ITC is looking to strengthen its offerings in wellness category under the branded packaged foods business, even as it looks to leverage the equity of the 'Aashirvaad' brand across other segments. The recent launch of the 'Aashirvaad sugar release control atta' is seen as one such move to shore up the health-based portfolio.
Priced at Rs 60/kg, the new variant - the sixth sub-brand under Aashirvaad atta - has low glycaemic index, useful for diabetic patients. It has already been rolled out nationally. A lot of products - catering to the wellness segment and otherwise - are in development stages across the company's Life Sciences & Technology Centre in Bengaluru.
ITC has business a interests in cigarettes, hotels, paperboards and specialty papers, packaging, agri-business, packaged foods and confectionery, information technology, branded apparel, personal care, stationery, safety matches and other FMCG products