AASHIRVAAD ATTA

Case :-1
Presented by:
Ganesh Sonar (MM2123200)
Mohit Lowanshi (MM2123360)
Abbey Carvalho (MM2123280)
Rishikesh Gupta (MM2123367)
 INTRODUCTION
• In May 2002, ITC entered the wheat flour i.e. Attamarket with a brand ‘Aashirvaad Atta’
which became the country’s number one packaged Atta brand in a short span of time. It
contains minimum 6% wheat protein according to FSSAI regulations.
• According to the ITC’s divisional chief executive food’s division Hemant Malik,
Aashirvaad has become an Rs 4000 crore brand in the wheat flour market. It captures 28%
market share in the branded wheat flour segment. (Period: March, 2018)
 BRAND BUILDING
• ITC used holistic marketing
• Brand had to command premium while also signaling value for money to its consumers
• It offered several variants of product, making a commodity item charge more price than
unorganized sector
• It then used same belief system to launch other categories in the domains of staple food
items
 PROCESS
• ITC has been able to establish itself as the market leader in the packaged food market.
• To keep the taste of packaged Atta authentic with respect to Chakki Atta, ITC follows
traditional methods to produce it. It obtains the finest wheat grains directly from the farmers
and then the grains are grounded using modern 'Chakki - grinding' process to produce
genuine and authentic Atta.
• ITC also tries to ensure that Aashirvaad Atta contains 100% Atta and no Maida.
• In addition, the quality is maintained such that the dough made from Aashirvaad Atta
absorbsmore water making the Rotis softer.
 PRODUCTS
• Product length of Aashirvaad atta comprises of 5 variants that are depicted below:

• Each product is available in pouches of 1kg, 5kgs, and 10kgs, thus indicating the product
depth.
 ADVERTISEMENT
• https://www.youtube.com/user/AashirvaadAtta/videos
 E-CHOUPAL
• ITC has been able to successfully use its E-choupals initiatives to obtain the finest wheat
grains for the production of Atta directly from farmers.
• This backward integration gives them two distinct advantages:-
1 Reduction of cost
2 Qaulity
 PROBLEM TO DISCUSS
• When looking towards the future, should Aashirvaad consider promoting brand attachment
to its brand or continue with its well-established marketing strategies?
 CONCLUSION
• Aashirvad atta is a well known brand because of all the efforts.
• E-choupal was a big help in making the supply chain robust.
• Holistic marketing was used to make Aashirvad successful.
• There is no need to change the marketing strategy at this point of time
THANK YOU