ITC expects consumer spending on its flagship Aashirvaad food brand to double to ₹20,000 crore over the next five years, from more than ₹10,000 crore currently. The company is expanding the brand beyond its core atta business to capture more food consumption occasions.
Aashirvaad’s growth strategy has two key focus areas: strengthening its wheat flour business through greater segmentation and premiumisation, while expanding into adjacent categories such as ready-to-cook foods, frozen snacks, staples, spices and fresh foods.
ITC Foods Division CEO and Executive Director Hemant Malik said the company expects to double consumer spending on the brand within five years. The ₹20,000-crore figure refers to total consumer spending on Aashirvaad products, rather than ITC’s own revenue from the brand.
Aashirvaad, launched as a whole wheat atta brand in 2002, has since expanded into multiple food categories. ITC is also using the brand to tap growing demand for convenience foods, including ready-to-cook and frozen products.
The expansion is part of ITC’s broader ambition to strengthen its position in India’s FMCG market by building large food brands across everyday consumption categories.
