ITC Aashirvaad, India’s leading packaged atta brand, has unveiled a new product ; Aashirvaad Boga Atta specially crafted for Assamese households. Designed to cater to regional tastes, this premium fine white atta aims to elevate traditional meals like luchis, rotis, and pithas with superior quality and hygiene.
Assam’s market has long relied on loose atta, often lacking consistency and sanitation. With Boga Atta, ITC addresses these concerns by offering a packaged alternative made from high-quality wheat using automated milling processes. The result is a fine white flour ideal for soft, fluffy preparations that form the heart of Assamese cuisine. Speaking on the launch, Anuj Rustagi, COO – Staples and Adjacencies, Foods Division, ITC Ltd., said, “With Aashirvaad Boga Atta, Assamese mothers no longer have to compromise between hygiene and taste. It’s our commitment to bring regionally tailored quality to every Indian kitchen.”
Retailers have welcomed the product, noting a growing demand among urban consumers for branded, hygienic staples. With its competitive MRP of ₹60 for a 1kg pack, Boga Atta is poised to make a strong mark fast-modernizing grocery segment, offering both convenience and culinary authenticity.