Mumbai: ITC Aashirvaad has unveiled a new regional innovation — Aashirvaad Boga Atta — a premium fine white wheat flour tailored to the culinary preferences of consumers in Assam. This launch marks the brand’s continued commitment to offering regionally relevant products made with superior quality and care.
Designed especially for Assamese households where food is synonymous with love and tradition, Aashirvaad Boga Atta stands out with its smooth white texture and soft consistency, making it perfect for preparing local favorites such as luchis, rotis, and pithas. The product is made using high-quality wheat and an advanced milling process that ensures consistent hygiene and superior taste, filling a significant quality gap in a market currently dominated by loosely sold atta lacking standardization.
Speaking on the launch, Anuj Rustagi, Chief Operating Officer – Staples and Adjacencies, Foods Division, ITC Ltd, said, “With the launch of Aashirvaad Boga Atta, we are bringing Assamese families an atta that matches regional specifications of taste and quality. This launch is a testament to Aashirvaad’s commitment to regional relevance and our mission to bring uncompromising quality to every Indian kitchen. With Aashirvaad Boga Atta, mothers no longer have to choose between taste, hygiene, and health — they can have it all. Because when it comes to feeding the family, every meal should be a celebration of care.”
Available in a convenient 1kg pack priced at MRP ₹60, Aashirvaad Boga Atta is now stocked across general stores in Assam. The product seeks to redefine everyday cooking experiences with quality, hygiene, and taste — bringing a trusted brand closer to the heart of Assam’s kitchens.
