Taking a major step towards driving sustainable packaging, Aashirvaad Organic Atta introduced paper-based packaging. Aashirvaad’s Organic Range of atta and dals helps consumers in their journey towards a more sustainable way of life, while also providing expertly sourced and hygienically packed staples.

The packaging of Aashirvaad Organic Atta uses paper, which is renewable as well as a biodegradable material. The pack ensures product shelf life as good as any other pack available in the market. The paper used in this pack is from ITC’s Paperboards and Specialty Paper Division.

This initiative is in line with ITC’s Sustainability 2.0 vision which strives to strengthen the company’s multi-dimensional efforts to combat climate change, enable the transition to a net zero economy, work towards ensuring water security for all, restore biodiversity through adoption of nature-based solutions, create an effective circular economy for post-consumer packaging waste and scale up programmes that support sustainable livelihoods.

Commenting on the initiative, Ganesh Sundararaman, SBU chief executive – Staples, Snacks and Meals, ITC, said, "At ITC, sustainability has always been an integral part of our ethos of conducting business. We believe that we have to be not only agile, consumer focused and innovative, but also purpose-driven and responsibly competitive. This unique launch is a significant step towards our commitment to promote sustainable packaging. We are confident that our new offering will be appreciated by our trusted customers.”

The new packaging also includes a unique QR code to enhance sourcing traceability by entering a UID code mentioned at the back of the pack which enables consumers to trace the product to a group of farmers from whom the raw materials were sourced. In addition to this, Aashirvaad Organic Atta is certified organic as per the National Programme for Organic Production of India and as per the National Organic Program of the US. The whole wheat organic atta undergoes stringent checks to deliver superior quality to consumers and is one step forward to a more sustainable lifestyle.

The new paper-based pack will be available for purchase across select retail outlets and eCommerce platforms in Bangalore.