Aashirvaad is a brand of staple food

Staple food

A staple food is one that is eaten regularly and in such quantities that it constitutes a dominant portion of a diet, and that supplies a high proportion of energy and nutrient needs. Most people live on a diet based on one or more staples...

 and kitchen ingredients owned by ITC Ltd.

ITC Ltd.

ITC Limited public conglomerate company headquartered in Kolkata, India. It is engaged in four business segments: Fast Moving Consumer Goods , Hotels, Paperboards, Paper & Packaging and Agri Business. Its turnover is $7 billion and a market capitalization of over $33 Billion. The company has its...

. The Aashirvaad range of products include Atta

Atta flour

Atta is the Hindi word for oven, and flour is the main ingredient of most varieties of Indian, Bangladeshi and Pakistani bread. Atta generally refers to the oven used in cooking the bread. Flatbreads made from atta, such as chapati, roti, naan and puri, are an integral part of Indian cuisine...

, Salt

Salt

In chemistry, salts are ionic compounds that result from the neutralization reaction of an acid and a base. They are composed of cations and anions so that the product is electrically neutral...

, Spices and Instant mixes.

Atta

ITC entered the branded Atta market with the launch of Aashirvaad Atta in Jaipur and Chandigarh on 26 May 2002. The product is now available all over India.

The Aashirvaad package is PET Poly, with the design showcasing the farming process undertaken in the rural heartland of India in the form of a Madhubani painting

Madhubani painting

]]Madhubani painting or Mithila painting is a style of Indian painting, practiced in the Mithila region of Bihar state, India and the adjoining parts of Terai in Nepal. In the present time the main artists include Smt Bharti Dayal ' Ganga devi ' Smt Bua Devi ,late Smt Jagdamba Devi,late Smt Sita...

.

Select atta

Aashirvaad Select Atta is made from Sharbati wheat which comes from Madhya Pradesh. Aashirvaad Select Atta (5 kg pack) was awarded the World Star Award for Excellence in Packaging in the Consumer Pack Category.

Spices

ITC forayed into the branded spices market with the launch of Aashirvaad Spices in Northern India in May 2005. The offering currently consists of Chilli

Chili pepper

Chili pepper is the fruit of plants from the genus Capsicum, members of the nightshade family, Solanaceae. The term in British English and in Australia, New Zealand, India, Malaysia and other Asian countries is just chilli without pepper.Chili peppers originated in the Americas...

, Turmeric

Turmeric

Turmeric is a rhizomatous herbaceous perennial plant of the ginger family, Zingiberaceae. It is native to tropical South Asia and needs temperatures between 20 °C and 30 °C and a considerable amount of annual rainfall to thrive...

 and Coriander

Coriander

Coriander is an annual herb in the family Apiaceae. Coriander is native to southern Europe and North Africa to southwestern Asia. It is a soft, hairless plant growing to tall. The leaves are variable in shape, broadly lobed at the base of the plant, and slender and feathery higher on the...

 powder in SKUs of 50g, 100g, 200g and 500g each.

The company entered organic food

Organic food

Organic foods are foods that are produced using methods that do not involve modern synthetic inputs such as synthetic pesticides and chemical fertilizers, do not contain genetically modified organisms, and are not processed using irradiation, industrial solvents, or chemical food additives.For the...

s retailing in July 2007 with the launch of Aashirvaad Select Organic Spices. Aashirvaad Select currently offers chilli, turmeric and coriander powders. The organic spices are available in packs of 100 grams.

Instant mixes

This range, launched in March '06, includes Gulab Jamun

Gulab jamun

Gulab jamun is a popular dessert in countries of the Indian Subcontinent such as India, Pakistan, Sri Lanka, Nepal and Bangladesh. It is made of a dough consisting mainly of milk solids, traditionally, khoya, an Indian milk product is rolled into a ball together with some flour and then deep fried...

, Rava Idli

Rava idli

Rava idli is a variation of the popular South Indian breakfast item, idli, made with rava or Bombay rava.-History:It is a speciality of the state of Karnataka in India and the popular restaurant chain, Mavalli Tiffin Rooms of Bangalore claims to have invented it...

, Rice Idli, Rice Dosa

Dosa

Dosa or Dhosai is a fermented crepe or pancake made from rice batter and black lentils. It is indigenous to and is a staple dish in the southern Indian states of Andhra Pradesh, Karnataka, Kerala, and Tamil Nadu, as well as being popular in Sri Lanka...

, Khaman Dhokla

Dhokla

Dhokla or Dhokra is a vegetarian food item that originates from the Indian state of Gujarat. It is made with a fermented batter of gram flour . Dhokla can be eaten for breakfast, as a main course, as a side dish or as a snack...

, Rasmalai and Vada

Vada

Vada ; also known as wada or vade or vadai , is a savoury fritter-type snack from South India.-Description:Vada can vary in shape and size, but are usually either doughnut- or disc-shaped and are about between 5 and 8 cm across. They are made from dal, lentil, gram flour or potato.Vada is a...

 mix. The Rava idli Mix is available in 500g pack and rest of the products are available in 200g packs. The latest entrants to the portfolio include Rasmalai and Vada mixes. Rasmalai mix is available in 126g pack and Vada mix in 200g pack.

Multi-purpose cooking paste

The Multi-Purpose Cooking paste is the latest offering from the ‘Aashirvaad’ brand. The ‘Aashirvaad’ Multi-Purpose cooking paste is positioned as a kitchen aide. The product, ‘Bhuna hua taiyaar masala’, is a fried paste of onions, tomatoes, ginger and garlic shallow fried in refined sunflower oil.
It is a basic paste used for most North Indian dishes

North Indian cuisine

North Indian cuisine , part of Indian cuisine, is a term used to refer to the cuisines found in Northern India which includes the Indian states: Jammu and Kashmir, Punjab, Haryana, Himachal Pradesh, Rajasthan, Uttarakhand and West-Central Uttar Pradesh...

. It is suitable for all tomato-based dishes.

The ‘Aashirvaad’ Multi-Purpose Cooking paste is available in Delhi, Chennai, Hyderabad, Bengaluru, Kolkata, Ahmedabad, Mumbai and Pune at grocery outlets. It is available in pouch size of 100g and 280g bottle

External links

• Aashirvaad Official Site
• ITC Foods, Aashirvaad