ITC Ltd. has strategically expanded its staples portfolio in Assam with the launch of Aashirvaad Boga Atta, a premium fine white atta crafted to cater specifically to the region’s culinary preferences. With loose atta still dominating Assam’s rural and semi-urban markets—often marked by inconsistent quality and hygiene—this move signals ITC’s intent to formalize and premiumize the local flour economy.
The product is made from superior wheat using advanced automated milling, ensuring high standards of hygiene and uniformity. Priced at ₹60 for a 1kg pack, Boga Atta aims to bridge the gap between traditional tastes and modern quality expectations, offering Assamese households a trusted choice for preparing luchis, rotis, and pithas.
Anuj Rustagi, COO – Staples and Adjacencies, Foods Division, ITC Ltd., noted that the launch reflects Aashirvaad’s growing focus on regional customization and health-conscious offerings in a fragmented market. A key agro-commercial center in Upper Assam, local traders view the product as a timely addition. Boga Atta is expected to appeal to middle-class families seeking quality, hygiene, and convenience without compromising on traditional food experiences.
