Aashirvaad Atta is India’s market leader in branded packaged wheat flour, and from the illustrious ITC stable, a top player in consumer goods. It holds more than 40% market share in the category and consistently sells large volume upwards of 1,00,000 tonnes per month, exceeding Rs.8000 crore in annual sales.
It provides strong functional levers, as well as pitching the emotionally satisfying nourishment and purity elements. On the social side, it activates the cultural and superiority elements. Truly it delivers a multi-dimensional job.
Brand Identity
The packaging colours are indicative, with red as the dominant colour for conveying energy and stimulating appetite. This is a standard industry practice. It also enables the brand to stand out in the retail shelf and grab attention. The green leaves symbolize health, nature and freshness, while supporting the 100% pure proposition. The grain colour used in the imagery depict feelings of warmth and associates the brand with premium quality. The primary font reflects traditional aesthetics and is easy to read. It also smartly connects to a culturally relevant proposition. The white text promotes readability, as well conveying purity of the product, a classic ITC touch perfected over decades in consumer marketing.
Visual Imagery
The image of the finished dish along with ingredients, is the perfect food imagery. It appears as soft and fresh, fluffy and consistent, pandering to the customer sensitivities. The rustic background conveys fertile, rural cues, signifying abundance. The rectangular packaging is the conventional choice in this category. The tone is informative and the visuals are reassuring, and very much up-to-date.
Core Differentiators
The packaging encompasses several messages to communicate purity, quality and health benefits – 0% maida, 100% atta, pure and natural. It features a quality certificate and directs the customer to interactivity through the flip-pack. The brand has seamlessly penetrated the market, sustaining high growth rate and includes line extensions with millets and multi-grains. It remains the number one branded atta and a brand of choice in the staple food market, dominated by Chakkis and abundant availability of locally ground floor.
Brand Leadership Traits
The ITC Aashirvaad Atta brand effectively conveys a successful imagery through packaging, and much thought has gone into fortifying this brand personality trait. It provides strong functional levers, while pitching the emotionally satisfying nourishment and purity elements. On the social side, it activates the cultural and superiority propositions. Truly a multi-dimensional job.
The brand inspires with industry-leading packaging expertise, A role model in harmoniously balancing the multiple brand drivers into the packaging so fluidly. An amazing job from ITC – and we expect nothing less!
