Diversified conglomerate ITC expects consumer spending on its flagship food brand Aashirvaad to double to ₹20,000 crore over the next five years, from around ₹10,000 crore currently, as reported by Business Standard. According to Hemant Malik, Chief Executive Officer, Foods Division, and Executive Director, ITC Ltd, the company is implementing a two-pronged strategy for the brand - strengthening its core atta (wheat flour) business while expanding into adjacent categories such as ready-to-cook foods and frozen snacks.
Aashirvaad started its journey in May 2002 as a whole wheat atta brand and has since grown into one of the country's most trusted kitchen brands, with a portfolio of more than 200 SKUs (stock-keeping units). As reported by Business Standard, ITC has expanded Aashirvaad beyond wheat flour into staples, spices and fresh foods, with consumer spends now exceeding ₹10,000 crore. The brand's products are now manufactured across a network of 66 facilities spread across the country, enabling ITC to cater to diverse consumer needs pan-India.
According to Malik, the atta category continues to offer substantial opportunities for growth through segmentation and premiumisation as consumers increasingly seek products catering to specific nutritional, wellness and regional preferences. As reported by Business Standard, the brand has expanded its portfolio beyond regular atta to include multigrain, high-protein, organic and millet-based variants. Malik emphasized that "premiumisation is not merely about a higher price point" but about consumers willing to spend on products that offer tangible value through superior quality, convenience, health and nutritional benefits.
ITC is leveraging Aashirvaad's brand equity to enter new food categories and increase consumption occasions. According to Business Standard, through the brand, ITC has entered the fresh foods space with its ready-to-cook range, including ready-to-cook chapatis targeted at time-pressed, younger households, each pack offering 10 chapatis without added preservatives and a shelf life of 5-6 days. The company's newest bet in the packed food segment is sattu (made up of dry-roasted gram), which is rich in protein and fiber, initially launched in eastern markets including Bihar, Jharkhand and West Bengal.
In FY26, ITC's FMCG products were reaching around 28 crore households with nearly ₹37,000 crore in consumer spending, as reported by Business Standard. The company's objective is to be present in categories where it can meaningfully address consumer pain points through innovation and differentiation. Malik stated that ITC's ambition is to scale sattu nationally and make it a widely accessible and affordable protein option for consumers, with significant potential beyond its current markets.
