Beyond the Roti: How Aashirvaad Is Redefining Everyday Nutrition

Press Release | Today, the ITC Crop Development Programme connects 66,00 villages across 8 states and works with over 670+ FPOsBuilding Link from Better Wheat, Better Flour to Better NutritionNew Delhi,Oct 21, 2026 16:23 ISTFor millions of Indian households, the journey of a roti begins long before wheat reaches the kitchen. It starts in farmers’ fields, moves through scientific quality systems, and ultimately reaches consumers as a staple that not only satisfies hunger but also contributes to better nutrition. This integrated farm-to-flour approach forms the foundation of the Aashirvaad Assurance promise, built on three closely connected quality pillars: quality procurement, quality testing and quality nutrition.The first pillar begins at the source. Recognizing that flour quality is determined long before milling, ITC has planned Crop-Development Programmes, Farmer Partnerships, Farmer Producer Organisations (FPOs), e-Choupal and the ITCMAARS- physical and digital (phygital) ecosystem. Through these initiatives, farmers gain access to agronomic guidance, climate-smart practices, quality inputs and market linkages. These initiatives are intricate collective of the guidance from 10+ national and regional agricultural institutes, Indian Council of Agricultural research (ICAR), Indian Institute of Wheat and Barley Research (IIWBR), Indian Agricultural Research Institute (IARI), Punjab Agricultural University (PAU). The wheat is sourced from 9 states, and the traceability and transparency of food safety checks is founded on intricate digital capabilities managed in 300+warehouses. The checks are done end to end from preharvest grain and crop assessment to hub-wise testing to 5 stage testing from mandi to warehouse to factory testing on 11 quality parameters helping improve quality consistency while sourcing superior wheat kernels supplying for approx. 30% wheat procurement fitting to the wide variety of Aashirvaad flours suiting regional preferences. Today, the ITC Crop Development Programme connects 66,00 villages across 8 states and works with over 670+ FPOs, The Sustainable Wheat Crop Development Programme spans approximately 5.7Lakh acres and supports more than 66,000 farmers, providing about 15% of the wheat procurement for the Aashirvaad flours.Quality assurance forms the second pillar of the trust and promise. Wheat undergoes rigorous evaluation across grain assessment, storage, milling and finished-product validation. More than 6,074 samples are tested, over 1,000 Atta batches undergo quality validation, and approximately 2,000 raw-material samples are screened before production. The testing framework includes over 230 pesticide tests covering more than 95 pesticides, evaluation of more than 53 herbicides, and screening for heavy metals, aflatoxins, melamine and microbiological parameters. More than 15 critical quality parameters are assessed for every pack. Together, these measures help ensure that consumers receive flour that is safe, consistent and trustworthy.This assurance naturally extends to the third pillar: Quality Nutrition. As India’s nutrition agenda evolves from food security to nutrition security, Aashirvaad is reimagining everyday staples as vehicles for better nourishment. Atta with Multigrains combines the goodness of 5 grains, has high fibre - 3 rotis provide 35% of daily fibre requirement – aiding regular digestion. Atta with special grains - High Protein delivers 30% more protein than regular wheat atta, helping address protein gaps through rotis already consumed every day. Sugar Release Control Atta, a special natural grain mix that is Low GI and high in protein and fibre, that helps manage post-meal blood-sugar spikes and support overall metabolic health. Atta with Millets provides a perfect blend of regional tradition and nutrition with 25% millets like ragi, jowar, bajra, navane. This flour mix of 5 powerful grains is an easy way of adding millets to daily diets. Khapli Atta, made from traditional Emmer wheat, sourced from Karnataka and Maharashtra, offers the goodness of high protein and high fibre while catering to consumers seeking ancient grain varieties. Namma Chakki Atta milled in small batches for freshness, inspired by the traditional chakkiand includes variants with value added ingredients such as moringa and beetroot.”Together, these three pillars create a seamless continuum from farm to flour to family plate. By linking responsible sourcing, scientific quality assurance and nutrition-led innovation, Aashirvaad demonstrates how India’s most familiar staple can evolve from a source of food security into a powerful contributor to nutrition security.In line with the broader Help India Eat Better ambition, ITC Foods strives to understand and fulfil the evolving needs of Indian consumers and make everyday eating better through a growing range of Better-for-You offerings. This reflects a larger commitment to help India move from food security to nutrition security, with better wheat, better flour and better nutrition for a healthier India.Disclaimer: The material, content, and/or information contained within this impact feature are published strictly for advertorial purposes. T.V. Today Network Limited hereby disclaims any and all responsibility, representation, or endorsement with respect to the accuracy, reliability, or quality of the products and/or services featured or promoted herein. Viewers or consumers are strongly advised to conduct their own due diligence and make independent inquiries before relying on or making any decisions based on the information or claims presented in the impact feature. Any reliance placed on such content is strictly at the individual’s own discretion and risk.- Ends