Indiantelevision.com Team

(18 July 2007 10:24 pm)

BANGALORE: ITC Foods kitchen ingredients brand Aashirvaad, today announced the launch of its new range of 'Aashirvaad select organic spices' in Bangalore.

ITC Foods divisional chief executive Ravi Naware said, "Organic farming seeks to provide consumers with food that is 100 per cent natural and prepared in a manner that is beneficial to our environment. Nowadays consumers are very knowledgeable about the health benefits of organic food products and the demand for organic food is on the rise. With the launch of Aashirvaad Select Organic Spices, we aim to provide a range of natural spices to our discerning Indian homemakers."

As per the release, Aashirvaad has also obtained the India Organic Certification for its range of select organic spices.

Aashirvaad will contribute Rs 5 per kg of sales of the Select organic spices to its 'Boond Se Sagar' Rainwater Harvesting programme. This initiative helps Aashirvaad partner with millions of consumers who buy Aashirvaad products, to make a meaningful contribution to the water conservation efforts of the nation.

The latest offerings of Aashirvaad Select Organic Spices - coriander, chilli and turmeric powders are available in packs of 100 gms and are priced at Rs 32, Rs 30 and Rs 24 respectively.

The range will be available across all grocery and departmental stores across metros. The packaging for the organic range is made of ECF (Elemental chlorine free) board that does not contain chlorine and therefore makes it totally environment friendly, as per the official release.

Aashirvaad is the main meal brand in the ITC Foods portfolio and offers various basic food options to the consumers. Aashirvaad entered the food business with the launch of Aashirvaad atta in 2002 and claims a 52 per cent market share. Other offerings under the Aashirvaad umbrella brand include salt, instant-mixes and spices.