ITC targets doubling of Aashirvaad consumer spending to ₹20,000 crore

ITC Ltd. has set an ambitious growth target for Aashirvaad, its flagship food brand, seeking to double consumer expenditure over the next five years as part of a broader strategy to strengthen its position in India's fast-moving consumer goods sector.

Hemant Malik, Chief Executive Officer of ITC's Foods Division and Executive Director, outlined a two-pronged approach for the brand. While reinforcing Aashirvaad's dominant position in the wheat flour segment, the company plans simultaneous expansion into adjacent categories including ready-to-cook foods and frozen snacks to tap into evolving consumer preferences.

Since its launch in May 2002 as a whole wheat atta brand, Aashirvaad has grown into one of India's most recognized kitchen brands with a portfolio exceeding 200 stock-keeping units. The expansion strategy builds on this foundation, extending the brand's reach into staples, spices, and fresh food categories alongside its newer frozen offerings.

The initiative aligns with ITC's broader aspiration to establish itself as India's leading FMCG player. By leveraging Aashirvaad's established consumer trust and brand equity, the company aims to capture incremental spending across multiple food categories while consolidating its existing market leadership in wheat flour.