A report and research on Aashirwaad aata's retailers and distributors in the Delhi Ncr region. A great learning experience and some fun.

1. AASHIRVAAD
ATTA
Prepared by GROUP 2

2. FIRM: ITC Ltd.
Established in August 24, 1910
• Organisational Structure: Product Based
• Product Category: Wheat Atta
BRAND: Aashirvaad
Product Type: Convenience Consumer Product
Founded In: May 27, 2002
Launched in: Jaipur and Kolkata
ITC

3. AASHIRVAAD ATTA
• Product Width: Aashirvaad Salt, Svasti Ghee, Svasti Fresh Dairy, Spices, Instant-Mix, Atta
• Product Depth: Whole Wheat Atta, Sugar Release Control Atta, Atta with Multigrains,
Select Atta, Fortified Atta
• Khushiyaan chun chun ke
• “Sarvgunn Sampanna”
• Aashirvaad is India’s No. 1 Atta Brand, trusted by over 2.5 Cr. Housholds.
*Source: All India(Urban + Rural) Market Share of aashirvaad aata based on Neilson Retail
Audit MAT May 2018.

4. STORY BOARD
ENVIRONMENTAL
ANALYSIS
MARKETING
ELEMENTS
• STP
• COMPETITOR ANALYSIS
• SWOT
• PRODUCT MANAGEMENT
• PRICING
• PLACEMENT
• PROMOTION

5. STP
SEGMENTATION
• DEMOGRAPHIC : Middle to high income
• Geographic : North, East, West, South
• Psychographic : Quality & Health conscious
• Behavioural : Health benefits, regular & loyal consumers
TARGETING
• Home makers
• Educated
• Urban areas
• Health conscious
POSITIONING
• 100% M.P. Sharbati atta : Finest quality and authentic taste
• 0% maida and 100% atta : Superior quality & authentic wheat flour
• Multi-grain : provides nourishment, strengthen immunity

6. COMPETITOR ANALYSIS
AASHIRVAAD SHAKTI BHOG NATURE FRESH
Product Variants Whole Wheat Atta, Sugar
Release Control Atta, Atta
with Multigrains, Select
Atta, Fortified Atta, Gulten
free flour (super food)
Chakki Fresh atta (Whole
wheat Flour)
Sampoorna chakki atta and
Sharbati atta
SKU’s Available 500g, 1 kg, 2 kg, 5 kg, 10
kg, 50 kg
5 kg, 10 kg 1 kg, 5 kg, 10 kg
Price (whole wheat atta) 5 kg – Rs. 190
10 kg - Rs. 356
5 kg – Rs. 155
10 kg - Rs. 300
5 kg – Rs. 180
10 kg - Rs. 331
Promotion (Tagline) “Khushiyaan chun chun
ke”
Four generation of trust
and taste
“Apne Desh ka No. 1”
“Shakti Jung ke liye”
Market share (packaged
wheat flour)
More than 35% 20% 12%
*Source : www.businessstandard.com

7. • Strong wheat
procurement network-
E-Choupals.
• Largest market share
in packaged Atta.
• High perceived quality.
• Strong distribution
channel
• PET packaging to lock
freshness
• Advertising for other
variants of Aashirwad
Atta is not convincing
enough.
• Expensive for rural
people.
• Growing working
population
• Increase in family
income level
• Increasing health
consciousness among
customers.
• Increasing diabetic
patients (79.4 million
by 2030)
• Competitors
Shakti Bhog with market
share 20%
Nature Fresh Atta, fastest
growing Brand
SWOT
STRENGHTS WEAKNESSES OPPORTUNITIES THREATS

8. PRODUCT MANAGEMENT
• Product Classification: CONVENIENCE PRODUCT
• Core/ Actual Product: NUTRITIOUS AND TASTY
ATTA
• Augmented Product: EASY AVAILABILITY, BRAND
ASSURANCE OF ITC LTD.
• Product Line Decisions: STRETCHING
• Brand Strategy: BRAND EXTENSION
• PRODUCT ATTRIBUTES:
Choicest Grains, High Standards of Food Safety &
Hygiene, Ground Breaking Packaging, Containment
of Nutrition.

9. PRODUCT PORTFOLIO
SKUs AVAILABLE
Product Mix
Depth
Food Division.
Aashirvaad Whole Wheat Atta, Atta with Multigrains, Select Atta, Sugar
Release Control Atta, Fotified Chakki Atta, and Gluten Free Flour (Super
Food)
Source: http://www.aashirvaad.com/product-listing.aspx
http://www.aashirvaad.com/Home.aspx
Whole Wheat Atta 1 Kg, 2 Kg, 5 Kg, 10 Kg, 50 Kg (Commercial Pack)
Atta with
Multigrains
1 Kg, 5 Kg
Select Atta 1 Kg, 5 Kg, 10 Kg, 50 Kg (Commercial Pack)
Sugar Release
Control Atta
1 Kg, 5Kg
Gluten Free 500 g

10. PACKAGING
• Superior and innovative PET Poly
packaging ensuring freshness of atta
is retained.
• Madhubani painting depicting the
farming process undertaken in the
rural heartland of India on the pack.

11. PROMOTION
• Retailer discounts:
They permit the retailers to sell Aashirvaad Atta with
discount or free packet such BOGO offers to enable
fast movement of SKU’s.
• Discounts:
The communication of price discounts given is
communicated majorly through print ads in regional
newspapers.
• TV ad engagement offers:
To know the reach, they came up with a competition in
which the participants had to watch the TVC and
answer the question to avail a free 1kg sample of
Aashirvaad Select.

12. PROMOTION
Print Ads:
Promotion of Atta through various print ads in newspapers
especially regional and in magazines targeting the
housewives.
OOH
ads can be seen on various billboards and places such
as bus stops and busses.
They predominantly focussed on the South Indian States to
to tap the North Indians who have migrated for work.
TVC
Usage of the Indian family orientation of a mother cooking
food for her children to associate the love of a mother
for her children to the goodness and wholesomeness of
the Atta

13. • Events:
Customer attraction and engagement through
Sugar Control Challenge- 2019,
Aashirvaad Atta Lottery- 2019, Housefull
Contest- 2018
PROMOTIONS

14. PRICING
• FOLOWS COMPETITORS PRICE TO OFFER SUPERIOR PRODUCT.
SAME PRICE = HIGHER CUSTOMER PERCEIVED VALUE
• PRICED VERY CLOSE TO OTHER BRANDS – BUT VERY COSTLY COMPARED TO UNBRANDED
ATTA.
• NEW PRODUCTS TARGETING NICHE MARKET – PREMIUM PRICE.
POPULAR VARIANTS AND PRICING
Whole Wheat Atta
1kg – 56 5kg - 190 10kg – 356
Select Atta
1kg – 62 5kg - 295
Multi Grain Atta
1kg – 64 5kg - 310

15. PLACE
• Well placed distribution system
MANUFACTURE
C&F
WHOLESALERS
RETAILERS
CONSUMER

16. RECOMMENDATIONS
• Advertisements can target Indian homemakers. They are often real decision
makers while purchasing atta, household products.
• Can collaborate with other retail chain like Dominos, McDonalds for wider
supply.
• Company can come up with the concept of retail chain of food products as it
follows umbrella branding.
• Price relatively higher as compared to other brands.

18. GROUP MEMBERS:
• DEEPAK SUNDERRAJAN- 19DM066
• GAURI UPADHYAY- 19DM071
• KANIKA SETHI- 19DM89
• KASTURI RANGA- 19DM093
• MANYA BHARDWAJ 19DM107
• MEGHNA JAISWAL 19DM112
THANK YOU