“Khushiyan Chun Chun ke”
Company Name:- Aashirvaad
Owner: – ITC Ltd
How It All Started
In India, branded wheat flour market is growing rapidly over the last few years. Currently, around 60 per cent of households use traditional method of purchasing wheat and grinding on local shops, 25 per cent of buy loose wheat flour and balance 15 per cent buys packaged wheat flour.
Food Industry is India’s silent giant. With the upcoming modern retail formats, increase in spending incomes and health awareness, the category is evolving undoubtedly. With the branded Atta market in India being very attractive in terms of size and consumption patterns, growth has also picked up pace with the Government’s proactive approach with the formulation of national food policy, reservation of select segments.
ITC launched Aashirvaad Atta in Jaipur and Chandigarh on 27th May 2002. Today, it is available all across India and is the number one branded packaged wheat flour across the country. The aim is to keep on providing the best quality atta using the most traditional methods. The PET poly packaging and E-choupal initiative, assures the freshness of the atta giving the consumers a confidence that no other brand can comply.
ITC buys wheat direct from the farmers using the sourcing strength of its e-Choupals, the motto ‘Khushiyaan Chun Chun ke’ (Happiness handpicked) is achievied successfully by this initiative. E-Choupals is an enterprise initiated by ITC Limited, to link with the rural farmers on a direct basis.
Aashirvaad Select Atta 5 kg pack was recognised and awarded one of the most prestigious awards in the world for packaging – The World Star Award for Excellence in Packaging in the Consumer Pack Category. Aashirvaad atta also created a first in packaging in the branded atta category. Its premium offering, i.e. the 5kg premium pack, is available in vacuum sealing and carton packaging. Both these technologies help to maintain the freshness of the product.
Aashirvaad Atta is formed from the choicest grains – hard in bite, golden amber in colour and heavy on the palm. Modern ‘chakki – grinding’ process is used to grind it for the perfect balance of taste, nutrition and colour ensuring in the process that Aashirvaad Atta contains 100% Sampoorna Atta and 0% Maida.
ITC has been able to establish itself as the market leader in the packaged food market. Within few years of launch, Aashirvaad Atta has become number one in branded packaged Atta sector across the country.
Marketing strategy and Interesting Facts behind its Success.
- ITC uses 6500 e-choupals to buy wheat straight from their farmers to obtain finest wheat grains for the production of Atta, this is followed by rigorous process of cleaning, mechanized packing and nutrition lockage. And so they deliver the promise of the goodness of whole wheat.
- This backward integration gives them two distinct advantages. The first being reduction in the cost of wheat as no middlemen is involved in the process. The second advantage is they do not have to compromise on quality like if they opt to purchase it from mandai it may be of inferior quality.
- ITC has focused more on the retail shop based promotion strategy. As their target customers generally purchase from the organised retail market.
- Packaging material used for ashirvaad atta is “Pet Poly” which helps retain freshness in Atta. For Premium category it even gives Carton Packaging and vacuum sealing for its premium packs.
AASHIRVAAD Atta has below product range
- AASHIRVAAD whole wheat Atta
This was the first product launched on 27th may 2002.It is made from the grains which are heavy, golden amber in colour and hard in bite. It is carefully ground using modern ‘chakki – grinding’ process which ensures that atta contains 0% Maida and is 100% Sampoorna Atta. They claim that dough made from AASHIRVAAD Atta absorbs more water, hence rotis remain softer for longer. By ensuring that all the nutrients of the grain stay intact and protected in their packaging, they deliver the freshness of the fields combined with the power of the whole wheat.
- AASHIRVAAD Atta with Multigrain
Atta with Multigrain gives the wholesome goodness of six different grains – wheat, soya, channa, oat, maize and psyllium husk. These ingredients are infused with proteins, vitamins, minerals and fibre.
- AASHIRVAAD Select Atta
Aashirvaad Select is a premium quality atta made from Sharbati wheat (king of wheat). It is 100% MP Sharbati wheat which is cultivated in the Sehore region of Madhya Pradesh. Here, the fields are showered by the right amount of rain. This is why each grain has a golden sheen and it feels heavier. It also gives delightful aroma and stays softer for a long period.
- AASHIRVAAD Sugar Release Control Atta
It is a blend of whole wheat flour, pulse and legume flours blending a unique “Natural Grain Mix”. Ingredients like oats and methi ensure that the Atta is high in protein and fibre with a Low Glycemic Index. It is clinically tested to have GI values lesser than 55. This formulation is so unique that all its ingredients are chosen and used in optimal proportions, so as to have similar taste and sensory profile like any other normal Atta.
- AASHIRVAAD Fortified Chakki Atta
It has a source of nutrients like Iron, Folic Acid, and Vitamin B12, which helps in meeting the daily micronutrient requirement which may support growth and development processes of an individual.
The focus of ITC has always been on the providing its customer with best possible quality and in the case of Aashirvaad Atta also, they have emphasized on the quality and freshness. ITC follows traditional methods to produce in order to keep the taste of packaged Atta authentic with respect to Chakki Atta. It obtains finest wheat grains directly from the farmers and then the grains are grounded using modern ‘Chakki – grinding’ process to produce genuine and authentic Atta.
ITC also makes sure that Aashirvaad Atta contains complete atta with no maida. In addition, the quality is maintained such that the dough made from Aashirvaad Atta absorbs more water making the Rotis softer. At Aashirvaad, extra care is taken to keep product as natural as possible, so that consumer doesn’t has to compromise on quality and taste.