ITC's Aashirvaad brings healthier alternatives to regular flour

ITC Ltd has launched ragi flour and gluten-free flour, among others, under its Aashirvaad staples’ brand. With this launch, the brand looks to cater to the growing demand among urban consumers seeking healthier alternatives to regular flour.

Under the Aashirvaad Nature’s Super Foods range, the three variants have been launched including a gluten-free flour, ragi flour and multi-millet mix flour. These flours can be added to regular atta and batters for making nutritious chapatis, dosas and more.

Priced at a premium to regular flour, the new range will be available in New Delhi, Mumbai, Bengaluru, Kolkata, Hyderabad and Chennai.

Hemant Malik, Divisional Chief Executive (foods), ITC Ltd, said, “The launch of Aashirvaad Nature’s Super Foods’ comes at a time when consumers are looking for products that are healthier options. Constant lifestyle changes among urban consumers are increasingly driving interest in back-to-roots, simple food. Easy-to-incorporate in daily meals, Nature’s Super Foods’ wholesome and healthy blends will help cater to consumers’ diverse nutri-wellness dietary requirements.”