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National, 10th September 2025 : Aashirvaad, India’s No. 1 packaged atta announces the launch of
its latest offering, “Aashirvaad Atta with High Protein”. This new
innovative offering is aimed to make daily protein requirement more accessible
for consumers.
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).
