ITC Aashirvaad has launched a new product, Aashirvaad Boga Atta, specifically for the Assam market. The company says the fine white atta is designed to meet the region’s culinary preferences and address the hygiene concerns associated with the loose, unbranded atta commonly sold in the local market.
The product is aimed at providing a high-quality, consistent, and hygienic option for preparing traditional Assamese dishes such as luchi and roti.
Available in 1kg packs at general stores across Assam, it is priced at ₹60. The launch of Boga Atta is part of Aashirvaad’s broader strategy to provide quality products for every Indian kitchen, while also demonstrating a commitment to regional relevance, according to a press release from ITC Ltd.
Anuj Rustagi, chief operating officer – Staples and Adjacencies, Foods Division, ITC Ltd, said, “With the launch of Aashirvaad Boga Atta, we are bringing Assamese families an atta that matches regional specifications of taste and quality. This launch is a testament to Aashirvaad’s commitment to regional relevance and our mission to bring uncompromising quality to every Indian kitchen. With Aashirvaad Boga Atta, mothers no longer have to choose between taste, hygiene, and health — they can have it all. Because when it comes to feeding the family, every meal should be a celebration of care.”
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Naresh Khanna – 10 February 2025
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