ITC Aashirvaad has launched a “Quality Certificate” across South India, covering Tamil Nadu, Karnataka, Kerala, and Andhra Pradesh. The certificate guarantees the quality of their Superior MP Atta, a staple ingredient in many households. Aashirvaad has re-appointed renowned actress Sneha as their brand ambassador to promote this initiative. The company aims to address the consumer’s need for transparency and trust in the atta category by providing a written assurance of quality credentials.
The Quality Certificate covers multiple aspects of the atta, including purity, nutritional values, water absorption, and 40+ quality control tests conducted on each batch. This emphasis on transparency and trust is a testament to Aashirvaad’s commitment to delivering high-quality products to consumers. According to Anuj Kumar Rustagi, COO of ITC Foods, the Quality Certificate is a way to empower consumers with information to make informed decisions about the products they choose for their families.
Sneha, the brand ambassador, has expressed her trust in Aashirvaad’s products and commended the company’s dedication to maintaining world-class standards. The brand has also launched a “Quality Assurance TVC” campaign to convey the message to consumers effectively. The TVC features a family searching for evidence of quality, leading to the revelation of Aashirvaad’s 40+ checks for quality and 100% atta 0% Maida assurance.
The campaign includes a participatory pack scan, allowing consumers to check certifications in person and asserting Aashirvaad’s heritage of trust and better softness in each chapati. With this initiative, Aashirvaad is challenging the status quo in the atta category by asking consumers if their current atta product comes with necessary quality credentials. The company is committed to providing excellence and guaranteeing it, not just assuring it. Overall, Aashirvaad’s Quality Certificate is a significant step towards building trust and transparency with consumers in the atta category.