ITC Aashirvaad launches high protein Atta
With rising awareness around the
role of protein in supporting strength, energy, and overall well-being, Indian
consumers are actively seeking for various sources of protein to fulfil their
daily requirement. However, face multiple challenges such as high-cost of
quality protein sources, cultural food habits etc. Aashirvaad High Protein atta is a simple way
to add and fulfil protein requirement in form of ‘rotis’, already a staple in
Indian diets.
As a market leader, Aashirvaad is constantly innovating
and bringing new variants to market, keeping up with the consumer trends and
providing easy and assured solutions. This new offering is crafted with a
thoughtfully selected blend of wheat,
10% soya (a source of complete protein), Bengal gram, and oats, the atta
delivers approximately 15g of protein
per 100g while retaining taste and softness of a roti. Just 3 rotis a day made from this flour can
help fulfil around 1/4th of
the recommended daily protein requirement.
Mr. Anuj
Rustagi, Chief Operating Officer - Staples and Adjacencies, Foods Division, ITC
Ltd. said, “Earlier awareness about protein consumption was unique to
nutrition-conscious individuals who are gym-goers, fitness enthusiast or
mothers would mostly give protein rich food to children. This scenario has
changed now with increasing conversations among a wider section of consumers
around the importance of protein to maintain an active lifestyle. At
Aashirvaad, we believe that taking care of nutrition begins at home, with
everyday meals. We expect that Rotis made with Aashirvaad Atta with High
Protein will act as a rich source of Protein for Indian families in days to
come.”
Aashirvaad Atta with High
Protein will be available on e-commerce platforms in Delhi, Mumbai, Bengaluru, Hyderabad, and Chennai, in 1kg and 5kg
SKUs. Pricing varies by city, starting at ₹80-86 (1kg) and ₹386 - 416 (5kg).
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