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ITC’s has launched “Aashirvaad Atta with High Protein” under its Aashirvaad brand. The product -- set to rival multigrain and high-fibre wheat flour options in the market -- is targeted at consumers looking to fulfil their daily protein needs through staple food.

The FMCG giant claims that three rotis made from its 'atta' (wheat flour) will fulfil 25 per cent of the consumer's daily protein requirement.

The flour is a mixture of wheat with soya, gram and oats, according to the company. 

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"Earlier, awareness about protein consumption was mostly limited to gym-goers, fitness enthusiasts, or mothers focusing on children’s diets. Today, conversations around protein have expanded to a wider section of consumers who recognize its importance for maintaining an active lifestyle. At Aashirvaad, we believe nutrition begins at home with everyday meals, and this launch is a step toward helping Indian families meet their protein needs," said Anuj Rustagi, COO-staples and adjacencies (foods division) at ITC Ltd.

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1- The price of the flour ranges from Rs 80–86 per kg and Rs 386–416 for 5 kg.

2- The atta is a mixture of wheat with soya, gram, and oats. 

3- Three rotis made from atta will fulfill 25 per cent of the daily protein requirement. 

4- Through this initiative, the daily protein requirement will become more accessible for consumers. 

5-  The protein-rich flour retains the softness and taste of regular rotis.

Aashirvaad atta with high protein will be available on e-commerce platforms in Delhi, Mumbai, Bengaluru, Hyderabad, and Chennai, in 1kg and 5kg SKUs. 

ITC shares registered mild gains on Thursday, rising for the fourth session in a row.

The stock gained as much as 0.7 per cent in intraday trade to Rs 416 apiece on BSE.

At this level, the stock has declined about 14 per cent so far this year, underperforming the Nifty50's 5.2 per cent rise. The Nifty FMCG has inched up 0.2 per cent during this period.

Also Read: ITC Hotels Q1 FY26 Results: Hospitality chain's PAT jumps 54% boosted by robust room sales

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