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Aashirvaad is a brand of staple food and kitchen ingredients owned by ITC Ltd. [1] The Aashirvaad brand was launched in 2002 and its range of products include atta flour, salt, spices, instant food mixes, dairy products and superfoods. [2]
ITC entered the branded atta (packaged wheat flour) market with the launch of Aashirvaad Atta in Bengal and Chandigarh on 26 May 2002. The product is now available all over India. [3] The Aashirvaad package is PET Poly, with the design showcasing the farming process undertaken in the rural heartland of India in the form of a Madhubani painting. [4]
Aashirvaad Select Atta is made from Sharbati wheat which comes from Sehore district Madhya Pradesh.[ citation needed ]
Business Line reported that Aashirvaad brand was the market leader in packaged atta with a market share of 28% and turnover of ₹4,200 crore (US$614.13 million) in 2018. [5]
ITC launched branded packaged salt under the brand name ‘Aashirvaad Salt’ on 26 March 2003. [3]
ITC forayed into the branded spices market with the launch of Aashirvaad Spices in Northern India in May 2005. The offering currently consists of chili, turmeric and coriander powder. [3]
The company entered organic foods retailing in July 2007 with the launch of Aashirvaad Select Organic Spices comprising chili, turmeric and coriander powders. [3]
This range, launched in March 2006, includes gulab jamun, rava idli, rice idli, rice dosa, dhokla, khaman, rasmalai and vada mix. [3] In 2021, it entered the ready-to-mix Indian breakfast sector with instant poha, upma, sambar and suji halwa mixes. [6]
The ‘Aashirvaad’ Multi-Purpose cooking paste ‘Bhuna hua taiyaar masala’, is a fried paste of onions, tomatoes, ginger and garlic shallow fried in refined sunflower oil. It is a basic paste used for most North Indian dishes. [7]
Aashirvaad entered packaged dairy segment in 2015 with the launch of ghee. [8] The dairy division also includes milk, curd, paneer, lassi and mishti doi sold under 'Aashirvad Svasti' brand. [9]
Aashirvaad launched DQ test to bring the attention of consumers toward the significance of good digestive health. [10]
Curry powder is a spice mix originating from British India, not to be confused with the native spice mix of garam masala.
Idli or idly is a type of savoury rice cake, originating from South India, popular as a breakfast food in Southern India and in Sri Lanka. The cakes are made by steaming a batter consisting of fermented black lentils (de-husked) and rice. The fermentation process breaks down the starches so that they are more readily metabolised by the body.
Butter chicken, traditionally known as murgh makhani, is an Indian dish originating in Delhi. It is a type of curry made from chicken with a spiced tomato and butter (makhan) sauce. Its sauce is known for its rich texture. It is similar to chicken tikka masala, which uses a tomato paste.
Spice mixes are blended spices or herbs. When a certain combination of herbs or spices is called for in a recipe, it is convenient to blend these ingredients beforehand. Blends such as chili powder, curry powder, herbes de Provence, garlic salt, and other seasoned salts are traditionally sold pre-made by grocers, and sometimes baking blends such as pumpkin pie spice are also available. These spice mixes are also easily made by the home cook for later use.
Tamil cuisine is a culinary style of Tamil people originating in the southern Indian state of Tamil Nadu and neighboring Sri Lanka. Meats, along with rice, legumes, and lentils, are also popular. Dairy products and tamarind are used to provide sour flavors. On special occasions, traditional Tamil dishes are served in a traditional manner, using banana leaves in place of utensils. After eating, the banana leaves are then used as a secondary food for cattle. A typical breakfast meal consists of idli or dosa with chutney. Lunch includes rice, sambar, curd, kuzhambu, and rasam.
Palak paneer or Palak Chhena is an Indian dish consisting of chhena or paneer in a thick paste made from puréed spinach, called palak in Hindi, Marathi, Gujarati, and other Indian languages.
Mother Dairy is a wholly owned subsidiary of the National Dairy Development Board which is a statutory body under the ownership of the Ministry of Fisheries, Animal Husbandry and Dairying of the Government of India that manufactures, markets and sells milk and dairy products. Mother Dairy was founded in 1974, as a subsidiary of the National Dairy Development Board (NDDB).
