Key Development 

ITC Aashirvaad brand has launched Aashirvaad Atta with High-Protein to make protein intake easier and more accessible for Indian households. More consumers now view protein as essential for strength, energy, and an active lifestyle, not just for gym-goers or fitness enthusiasts. Yet, high costs, limited options, and traditional eating habits often prevent families from meeting their daily needs.

A Nutritious Blend with Familiar Taste

To address this gap, the new atta combines wheat with 10% soya—a complete protein source—along with Bengal gram and oats. This mix delivers about 15g of protein per 100g while keeping rotis soft and tasty. Families can meet roughly 25% of their daily protein requirement by eating just three rotis made from this flour.

Bridging the Protein Gap in Indian Diets

With this launch, ITC aims to bring better nutrition into everyday meals. The company positions Aashirvaad Atta with High-Protein as a simple solution to tackle protein deficiency, a challenge that continues to affect many parts of India. By blending higher nutrition with familiar taste, the product appeals to health-conscious consumers while staying rooted in traditional eating habits.

Source: Foodtech Network