The conglomerate ITC expects consumer spending on its flagship food brand Aashirvaad to double to 20,000 crore rupees over the next five years. Currently, this spending stands at approximately 10,000 crore rupees, and the growth is driven by the brand's expansion beyond flour (atta) into new food categories, including frozen snacks and ready-to-cook meals.
According to a senior company official, ITC is strengthening Aashirvaad's position using a two-pronged strategy: reinforcing the core atta manufacturing business while simultaneously penetrating adjacent segments such as frozen snacks and ready-to-cook products. Hemant Malik, Executive Director of the Food Division and CEO of ITC Ltd., noted that Aashirvaad began in May 2002 as a whole wheat flour brand and has evolved into one of the country's most trusted kitchen brands, boasting a portfolio of over 200 Stock Keeping Units (SKUs).
As ITC strives to become a leading player in India's FMCG sector, it has expanded Aashirvaad's range beyond wheat flour to include groceries, spices, fresh produce, and the frozen goods category. Consumer spending in this category currently exceeds 10,000 crore rupees.
When asked about the timeline for reaching the doubled spending of 20,000 crore rupees, Malik told PTI: 'We will double it in the next five years.' Aashirvaad products are manufactured across a network of 66 production facilities located nationwide, enabling ITC to meet diverse consumer needs across India. This extensive network also helps ITC deliver products with 'maximum freshness.'
According to Malik, the atta category itself continues to offer significant growth opportunities through segmentation and premiumization, as consumers increasingly seek products that meet specific dietary, wellness, and regional preferences. The brand has expanded its offerings beyond regular flour, adding multi-grain, high-protein, organic, and sorghum varieties.
Malik emphasized that 'premiumization is not just about a higher price. Modern consumers are willing to spend money on products that offer tangible value, whether it is superior quality, convenience, health, and nutritional benefits achieved through thoughtful innovation.' ITC leverages the Aashirvaad brand capital to enter new food markets and increase consumption occasions.
Through the Aashirvaad brand, the company has also entered the fresh produce sphere with its line of ready-to-cook flatbreads, targeting young people with limited time. Each pack contains 10 additive-free flatbreads and has a shelf life of 5–6 days. As part of its expansion into adjacent areas, Malik mentioned that the strategy includes incorporating products like besan, vermicelli, rava, soy curry, frozen naan, and paratha, as well as fresh chutneys and sambar, to broaden the consumption moments under the Aashirvaad umbrella brand.
He added that 'the goal is to be present in categories where ITC can significantly solve consumer problems through innovation and differentiation.' He also noted that ITC's latest foray into the packaged foods segment under the Aashirvaad brand is sattu (made from roasted gram), which is rich in protein and fiber. This product was complemented by 'Sattu Masala' under its specialty brand Sunrise, which the company acquired in 2020.
Malik stated that this category holds great potential for expansion beyond current markets. 'Sattu is a product valued for its taste, versatility, and nutritional properties. Although we initially launched it in eastern markets, we see significant potential in this product. Our goal is to scale it nationally and make sattu a widely accessible and affordable source of protein for consumers.' The company reported that Aashirvaad Chana Sattu, launched in Bihar, Jharkhand, and West Bengal, is made using traditional sand roasting methods and is available in two regional variants—Chana Sattu with Jeera in Bihar and Plain Chana Sattu in West Bengal and Jharkhand—as well as in a 10-rupee pack containing 10g of protein.