AASHIRVAAD 

By-
 Aastha Sharma 
Roopali Chadha 
Sangay Dema
Ujvin Nivetia
Vinisha Virani 
Zenia Garg 
INTRODUCTION
■ ITC is one of the India’s foremost private sector companies who has market
capitalisation of US $ 50 billion and Gross Sales Value of US $ 10 billion.
■ ITC initially started its business with Cigarettes and has now diversified
presence in FMCG, Hotels, Packaging, Paperboards & Specialty Papers and
Agri-Business. 
■ Aashirvaad brand was established in the year 2002, in support to their
vision to provide quality products to their customers
■ The brand has all its grains hand-picked for finest grains to provide
consumers with best ingredients for their kitchen use
■ It started off with Aata and now has diversified into; 5 Aata brands, Salt,
Ghee, Milk, 6 types of Spices, 4 types of Instant Mixes, Rice and 3 antient
grains flours.
■ The brand in a short span gained a great market share in India and also
started exporting premium products to some foreign countries.  
AASHIRVAAD
■ Brand Name:

■ Logo & Symbol:

■ Target Market & Segmentation

– Home-makers
– Urban Consumer Market 
– Middle class 
■ Customer’s buying behaviour : Convenience product
■  Level of involvement : Low-involvement
■  Core Product : Products which are pure and provides more nutrition and taste.
■ Augmented Product : Easy Availability and brand assurance of ITC Ltd.
■ POD
– First mover advantage
– Purity
– Authentic process
■ POP
■ 2002
ITC launched Aashirvaad Brand in two variants:
1. Aashirvaad Select
EVOLUTION 2. Aashirvaad Whole Wheat Atta
■ 2003
Aashirvaad Pure Salt was launched
      OF  ■ 2005

AASHIRVAA Foray into new segment – ‘Ready to Eat’ meals

D ‘Aashirvaad Ready Meals’

Aashirvaad achieved a market share of 45%
■ 2006
Foray into Branded Spice Market and Instant
Mixes Market
■ 2007
Aashirvaad achieved a market share of 52%
■ 2008
Consumer spending for Aashirvaad brand
EVOLUTION reached to Rs. 1000 Crore
■ 2009-10
Market share for Aashirvaad reached to 56%
      OF  ‘Aashirvaad Multigrain Atta’ was launched

AASHIRVAA ■ 2011

D Introduction of Aashirvaad ‘Rasam’ & ‘Sambar’

blended powders in the spice segment
■ 2013
Consumer spending for Aashirvaad reached over
Rs. 2000 Crore
‘Aashirvaad Atta with Methi’ was launched in its
extension
■ 2016
Foray into dairy segment by launching ‘Aashirvaad

CONTD.... Svasti’ with Pure Cow Ghee in select markets.

Consumer spending reached over Rs. 3000 Crore
■ 2017
Consumer spending reached over Rs. 3500 Crore
■ 2018
Aashirvaad Sugar Release Control Atta– a low
Glycaemic Index atta, was introduced
Consumer spending reached Rs. 4000 Crore
Extension into dairy segment by launching pouch
milk under brand – ‘Aashirvaad Svasti’
BRAND EXTENSIONS
■ EXTENSIONS:
1.     Aashirvaad whole wheat atta  
2.     Aashirvaad Select atta  
3.     Aashirvaad sugar release control atta  
4.     Aashirvaad fortified atta  
5.     Aashirvaad Atta with multigrain  
6.     Aashirvaad Instant mixes  
7.     Aashirvaad salt  
8.     Aashirvaad spices  
9.     Aashirvaad rice  
10.  Aashirvaad nature’s superfoods   
11. Aashirvaad Svasti
BRAND EXTENSIONS
■  It started off with Aata and now has diversified into; 5 Aata brands, Salt, Ghee, Milk
and 6 types of Spices, 4 types of Instant Mixes, Rice and 3 antient grains flours. 
■ Aashirvaad has leveraged through the parent brand ITC which has linkages with the
farmers to diversify the brand extension. 
■ Through its core business it has possessed the massive distribution network that
gives its extension advantage of the same.   
■ With the help of the core product which has a huge market base of Rs. 30,000
crore atta business in the country, the brand equity that Aashirvaad has earned
would even get reflected to the other products.  
■ In all, the idea of brand extension is great for Aashirvaad as it could benefit from the
parent brand through its value and supply chain, distribution channel and use the in
house produced raw materials to cut costs down and create a chain of processes
linked together.    
Benefits Provided by
‘Aashirvaad Aata’  
They provide value to the customer : 
A) Nuture through nature
Products ingredients are carefully nurtured and processed through 4 steps

B) Straight from the source

They bring the quality grain from the farmers

C) Hygiene from start to finish

They ensure high standard of food safety and hygiene

D) Ground breaking packaging

The wheat grain are ground via modern "chakki" grinding process.

E)  Locking in nutrition

■ Television Advertisement
– Purity
– Language
AASHIRVAA – Motherly bond

D's IMC ■ Print Advertisements

■ Out of home
Strategy ■ Online advertisement
– Recipe online
– Advertisement
■ Co-Branding
■ Aarshivaad atta-
– Tagline: Khusiyan Chun Chun Ke 
– 0%maida, 100%atta 
– A true promise of purity and wholesome 
■ Aarshivaad salt 
– Tagline: Aasarvaad namak khanne mai
AASHIRVAA laayey aasli sawaad 
– Jeet ka namk

D's IMC – Goodness of nature

■ Aarshirvaad Swasti Ghee 
Strategy – Tagline: Mehek itni khaas, laayey saabko
paas (smell &taste)
■ Aarshirvaad spice
– Just like homemade, with your mother’s
touch (purity)
■ Aarshirvaad instant mix
– Authentic taste and its consistency 
THANKYOU