ITC, a brand that only delved into the food industry market in the 2000s, has emerged to be one of the key market competitors and performers in the business. Its ‘Aashirvaad’ brand has become the torch-bearer of the FMCG business, with the Atta market giving high revenue to the business.
Aashirvaad – ITC’s front-runner
The Aashirvaad brand which includes various products, right from wheat flour to readymade meals has become a common staple of various Indian households. The brand packaged wheat flour in supreme and safe packaging with different bulk sizes like a 5kg or 10kg packs.
With the Aashirvaad brand receiving The World Star Award for Excellence in the Consumer pack category, there has never been any doubt in the freshness and quality of the product. Talking about quality, it is actually one of the main reasons why the business flourished.
In old times and in some places still, the traditional grain picking and buying happened via unorganized markets and with cultural developments, it has become tough for homemakers to do the ‘chakki-grinding’ process at home on a regular basis. This is where ITC played the trump card, offered a product that inculcated all of these old Indian habits in one offering.
How did they do it?
Well, there were many marketing strategies in place, to not only connect to the consumers but also the producers –
1) Prime Production
ITC used its 6500+ e-choupals effectively, where it got rural farmers on board, with handpicked grains, and then processed it via the modern ‘chakki-grinding’ process at factories.
It also used these e-choupals to build a raw emotional connection with consumers, launching the ‘Khushiyaan Chun Chun ke’ (Happiness handpicked) campaign, connecting Indians to its roots.
2) Consumer bond
The second idea was to firmly understand the different target markets while also figuring out what was common between them.
Wherever it was, whichever family it was, Aashirvaad tapped into the mood with a wheat ‘roti’ for every meal. Connecting regions, ages, and love, that was always the idea.
3) Diversity
Aashirvaad Atta launched multiple varieties of Atta types, from wholegrain to multigrain, focusing on retail marketing, simply by understanding the rising health demands of consumers and their key supply chain aspects.
4) Pricing showbiz
ITC opted to focus on the long-term growth of the Aashirvaad brand. It never went for under-pricing to gain market share. On the contrary, it has chosen to be a high-quality product with standard pricing, trying to push product usage via promotion activities and word of mouth marketing.
5) Advertising game plan
Aashirvaad Atta has left no stone unturned with its advertising strategies. From regular TV ads to promotion on e-commerce chains, it tries to connect with homemakers, the decision-maker of a family.
A Rs 4000+ crore brand that has seen a rise in exports to more than 30 countries over its journey, Aashirvaad Atta might only see greater heights with its strategic and authentic marketing plan!
