ITC expects consumer spending on its flagship Aashirvaad brand to double to Rs. 20,000 crores over the next five years, from more than Rs 10,000 crore currently, as it strengthens its core atta business and expands into newer food categories.
Hemant Malik, CEO, Foods Division and Executive Director, ITC Ltd, said the company is pursuing a two-pronged strategy for Aashirvaad — growing its wheat flour business while entering adjacent segments such as ready-to-cook foods, fresh foods and frozen snacks.
Launched in 2002 as a whole wheat atta brand, Aashirvaad has grown into a major kitchen brand with more than 200 SKUs. Its portfolio now spans staples, spices, fresh foods and frozen products. The brand’s products are manufactured across 66 facilities nationwide.
Malik said the atta category still offers significant growth potential through segmentation and premiumisation, as consumers increasingly look for products suited to specific nutritional, wellness and regional preferences. Aashirvaad has expanded beyond regular atta into multigrain, high-protein, organic and millet-based variants.
The company is also using Aashirvaad’s brand equity to enter categories aimed at increasing consumption occasions. Its portfolio includes ready-to-cook chapatis, besan, vermicelli, rava, soya chunks, frozen naans and parathas, as well as fresh chutneys and sambar.
Among its newer offerings is sattu, a protein- and fibre-rich product made from roasted gram. Aashirvaad Chana Sattu was initially launched in Bihar, Jharkhand and West Bengal, with ITC now looking to expand the category nationally.
Malik said the company’s focus is on entering categories where it can address consumer needs through innovation and differentiation, while offering tangible benefits in areas such as quality, convenience, health and nutrition.
ITC’s FMCG portfolio reached around 28 crore households in FY26, generating nearly Rs 37,000 crore in consumer spending across its products. Consumer spending includes product sales along with channel margins and applicable taxes.