leadership in the branded staples category.
