ITC Aashirvaad, India's No 1 atta brand, brings a uniquely crafted Aashirvaad Boga Atta for its discerning consumers in Assam. A premium fine white atta especially designed to meet the region’s culinary needs.

Continuing in its endeavor to provide quality products to the Assamese consumer, Aashirvaad has launched Boga Atta as the current products available in the Assam market are mostly sold in loose format, lacking hygiene and consistency leading to inferior consumer experience.

For the homemakers of Assam, cooking is more than a routine, it’s an expression of love. Whether it’s the joy of serving soft luchis at breakfast or Rotis for dinner, mothers in Assam constantly strive to bring delicious and wholesome meals to the table.

Aashirvaad Boga Atta crafted with superior quality wheat and made using an advanced milling process, offers the perfect balance of taste, and hygiene. Its fine white texture makes it ideal for preparing a wide range of local favourites, from fluffy luchis and Rotis to other traditional Assamese dishes like pithas, ensuring a delicious and satisfying experience in every bite.

Mr. Anuj Rustagi, Chief Operating Officer - Staples and Adjacencies, Foods Division, ITC Ltd, said, “With the launch of Aashirvaad Boga Atta, we are bringing Assamese families an atta that matches regional specifications of taste and quality. This launch is a testament to Aashirvaad’s commitment to regional relevance and our mission to bring uncompromising quality to every Indian kitchen. With Aashirvaad Boga Atta, mothers no longer have to choose between taste, hygiene, and health — they can have it all. Because when it comes to feeding the family, every meal should be a celebration of care.”

The product is available in a 1kg convenient p ack priced at MRP ₹ 60 across general stores in Assam.