Aashirvaad Atta is one of the most popular brands of the FMCG major ITC. Recently we understand that the Aashirvaad Atta Brand has become a Rs.4000 crore brand in the wheat flour market. It has around 28% Market share in the packaged wheat flour market. India is a wheat eating nation and most people eating wheat in the form of chappati, naan, rotis etc. In this article, we will share with you an Aashirvaad Atta Review.
Due to Aashirvaad Atta constantly gaining popularity, ITC has forayed into making different types of customized wheat flour attas which are good for health and suit the regional preferences of people.
While its name itself means Blessing, the Aashirvaad brand is adding new products like milk, cow ghee, spices and salts to its fold. Further, ITC has a great network of farmers through its e-chaupal and Chaupal sagar programmes, which helps in sourcing the right quality products at the right price from the farmer. This project has helped in improving the welfare of farmers.
Aashirvaad Atta Review
Today, we will look at the different types of Aashirvaad Atta.
1. Aashirvaad Whole Wheat Atta
Aashirvaad Flour – Whole Wheat Atta, 5kg Pack
This Whole wheat atta is 0% maida and 100% whole wheat. The wheat is directly sourced from farmers thus retaining its wholeness and goodness. It is made from grains which are heavy on the palm, golden amber in colour and hard to bite. Further, it is cleaned and carefully ground in the modern “Chakki grinding process”, which ensures that it is 100% Sampoorna atta.
This superior Chakki atta follows the 4 step advantage process of sourcing, cleaning, grinding and nutrition lockage. Therefore extra care is taken to keep things as natural as possible. The freshness of the wheat from the fields is provided to you at a reasonable cost.The rotis, chappatis made from this wheat are soft, fluffy, tasty and healthy.
2. Aashirvaad Atta with multigrain
Aashirvaad Atta, Multigrains, 5kg
This is another popular variety of atta which is made from healthy multigrains. This is a unique mix of six different grains viz. wheat, soya, channa, oat, maize and psyllium husk.
This atta is designed to provide enhanced nutrition for all age groups. The Multigrains in this atta is an excellent source of vitamins and helps in strengthening the immunity. The protein helps in building the strength of the body. The extra fiber helps the food to digest easily.
Moreover, the low content of saturated fats helps to keep the heart healthy. These ingredients infuse proteins, vitamins, minerals and fiber into your daily diet, thereby helping your family stay active and healthy.
Finally, inspite of including all these healthy elements, the Atta still retains its good taste, which is very important.
3. Aashirvaad Sugar Release Control Atta
Aashirvaad Sugar Release Control Atta, 1kg
This is one of the recent additions to Aashirvaad atta. This atta is added to the Aashirvaad brand keeping in mind the health needs of people. Aashirvaad Sugar Release Control Atta is a healthy mix of whole wheat flour, pulses and legumes. It is a unique natural grain mix.
The ingredients like oats and methi ensure that this atta is high in protein and fiber but with a low Gyclemix index. It releases sugar slowly into the body and helps in preventing sugar level spikes.
Aashirvaad Sugar Release Control Atta is clinically tested to have a Glyclemix index (GI) lower than 55. It has a unique formula of selecting the ingredients used in proper proportion, in order to have the same taste and profile like other normal attas.
You can include this atta in your regular diet as a staple food and make your diet healthy. It is suitable for making rotis, Chappattis, paranthas and pooris.
4. Aashirvaad select atta
Aashirvaad Select Superior Sharbati Atta, 5kg
Aashirvaad select is one of the best quality attas made from the best available wheat ie., the Sharbati Wheat. Sharbati wheat which is harvested in the Sehore region of Madhya Pradesh, is a premium quality wheat. This region has a good climate with adequate rain, making its wheat superior. Each grain has a golden sheen and feels heavy in the hand.
The Sharbati wheat grains are handpicked and so they are consistent in size. This is why the rotis made from aashirvaad Select atta have a delightful aroma and stay softer for a longer time. This atta gives one of the softest, finest and fluffiest rotis.
The processing locks the nutrition, taste and makes the rotis healthy.
5. Aashirvaad Fortified atta
Aashirvaad Fortified Chakki Atta, 5kg
Asshirvaad Fortified atta is one of the newer additions to the atta category. This atta is enriched with micro-nutrients like iron, folic acid and vitamin B -12. This enriched atta is made to tackle the issue of micro-nutrient deficiency. Fortification of flour is a cost-effective method to help eradicate anaemia, vitamin and mineral deficiencies that affect children and adults.
Iron is important for the overall development of children. This enriched atta has micro-nutrients like folic acid, iron and vitamin B12, which help in development process and growth in children. Further, it still helps in making your rotis soft and fluffy.
Currently there are some some malicious and false video clips circulating on social media claiming that AASHIRVAAD Atta contains plastic and rubber.
We would like to the quote the company’s clarification in this regard :
“ The company has clarified stating that AASHIRVAAD Atta does not contain plastic or rubber. Utmost care is taken in its manufacture at HACCP / ISO-certified manufacturing locations, ensuring compliance with all applicable laws and adherence to the highest quality norms..
What is being shown in the videos as a rubber-like substance, is, in fact, wheat protein, which occurs naturally in many grains like wheat, oats, barley, etc.
The standards prescribed for atta under Food Safety and Standards Act, 2006 mandates that atta must contain not less than 6% of wheat protein on a dry weight basis. Accordingly, it is not just AASHIRVAAD Atta, but any atta made from wheat should have a minimum content of wheat protein at prescribed levels. It is this wheat protein which binds the atta making it possible to roll chapatis.
In this context, we would also like to inform you that several clarification videos have been posted by independent persons setting the facts right and explaining how the propaganda against AASHIRVAAD Atta is false. We provide below the links to some such videos. The Company has also released media advertisements and digital campaigns explaining the factual position.”
Please see the company clarification on the same in the below link.
ITC Aashirvaad’s communication countering fake videos
ABP NEWS – VIRAL SACH countering Fake Videos:
https://www.youtube.com/watch?v=HPhmSmBPcVI
In conclusion, we feel that Aashirvaad atta is a trusted brand from ITC. It has become hugely popular because of its immense research and endeavour in getting healthy atta to our doorstep. You can trust and make the healthy choice of buying this atta.
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