ITC entered the branded Atta market with the launch of Aashirvaad Atta in bengal and Chandigarh on 26 May 2002. The product is now available all over India.The Aashirvaad package is PET Poly, with the design showcasing the farming process undertaken in the rural heartland of India in the form of a Madhubani painting. Aashirvaad Select Atta is made from Sharbati wheat which comes from Sehore district Madhya Pradesh. Aashirvaad Select Atta (5 kg pack) was awarded the World Star Award for Excellence in Packaging in the Consumer Pack Category.
