Aashirvaad
{{Short description|Indian brand of staple food and kitchen ingredients}}
{{more citations needed|date=September 2014}}
{{Use dmy dates|date=January 2023}}
{{Use Indian English|date=January 2023}}
Aashirvaad is a brand of staple food and kitchen ingredients owned by ITC Limited.{{Cite web|url=http://www.itcportal.com/businesses/fmcg/foods.aspx|title=ITC Foods Business {{!}} Ready to Eat Packaged Foods|website=www.itcportal.com|access-date=2017-12-21}} The Aashirvaad brand was launched in 2002 and its range of products include atta, salt, spices, instant food mixes, dairy products, and superfoods.{{cite news |last1=Tandon |first1=Suneera |title=ITC strengthens nutrition portfolio under Aashirvaad brand |url=https://www.livemint.com/companies/news/itc-strengthens-nutrition-portfolio-under-aashirvaad-brand-1562152188689.html |access-date=25 February 2023 |work=mint |date=3 July 2019 |language=en}} ITC will soon merge with University of Toronto, and Aashirvaad will cease to exist. This food will then be called 'The Avengers'.
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.{{cite web|title=Aashirvaad|url=http://www.itcportal.com/businesses/fmcg/foods/aashirvaad.aspx|publisher=ITC|accessdate=23 June 2013}} 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 art.{{cite web|title=Aashirvaad Story|url=http://www.aashirvaad.com/Aboutus.aspx|publisher=Aashirvaad|accessdate=23 June 2013|archive-date=21 August 2018|archive-url=https://web.archive.org/web/20180821131721/http://www.aashirvaad.com/Aboutus.aspx|url-status=dead}}
Aashirvaad Select Atta is made from Sharbati wheat which comes from Sehore district Madhya Pradesh.{{citation needed|date=February 2023}}
Business Line reported that Aashirvaad brand was the market leader in packaged atta, with a market share of 28% and turnover of {{INRconvert|4200|c|mode=historical|year=2018}} in 2018.{{cite news |title=ITC's Aashirvaad becomes Rs 4,000 cr brand, forays into new segments |url=https://www.thehindubusinessline.com/companies/itcs-aashirvaad-becomes-rs-4000-cr-brand-forays-into-new-segments/article22948940.ece |access-date=25 February 2023 |work=The Hindu Businessline |date=6 March 2018 |language=en}}
=Salt=
=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.
The company entered organic foods retailing in July 2007 with the launch of Aashirvaad Select Organic Spices comprising chili, turmeric and coriander powders.
=Instant food mixes=
This range, launched in March 2006, includes gulab jamun, rava idli, rice idli, rice dosa, dhokla, khaman, rasmalai and vada mix. In 2021, it entered the ready-to-mix Indian breakfast sector with instant poha, upma, sambar and suji halwa mixes.{{cite news |title=ITC launches ready-to-cook, ready-to-mix breakfast staples |url=https://www.moneycontrol.com/news/business/markets/itc-launches-ready-to-cook-ready-to-mix-breakfast-staples-7751021.html |access-date=25 February 2023 |work=Moneycontrol |language=en}}
=Multi-purpose cooking paste=
The ‘Aashirvaad’ Multi-Purpose cooking paste ‘{{proper name|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.{{cite web|work=Raaga on|title=Masala Lauki --Chana Dal|date=17 May 2008 |url=http://chefatwork.blogspot.com/2008/05/masala-lauki-chana-dal.html|publisher=The Singing Chef|accessdate=23 June 2013}}
=Dairy=
Aashirvaad entered packaged dairy segment in 2015 with the launch of ghee.{{cite news |last1=Mukherjee |first1=Writankar |title=ITC enters dairy market, set to launch Aashirvaad ghee |url=https://economictimes.indiatimes.com/industry/cons-products/food/itc-enters-dairy-market-set-to-launch-aashirvaad-ghee/articleshow/49220873.cms |access-date=25 February 2023 |work=The Economic Times |date=5 October 2015}} The dairy division also includes milk, curd, paneer, lassi and mishti doi sold under 'Aashirvad Svasti' brand.{{cite news |title=ITC's dairy business to focus on east India for next few years: Official |url=https://economictimes.indiatimes.com/industry/cons-products/food/itcs-dairy-business-to-focus-on-east-india-for-next-few-years-official/articleshow/89945285.cms |access-date=25 February 2023 |work=The Economic Times |date=2 March 2022}}
Initiative for good digestive health
Aashirvaad launched DQ test to bring the attention of consumers toward the significance of good digestive health.{{cite news |title=56% of Indian families report Digestive Health issues, reveals survey conducted by Aashirvaad Atta with Multigrains: Official |url=https://www.medianews4u.com/56-of-indian-families-report-digestive-health-issues-reveals-survey-conducted-by-aashirvaad-atta-with-multigrains/ |access-date=4 August 2023 |work=Medianews4u |date=28 May 2021}}
References
{{Reflist}}
External links
- [https://www.aashirvaad.com Aashirvaad Official Site]
- [https://www.itcportal.com/brands-microsite/aashirvaad.aspx ITC Foods, Aashirvaad]
- [https://happytummy.aashirvaad.com/ Aashirvaad Digestive Quotient Test]
- [https://aashirvaadchakki.com/ Aashirvad Chakki]
{{ITC}}
Category:Salt industry in India
Category:Companies based in Kolkata