ITC extends the Ashirwad range to spices

India''s largest selling kitchen ingredients brand, Aashirvaad from ITC Foods today announced the launch of its new range of "Aashirvaad Select Organic Spices". The launch of organic spices further reinforces Aashirvaad''s commitment towards providing perfect cooking aids for the Indian homemaker.

Aashirvaad Select range of organic spices is produced with utmost care and tremendous emphasis is given on quality control and handling to ensure a 100 per cent organic end product. Aashirvaad has also obtained the India Organic Certification for its range of select organic spices, which is testimony of the company''s implementation of stringent quality standards. The packaging for the organic range is made of ECF (elemental chlorine-free) board that does not contain chlorine and therefore makes it totally environment friendly.

"Organic farming seeks to provide consumers with food that is 100% natural and prepared in a manner that is beneficial to our environment," said Ravi Naware, divisional chief executive, ITC Ltd - Foods Division. "Nowadays consumers are very knowledgeable about the health benefits of organic food products and the demand for organic food is on the rise. With the launch of Aashirvaad Select Organic Spices, we aim to provide a range of natural spices to our discerning Indian homemakers".

Aashirvaad will contribute Rs5 per kg of sales of the Select organic spices to its Boond Se Sagar (from drops to oceans) rainwater-harvesting programme. This initiative helps Aashirvaad partner with millions of consumers who buy Aashirvaad products, to make a meaningful contribution to water conservation efforts in the country.

Aashirvaad spices will leverage ITC Foods'' sourcing and retail strength to offer consistent quality spices.

The Aashirvaad spices range include coriander, chilli and turmeric powders in packs of 100gms at Rs32, Rs30 and Rs24 respectively. The range will be available across all grocery and departmental stores across metros.