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An Aashirvaad for Round Rotis

By David Barnes

Introduction

Flour, one of the most staple ingredients in the world with multiple uses, from cakes to bread to even sauces. Flour has been a staple diet since the beginning of mankind believe it or not.

Flour is prepared by crushing uncooked grains, roots, beans, nuts, or seeds into a powder. Many different foods contain flour. Bread, which is a staple meal in certain cultures, is made mostly from cereal flour, notably wheat flour. Since ancient times, corn flour has been a mainstay of Mesoamerican cuisine, and it continues to be so now. 

India’s Flour History

Atta or Chakki Atta is a whole wheat flour from the Indian subcontinent that is used to manufacture flatbreads like chapati, roti, naan, paratha, and puri. In the Indian subcontinent, it is the most widely used flour.

Whole common wheat, which is typically used to produce atta, contains a high amount of gluten, which gives the dough a lot of flexibility, allowing it to be rolled into thin sheets.

Atta is referred to as “whole” because it encompasses all aspects of the grain, including the bran, germ, and endosperm.

Around 80% of the 94 million tonnes of wheat produced in India is processed into atta by India’s 4 lakh disc mills.

Traditionally, atta was ground at home using a stone chakki mill. This is beneficial when using a tandoor, as the flatbread adheres to the interior of the oven, and it also makes chapatis softer by allowing the dough to absorb more water.

Aashirvaad

Aashirvaad is a brand that every Indian knows and a product that you undoubtedly have on your pantry shelf. There’s a good chance that the rotis you make at home are made using the same flour brand.

Let me take you down memory lane to learn everything there is to know about this incredible brand and how it came to be.

Origin

ITC Ltd owns the brand Aashirvaad, which sells basic foods and household products. Atta flour, salt, spices, and instant mixes are all available from Aashirvaad.

On May 26, 2002, ITC joined the branded Atta market with the introduction of Aashirvaad Atta in Bengal and Chandigarh. The product is currently sold throughout India.

This programme effectively achieves the tagline ‘Khushiyaan Chun Chun ke’ (Happiness handpicked) by purchasing wheat directly from farmers utilising the sourcing strength of its e-Choupals. E-Choupals is an initiative by ITC Limited to establish direct contact with rural farmers.

About the Package.

The Aashirvaad package is made of PET Poly, and the design depicts the farming process in India’s rural heartland as a Madhubani artwork.

Products from Aashirvaad

After entering into the market as India’s #1 atta manufacturer, the brand later entered the market of selling:

Salt:

On March 26, 2003, ITC introduced Aashirvaad Salt, a branded packaged salt.

Spices:

With the launch of Aashirvaad Spices in Northern India in May 2005, ITC entered the branded spice business. Chilli, Turmeric, and Coriander powder are now available in the market

With the launch of Aashirvaad Select Organic Spices in July 2007, the firm entered the organic foods retail market. 

Instant Mixes:

Gulab Jamun, Rava Idli, Rice Idli, Rice Dosa, Khaman Dhokla, Rasmalai, and Vada mix are among the products in this line, which was introduced in March 2006.  Rasmalai and Vada mixes are the most recent additions to the inventory. 

Multi-purpose cooking paste:

The ‘Aashirvaad‘ brand has now released a new Multi-Purpose Cooking Paste. The Multi-Purpose cooking paste from ‘Aashirvaad’ is marketed as a kitchen helper. The product is a fried paste of onions, tomatoes, ginger, and garlic that is shallow fried in refined sunflower oil. It’s a simple paste that’s used in a variety of North Indian recipes. It goes well with any tomato-based cuisine. The ‘Aashirvaad’ Multi-Purpose Cooking Paste may be found at grocery stores in Delhi, Chennai, Hyderabad, Bengaluru, Kolkata, Ahmedabad, Mumbai, and Pune. 

Future of the Brand

The brand’s history continues to grow, with new products entering the market every fortnight.

Aashirvaad is now available not only in local shops but also in major E-commerce platforms like Amazon Pantry, etc. 

ITC’s priority has always been on giving the highest possible quality to its customers, and they have stressed quality and freshness in the case of Aashirvaad Atta as well. ITC uses traditional manufacturing procedures to ensure that the flavour of packaged Atta is true to Chakki Atta.

So if you have made it this far, wouldn’t you agree that this brand is simply amazing?

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