ITC Aashirvaad Launches Atta with High Protein– Just 3 Rotis Fulfill 25% of Daily Protein Requirement

India’s leading packaged atta brand, Aashirvaad has proudly announced the launch of its latest innovation, Aashirvaad Atta with High Protein. 

This brand new futuristic offering aims to make daily protein intake more accessible and convenient for Indian consumers.

As awareness grows around the significance of protein in supporting strength, energy, and overall well-being, more consumers are actively seeking reliable protein sources to meet their health requirements. 

However, challenges such as the high cost of quality protein and cultural food preferences often make it difficult to meet daily needs.

Much Awaited Innovation by Aashirvaad

Catering to customers’ vital needs, Aashirvaad High Protein Atta offers a simple yet affordable solution to enhance protein intake through one of India’s most beloved staples, the roti.

With its latest launch, Aashirvaad aims to aid families bridge their protein gap without altering their everyday eating habits.

As a responsible market leader, Aashirvaad continues to innovate by introducing new variants that align with evolving consumer needs, offering simple and reliable solutions for everyday nutrition.

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Advantages of Ashirvaad High Protein Atta

Aashirvaad High Protein Atta is consciuosly crafted from a carefully selected blend of wheat, 10% soya (a complete protein source), Bengal gram, and oats.

This power-packed unique formulation delivers approximately 15g of protein per 100g of atta, all while preserving the softness and familiar taste of traditional rotis.

Just three rotis a day made with this atta can help meet nearly 25% of an adult’s recommended daily protein intake.

Aashirvaad Atta with High Protein will initially be available on leading e-commerce platforms across Delhi, Mumbai, Bengaluru, Hyderabad, and Chennai.

Consumers can choose from 1kg and 5kg SKUs, with prices starting at ₹80–₹86 for 1kg and ₹386–₹416 for 5kg, depending on the city, starting at ₹80-86 (1kg) and ₹386 – 416 (5kg).

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Expert Advice on the Ashirvaad Innovation

Sharing his thoughts on the recent  launch, Mr. Anuj Rustagi, Chief Operating Officer, Staples and Adjacencies, Foods Division, ITC Ltd., stated,

“Earlier, awareness around protein intake was largely limited to gym-goers, fitness enthusiasts, or mothers focusing on nutrition for their children.Today, that narrative has evolved, with a broader segment of consumers actively discussing the role of protein in maintaining an active and healthy lifestyle.”

The COO of ITC further added,

“At Aashirvaad, we believe that taking care of nutrition begins at home, with everyday meals. With this in mind, we expect that rotis made from Aashirvaad Atta with High Protein will become a rich source of protein for Indian families.”

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