ITC Brands in Food Category (Part-1)

Aashirvaad

It is a brand in the food segment. Products under this brand are present in product categories including atta, salt, spices and instant mixes. Till recently these were considered as commodity and were sold unbranded. Now, to cut through the clutter of unbranded varieties ITC used a combination of functional and emotional attributes to position the products. Now these are mass market products. It is the whole family that consumes these products. So, the target segment for this brand is the typical Indian family with the housewife who prepares the food at home as the focus.  “Khusiyan Chun… Continue reading