Chaat masala, also spelled chat masala, is a powder spice mix, or masala, originating from the Indian subcontinent, typically used to add flavor to chaat. It typically consists of amchoor, cumin, coriander, dried ginger, salt, black pepper, asafoetida, and chili powder. Garam masala is optional.
Indian breads are a wide variety of flatbreads and crêpes which are an integral part of Indian cuisine. Their variation reflects the diversity of Indian culture and food habits.
Shami kabab or shaami kabab is a local variety of kebab, originating from the Indian subcontinent. It is a popular dish in modern-day Indian, Pakistani and Bangladeshi cuisines. It is composed of a small patty of minced meat, generally beef, but occasionally lamb or mutton, with ground chickpeas, egg to hold it together, and spices. Shami kebab is eaten as a snack or an appetizer, and is served to guests especially in the regions of Dhaka, Deccan, Punjab, Kashmir, Uttar Pradesh and Sindh.
Kachori is a sweet and spicy deep-fried snack, originating in India subcontinent, and common in places with Indian diaspora and other South Asian diaspora. Alternative names for the snack include kachauri, kachodi and katchuri.
Madras curry or Madras sauce is a fairly hot curry sauce, orange in colour and with heavy use of chili powder. Raita is often used as an accompaniment to the dish.
Poha, also known as pauwa, sira, chira, chivda, aval or avalakki, among many other names, is flattened rice originating from the Indian subcontinent. Rice is parboiled before flattening so that it can be consumed with very little to no cooking. These flakes of rice swell when added to liquid, whether hot or cold, as they absorb water, milk or any other liquids. The thickness of the flakes varies from almost translucently thin to nearly four times thinner than a normal rice grain.
Bihari cuisine is eaten mainly in the eastern Indian state of Bihar, as well as in the places where people originating from the state of Bihar have settled: Jharkhand, Eastern Uttar Pradesh, Bangladesh, Nepal, Mauritius, South Africa, Fiji, some cities of Pakistan, Guyana, Trinidad and Tobago, Suriname, Jamaica, and the Caribbean. Bihari cuisine includes Angika cuisine, Bhojpuri cuisine, Maithil cuisine and Magahi cuisine.
Andhra cuisine, culturally known as Telugu cuisine, is a cuisine of India native to the state of Andhra Pradesh. Generally known for its tangy, hot, and spicy taste, the cuisine is as diverse as the people and regions in which it is consumed.
Bumbu is the Indonesian word for a blend of spices and for pastes made from these blends, and it commonly appears in the names of spice mixtures, sauces and seasoning pastes. The official Indonesian language dictionary describes bumbu as "various types of herbs and plants that have a pleasant aroma and flavour — such as ginger, turmeric, galangal, nutmeg and pepper — used to enhance the flavour of the food."
The Thalassery cuisine refers to the distinct cuisine from Thalassery town of northern Kerala, which has blended in Arabian, Persian, Indian and European styles of cooking as a result of its long history as a maritime trading post.
Qatari cuisine is made up of traditional Arab cuisine. Machbūs, a meal consisting of rice, meat, and vegetables, is the national dish in Qatar, typically made with either lamb or chicken and slow-cooked to give it a depth of flavour. Seafood and dates are staple food items in the country. Many of these dishes are also used in other countries in the region, because they share many commonalities. In other parts of the region some of the dishes have different names or use slightly different ingredients. One proponent of the importance of Qatar's culinary heritage is chef Noor Al Mazroei, who adapts traditional recipes to include vegan and gluten-free alternatives.
Kaeng hang le is a rich Northern Thai pork curry. Kaeng hang le is very popular in Northern Thailand, well-known as a specialty of the region. The curry differs from traditional northern Thai curries in several respects: it is typically eaten with long-grained rice, not sticky rice, and uses dried spices, which are commonly used in Burmese, but not northern Thai curries. The dish is commonly served as a festive dish in northern Thailand.
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