ITC Aashirvaad has introduced a ‘Quality Certificate’ for its Superior MP Atta packs across South India, covering Tamil Nadu, Karnataka, Kerala, and Andhra Pradesh. The initiative aims to provide consumers with information on the quality parameters followed during the production of the atta.
As part of the launch, the brand has released a new television commercial (TVC) featuring actress Sneha, who continues her association as Aashirvaad’s brand ambassador.
Atta is widely consumed in South Indian households, and Aashirvaad’s new move addresses consumer interest in understanding product quality from sourcing to packaging. Each pack of Aashirvaad Superior MP Atta will now carry a Quality Certificate outlining key details about the product’s composition and testing processes.
The certificate includes information such as:
- 100% Atta, 0% Maida composition
- Fibre and protein nutritional values
- Water absorption percentage, which influences the softness of rotis
- Over 40 quality control tests conducted on every batch
Mr. Anuj Kumar Rustagi, COO, Staples & Adjacencies, ITC Foods, said, "Aashirvaad Quality Certificate is testament to our unwavering commitment to delivering the highest quality atta to our consumers. Each grain of Aashirvaad atta goes through multiple checks and processes to ensure the best is delivered to the consumer. This certificate is our initiative to instil transparency and empower consumers with information that will help them select the best product for their family.”
Watch the Tamil video here:
Watch the Kannada video here:
Watch the Malayalam video here:
Speaking on her continued collaboration, actress Sneha said, "It’s wonderful to be associated with Aashirvaad! I have cherished their products for years, and I can personally vouch for their quality. The new quality certificate is a clear reflection of Aashirvaad's dedication to maintaining world-class standards. I trust Aashirvaad, and I am proud to share my experience with everyone."
The brand’s new TVC presents a family’s search for product assurance, leading to the discovery of the Quality Certificate and its listed checks. The campaign also includes a participatory feature where consumers can scan the pack to view the certificate, highlighting the testing process and product composition.
