• India's largest selling Atta brand - Aashirvaad now forays into branded organic spices segment.

• Initial offerings comprise Chilli, Turmeric and Coriander powders under the Aashirvaad Select Organic Spices range.

• Aashirvaad Select Organic Spices - the perfect partner for adding that special organic flavour to every cuisine.

Aashirvaad, India's largest selling kitchen ingredients brand from the ITC Foods stable today announced the launch of its new range of "Aashirvaad Select Organic Spices". The launch of organic spices further reinforces Aashirvaad's commitment towards providing perfect cooking aids for the Indian homemaker.

Aashirvaad Select range of organic spices is produced with utmost care and tremendous emphasis is given on quality control and handling to ensure a 100% organic end product. Aashirvaad has also obtained the India Organic Certification for its range of select organic spices, which is testimony of the company's implementation of stringent quality standards. The packaging for the organic range is made of ECF (Elemental Chlorine free) board that does not contain chlorine and therefore makes it totally environment friendly.

Speaking on the launch, Mr. Ravi Naware, Divisional Chief Executive, ITC Ltd - Foods Division said that, "Organic farming seeks to provide consumers with food that is 100% natural and prepared in a manner that is beneficial to our environment. Nowadays consumers are very knowledgeable about the health benefits of organic food products and the demand for organic food is on the rise. With the launch of Aashirvaad Select Organic Spices, we aim to provide a range of natural spices to our discerning Indian homemakers".

Aashirvaad will contribute Rs 5 per kg of sales of the Select organic spices to its 'Boond Se Sagar' Rainwater Harvesting programme. This initiative helps Aashirvaad partner with millions of consumers who buy Aashirvaad products, to make a meaningful contribution to the water conservation efforts of the nation.

Aashirvaad has established a formidable presence in the foods industry through quality products known for their consistency. Aashirvaad spices will leverage its sourcing and retail strength to offer consistent quality spices.

The latest offerings of Aashirvaad Select Organic Spices - Coriander, Chili & Turmeric powders are available in packs of 100 gms and are priced at Rs. 32, Rs. 30 & Rs. 24 respectively. The range will be available across all grocery and departmental stores across metros.