Through this collaboration, Aashirvaad aims to propel women cricketers 'Char Kadam Aage', through collaborative efforts with the team, symbolising progress and empowerment.

Aashirvaad Atta, India's No.1 packaged atta brand and a trusted household name, announced its official partnership with the UP Warriorz cricket team for the Women's Premier League (WPL) 2024 season. The synergy between Aashirvaad and UP Warriorz is rooted in the shared vision of empowering women, transcending boundaries, and enabling progress. This partnership aims to showcase the incredible talent of women in cricket and inspire other women to take 'Char Kadam Aage' in their own pursuits.

This partnership marks a significant chapter in Aashirvaad's legacy of being an enabler for women, building upon impactful campaigns like 'Hunar, Raho Char Kadam Aage' that have supported and uplifted homemakers. Aashirvaad extends this commitment through its association with the UP Warriorz, by becoming the official partner and championing the cause of women's empowerment across various facets of life.

With this partnership, Aashirvaad will shine a spotlight on the inspiring 'Char Kadam Aage' stories of the UP Warriorz team, offering fans exclusive content, including pre-match speeches, exclusive interviews, post-match analysis, and behind-the-scenes glimpses into the lives of these exceptional cricketers.

Going beyond the WPL season, Aashirvaad, along with UP Warriorz, has committed to nurture future cricketing talent in Uttar Pradesh, by actively participating in a grassroot development programme, identifying and honing the skills of young women cricketers. This comprehensive programme aims to reach over 4,000 players across 30 districts of UP providing them a platform to showcase their skills through an inter zonal tournament and further coaching opportunities with the UP Warriorz coaches, eventually giving them an opportunity to qualify to play for UP Warriorz.

Speaking about this collaboration, Mr. Anuj Rustagi, COO, Staples & Adjacencies, ITC Ltd. said, "Over the past two decades, Aashirvaad Atta has delighted millions of households with a portfolio of high-quality, differentiated and superior offerings and the brand has been a consistent supporter of the spirit of women empowerment. Aashirvaad, with its core value of empowering women, finds resonance with 'UP Warriorz' dedication to inspire young women to pursue their passion to achieve excellence both on and off the field. We are proud to be part of this exciting journey to elevate women's cricket and provide a platform for young talent to thrive. Through this partnership, Aashirvaad and UP Warriorz aim to curate a nurturing environment that empowers young women in Uttar Pradesh to pursue their cricketing dreams and contribute significantly to the future of Indian women's cricket."

Jinisha Sharma - Director, Capri Sports (UP Warriorz), said, "We are delighted to welcome ITC Aashirvaad Atta as our Official Partner for this season. This partnership is a perfect synergy between two brands and signifies a shared vision of empowering women. Together, we aim to inspire the next generation of female cricketers, providing them with opportunities to excel in the sport and beyond."

About Aashirvaad Atta:

From humble beginnings in the summer of 2002, AASHIRVAAD has grown to become India's No.1 Atta brand and has been No.1 for 14 years. The patronage of 3.5 Cr+ homemakers is a testimony to our ability to deliver consistently on their quality expectations. With our expertise, we have launched a whole range of atta products for various requirements, be it the Select Atta made from Sharbati wheat from the fields of Sehore to Sugar Release Control atta with Low Glycemic Index to prevent sugar level spikes. We are now a leading staples brand with offerings across Salt, Spices, Millets, Vermicelli, Instant Mixes, Ready-to-Eat Meals and an Organic Range.