ITC is entering the packaged rice segment under the Aashirvaad brand. Under this brand, the company sells flour, salt, spices and instant mixes.
The maker of Aashirvaad atta, Sunfeast biscuits and BNatural juices, ITC Ltd is doing a pilot in Bengaluru with rice. The company has decided to go door-to-door, giving customers a 500 gm sona masoori rice sample. If the customers like it, they can call up the company's call centre and place a minimum order of 25 kg, which suffices for a south Indian family of 5 for a month.
Hemant Malik, Divisional Chief Executive (foods), ITC, said, "There is no reason why this pilot should not work. The only thing that can hold us back is if we fail in the product. The company worked with the Central Rice Research Institute to develop the rice variant."
