ITC’s Aashirvaad brand has introduced its latest innovation, Aashirvaad Atta with High Protein, designed to make daily protein intake easier and more accessible for Indian households.
With growing awareness about the role of protein in supporting strength, energy, and overall well-being, Indian consumers are increasingly seeking affordable and convenient sources of protein. However, factors such as high cost, limited access to quality options, and traditional food habits often make it challenging to meet daily needs.
The new atta blends wheat, 10% soya (a complete protein source), Bengal gram, and oats, delivering approximately 15g of protein per 100g. Importantly, it retains the softness and taste of regular rotis, making it a simple way for families to improve nutrition through their daily meals. Just three rotis a day made from this flour can help fulfil about 25% of the recommended daily protein requirement.
Anuj Rustagi, Chief Operating Officer – Staples and Adjacencies, Foods Division, ITC Ltd., highlighted the shift in consumer attitudes:
“Earlier, awareness about protein consumption was mostly limited to gym-goers, fitness enthusiasts, or mothers focusing on children’s diets. Today, conversations around protein have expanded to a wider section of consumers who recognize its importance for maintaining an active lifestyle. At Aashirvaad, we believe nutrition begins at home with everyday meals, and this launch is a step toward helping Indian families meet their protein needs.”
With protein deficiency still a concern in many parts of India, ITC’s latest move aims to bridge the gap by making nutrition a part of everyday staples. Aashirvaad Atta with High Protein is expected to resonate with health-conscious consumers while staying rooted in traditional eating habits.
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