Aashirvaad strengthens its portfolio with the launch of Aashirvaad Chana Sattu across East India. The launch aligns with the brand’s broader focus on building products that are naturally rich in protein and fibre, catering to the growing demand for nutritious staples without compromising on affordability or authenticity.
Sattu has long been valued as a wholesome food that combines taste, satiety and nutrition. With consumers increasingly seeking foods that support healthier lifestyles, Sattu is witnessing renewed relevance as a natural source of protein and dietary fibre and because it contains essential minerals such as iron, zinc and magnesium, it is a simple, everyday nutritional choice for families.
Aashirvaad Chana Sattu is made from carefully sourced select and quality chana and prepared using the traditional sand-roasting process, which gives the distinctive roasted aroma, flavour and golden colour associated with authentic Sattu. Uniformly sand-roasted and finely ground for a smooth texture, it is suitable for a variety of traditional and everyday preparations.
Speaking about the launch, Mr. Anuj Rustagi, Chief Operating Officer, Staples and Adjacencies, Foods Division, ITC Ltd., said: “Today, consumers are increasingly looking for nutritious foods that fit naturally into their daily diet without requiring a change in eating habits. Sattu is one such food valued for its taste, versatility and nutritional goodness. With Aashirvaad Chana Sattu, we are bringing the authenticity of this cherished regional staple together with the quality and trust of Aashirvaad, making it more accessible for consumers to enjoy the benefits of sattu as part of their daily diet.”
Catering to regional preferences, Aashirvaad Chana Sattu has launched two distinct variants – Chana Sattu with Jeera in Bihar and Plain Chana Sattu in West Bengal and Jharkhand.
