ITC Aashirvaad, India’s leading packaged atta brand, has entered Assam’s premium white atta segment with the launch of Aashirvaad Boga Atta, targeting consumers seeking quality, hygiene, and regional taste. The product is made from superior quality wheat and processed through advanced automated milling technology to ensure consistent texture and high hygiene standards.
The move comes in response to the dominance of loose atta in the Assam market, which often lacks quality control and consumer confidence. Boga Atta is tailored specifically to Assamese culinary needs, offering the perfect base for soft luchis, rotis, and traditional dishes like pithas. The product is priced at ₹60 for a 1kg pack and is now available at general stores across Assam.
According to Anuj Rustagi, COO – Staples and Adjacencies, ITC Ltd., “Boga Atta embodies our commitment to regional relevance while delivering uncompromising quality to every kitchen.” Retailers have welcomed the launch. The market has witnessed growing demand for branded food staples, driven by changing lifestyles and increasing health awareness. Traders expect Boga Atta to perform well among health-conscious urban households and working professionals looking for hygienic, ready-to-use alternatives.
