On Earth Day 2023, here's presenting the Aashirvaad Organic Atta in a new paper-based packaging to help consumers take a step towards a sustainable lifestyle. The new packaging also includes a unique QR code to enhance sourcing traceability, and enables consumers to track the product to the group of farmers from whom the organic raw materials were sourced. Notably, the Aashirvaad Organic Atta is certified organic as per the National Programme for Organic Production of India and as per the National Organic Program of the US.
Commenting on the initiative, Ganesh Sundararaman, SBU chief executive - staples, snacks and meals, ITC Ltd., "At ITC, sustainability has always been an integral part of our ethos of conducting business. We believe that we have to be not only agile, consumer focused and innovative, but also purpose-driven and responsibly competitive. This launch is a significant step towards our commitment to promote sustainable packaging.
