ITC Aashirvaad launches high-protein atta

The new offering is crafted with a thoughtfully selected blend of wheat, 10 per cent soya (a source of complete protein), Bengal gram, and oats

Aashirvaad announced the launch of its latest offering, Aashirvaad Atta with High Protein. The new innovative offering is aimed to make the daily protein requirement more accessible for consumers.

The new offering is crafted with a thoughtfully selected blend of wheat, 10 per cent soya (a source of complete protein), Bengal gram, and oats. The atta delivers approximately 15g of protein per 100g while retaining the taste and softness of a roti. Just 3 rotis a day made from this flour can help fulfil around 1/4th of the recommended daily protein requirement.

Anuj Rustagi, Chief Operating Officer – Staples and Adjacencies, Foods Division, ITC said, “Earlier awareness about protein consumption was unique to nutrition-conscious individuals who are gym-goers, fitness enthusiasts or mothers would mostly give protein-rich food to children. This scenario has changed now with increasing conversations among a wider section of consumers around the importance of protein to maintain an active lifestyle. At Aashirvaad, we believe that taking care of nutrition begins at home, with everyday meals. We expect that Rotis made with Aashirvaad Atta with High Protein will act as a rich source of Protein for Indian families in the days to come.”

Aashirvaad Atta with High Protein will be available on e-commerce platforms in Delhi, Mumbai, Bengaluru, Hyderabad, and Chennai, in 1kg and 5kg SKUs.