Brand Targets Major Consumer Growth
ITC is targeting a significant expansion of its Aashirvaad brand, with plans to double consumer spending on the portfolio to around ₹20,000 crore over the next five years.
The company plans to achieve the target through category expansion and stronger offerings across atta and other food products. Aashirvaad, one of ITC’s key FMCG brands, is expected to broaden its presence beyond its established position in the packaged flour segment.
The strategy is aimed at increasing the frequency and value of consumer purchases by offering a wider range of food products under the Aashirvaad brand. Strengthening its core atta business while entering additional categories could help ITC capture a larger share of household food spending.
The company’s focus on portfolio expansion reflects the growing competition in India’s packaged food and FMCG markets, where brands are increasingly seeking to build broader consumer relationships across multiple categories.
