Aashirvaad Atta has announced the launch of its latest direct-to-consumer (D2C) offering ‘Namma Chakki’ in Bengaluru. As the name suggests, ‘Namma Chakki’ aims to be a one-stop destination ...

With over 30,000+ prasad offerings digitally made from Aashirvaad Shudh Chakki Atta, the activation blended sacred rituals with cutting-edge technology to create a deeply moving spiritual journey.

Each pack of Aashirvaad Shudh Chakki atta comes with a QR code that will allow consumers to get information pertaining their atta pack, reinforcing the brands’ pledge to unmatched quality.

“For example, a packet of Aashirvaad atta may cost Rs 50, but if you go to the chakki, it can cost Rs 30. Shipping the products from state to state may also add another Rs 5-6.

Aashirvaad, the packaged atta brand, has been the subject of malicious videos on WhatsApp and other social media platforms alleging that the atta contains plastic. For representational purposes.

FMCG major ITC today said its Aashirvaad atta has become a Rs 4,000-crore brand in the wheat flour market, with around 28 per cent share in the branded segment.

Today Aashirvaad, ITC says, has 75 per cent of the market -- of course, given that wheat in India still is a largely unorganised market, the branded segment is a tiny fragment of the whole.