ITC expects Aashirvaad to double consumer spends to ₹20,000 cr in 5 years

Diversified conglomerate ITC expects consumer spending on its flagship food brand Aashirvaad to double to Rs 20,000 crore over the next five years, from around Rs 10,000 crore currently, as it expands into newer food categories and adjacent segments, a senior company official said.

The company is amplifying Aashirvaad's play with a two-pronged strategy for the brand -- strengthening its core atta (wheat flour) business while expanding into adjacent categories such as ready-to-cook foods and frozen snacks, said Hemant Malik, Chief Executive Officer, Foods Division, and Executive Director, ITC Ltd.

Aashirvaad started its journey in May 2002 as a whole wheat atta brand and has since grown into one of the country's most trusted kitchen brands, with a portfolio of more than 200 SKUs (stock-keeping units).

ITC, which aspires to become India's leading FMCG player, has expanded Aashirvaad beyond wheat flour into staples, spices and fresh foods, and even the frozen category, now has consumer