ITC expects consumer spending on its Aashirvaad brand to double from over ₹10,000 crore to ₹20,000 crore within the next five years. The company plans to grow its core atta business while expanding into ready-to-cook, frozen, and other food categories.
Hemant Malik, Chief Executive Officer of ITC’s Foods Division and Executive Director at ITC Ltd, said the brand is on track to reach the new spending target by 2031. “We will double in the next five years,” Malik stated.
ITC Expands Aashirvaad Beyond Atta
Aashirvaad entered the Indian market in May 2002 as a whole wheat atta brand. Since then, ITC has expanded it into staples, spices, fresh foods, and frozen products. The brand now has more than 200 stock-keeping units across different food categories.
ITC currently manufactures Aashirvaad products at 66 facilities across India. This network allows the company to serve consumers in different regions and support wider distribution, while also enabling shorter delivery times.
In FY26, ITC’s entire FMCG portfolio reached around 28 crore households and recorded nearly ₹37,000 crore in consumer spending. Consumer spending includes net sales, channel margins, and applicable taxes paid by buyers.
ITC sees more room for growth in the atta market. The company introduced multigrain, high-protein, organic, and millet-based atta variants as consumers increasingly look for products linked to nutrition, wellness, and regional food preferences.
Aashirvaad Expands Food Portfolio
Along with atta, ITC is using the Aashirvaad brand to enter more convenience food categories. The company introduced ready-to-cook chapatis aimed at younger households and consumers with limited cooking time. Each pack contains 10 chapatis with no added preservatives and a shelf life of five to six days.
The wider range also includes besan, vermicelli, rava, soya chunks, frozen naans, frozen parathas, fresh chutneys, and sambar. ITC wants these products to increase the number of meals and cooking occasions in which consumers use Aashirvaad products.
Malik said consumers increasingly look beyond price when selecting packaged food products. “Premiumisation is not merely about a higher price point. Consumers today are willing to spend on products that offer tangible value, whether through superior quality, convenience, health and nutritional benefits built through meaningful innovation,” he said.
He also said ITC plans to enter categories where it can address specific consumer needs. “The objective is to be present in categories where ITC can meaningfully address consumer pain points through innovation and differentiation,” Malik added.
ITC Expands Sattu Push
ITC also added sattu to the Aashirvaad portfolio as it expands into protein-rich traditional foods. The company launched Aashirvaad Chana Sattu in Bihar, Jharkhand, and West Bengal. It also introduced Sattu Masala under Sunrise, the spice brand ITC acquired in 2020.
The company makes Aashirvaad Chana Sattu using a traditional sand-roasting process. It sells Chana Sattu with Jeera in Bihar and Plain Chana Sattu in West Bengal and Jharkhand. ITC also introduced a ₹10 pack that provides 10 grams of protein.
Malik said ITC wants to expand the product outside eastern India. “While we have initially launched it in the eastern markets, we see significant potential in the product. Our ambition is to scale it nationally and make ‘sattu’ a widely accessible and affordable protein option for consumers,” he said.
The expansion of sattu, ready-to-cook foods, frozen products, and premium atta variants forms part of ITC’s plan to widen Aashirvaad’s presence across India while working toward the ₹20,000 crore consumer spending target.
