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FMCG major ITC’s Aashirvaad atta has become a Rs 4,000-crore brand in the wheat flour market, with around 28 per cent share in the branded segment. The company as part of its expansion plans is also expanding brand Aashirvaad into new segments as milk and ghee in the dairy category, besides spices, instant mixes, ready meals etc.
In India, branded wheat flour market is growing rapidly; and presently, around 60 per cent of households purchase wheat, 25 per cent buy loose wheat flour and balance 15 per cent buys packaged wheat flour.
The company is now offering customised atta blends in wheat flour category in accordance with regional preferences; and in health segment, it has sugar release control atta, and multi grains etc. The company is also evaluating some other segments like maida, suji, besan for expansion of Aashirwad brand.