ITC expects consumer spending on its flagship Aashirvaad brand to double from around ₹10,000 crore to ₹20,000 crore over the next five years, driven by expansion beyond its core atta business.
Diversified conglomerate ITC Ltd is stepping up its growth strategy for Aashirvaad, with plans to strengthen its wheat flour business while expanding into newer food categories.
Expanding Beyond Atta
Aashirvaad began in May 2002 as a whole wheat atta brand and has since evolved into a broad food portfolio with more than 200 SKUs.
The brand has expanded beyond atta into categories including:
- Staples
- Spices
- Fresh foods
- Ready-to-cook foods
- Frozen snacks
- Other adjacent food categories
According to Hemant Malik, CEO – Foods Division and Executive Director, ITC Ltd, the company expects Aashirvaad to double consumer spends to ₹20,000 crore within the next five years.
Focus on Core Strength + New Categories
ITC’s strategy is built around a two-pronged approach: continuing to strengthen Aashirvaad’s established atta business while using the brand’s strong consumer presence to enter faster-growing food categories.
The expansion into ready-to-cook and frozen foods reflects the company’s effort to address changing consumer preferences, including demand for convenience-oriented food products.
66 Manufacturing Facilities Across India
Aashirvaad products are currently manufactured through a network of 66 facilities across the country.
ITC says this extensive manufacturing network helps the company serve consumers across India while maintaining product freshness and responding to regional consumer requirements.
What It Means for India’s FMCG Market
Aashirvaad’s planned expansion highlights the growing competition in India’s packaged-food market, where established brands are increasingly moving from individual categories toward broader food portfolios.
For ITC, leveraging Aashirvaad’s existing consumer trust across multiple categories could help accelerate its ambition of becoming one of India’s leading FMCG companies.
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