Bengaluru: Consumers today are increasingly moving away from processed condiments toward fresh, preservative-free options rooted in Indian culinary traditions. However, preparing these condiments daily requires time and effort.
Addressing this evolving consumer need, ITC Aashirvaad has announced the launch of a new range of ready-to-eat chutneys and sambar that combine fresh taste with every-day convenience.
For many consumers, food choices are closely linked to health and wellness, making freshness a key priority. This is driving more conscious decisions at the point of purchase, with shoppers increasingly willing to pay a premium for high-quality, fresh and minimally processed packaged foods.
The new fresh range from Aashirvaad, is made using carefully selected ingredients and prepared in small batches, with no added preservatives. Its shorter shelf life reinforces the brand’s commitment to freshness, while a robust cold supply chain ensures product quality is maintained from preparation to doorstep delivery. Designed for modern consumption needs, the range enables consumers to enjoy authentic, fresh accompaniments without the effort of daily preparation.Speaking on the launch, Mr. Anuj Rustagi, Business Unit Chief Executive, Staples, ITC Ltd, said, “As consumers increasingly seek fresh, minimally processed packaged foods that deliver both authenticity and convenience, their approach to everyday cooking is evolving. Chutneys and sambar remain integral to South Indian meals but preparing them fresh regularly can be time-intensive and skill dependent. With this range, we are addressing this need by offering fresh-tasting, authentic condiments in a ready-to-eat format without any added preservatives, backed by the trust of Aashirvaad.”
The new fresh range includes Coconut Chutney, Coriander Chutney, Tomato Chutney, Peanut Chutney, Tamarind Date Chutney, and Sambar. Crafted using authentic recipes, select variants are finished with traditional tempering to deliver familiar homemade flavours. Currently available across Bengaluru on leading quick commerce platforms, Swiggy Instamart and Blinkit.
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