Aashirvaad Atta Introduces ‘Quality Certificate’ to Ensure Transparency

ITC’s Aashirvaad, India’s leading atta brand, is setting new benchmarks in quality assurance with the launch of a ‘Quality Certificate’ across South India — including Tamil Nadu, Karnataka, Kerala, and Andhra Pradesh.

Reuniting with actress Sneha as brand ambassador in their latest TVC, Aashirvaad highlights the importance of choosing high-quality atta — a staple in South Indian households. While the brand has consistently delivered trusted quality, the new initiative aims to guide consumers facing overwhelming choices in the market.

Every pack of Aashirvaad Superior MP Atta now includes a certificate confirming key attributes: 100% atta (0% maida), high fiber and protein, optimal water absorption for soft rotis, and over 40 quality checks per batch.

The campaign asks, “Does your atta meet all quality standards?” and invites consumers to verify the certification themselves via pack scanning. With this, Aashirvaad reinforces its commitment to quality, trust, and transparency.

05-06-2025