ITC Limited launches Aashirvaad ‘Koora Karam’ Masala in Telangana & Andhra Pradesh

-          A differentiated multi-purpose masala inspired by the popular home blend of spices from the region

Hyderabad, April 16^th 2019: Aashirvaad Spices, the market leader in the spices category in Andhra Pradesh and Telangana region, has announced the launch of Aashirvaad Koora Karam, a multi-purpose masala. The quintessentially Andhra pre-mix masala has been co-crafted after gathering in-depth insights on consumer taste preferences from thousands of households across the region, making the spice taste ‘Just like homemade, with your mother’s touch’. The spices used to make the multi-purpose masala are sourced directly from farmers across 170+ villages to retain the right aroma, pungency and colour.

Making Koora Karam is an old age practice that is prevalent amongst the households in Andhra regions to bring out the best tasting mix of spices used in multiple dishes. Taking inspiration from this tradition and simplifying it for the consumer, ITC is providing a product that already contains the mix of traditional spices such as Chilli, Garlic, Curry leaves, Cumin, Sesame and salt. Aashirvaad Koora Karam masala mix can replace all other individual household spices ensuring an authentic flavour and taste, making your meals delightful.

The masala will be available across all modern & general trade outlets in AP & Telangana in convenient pack sizes of 50g and 200g priced at Rs 15 and Rs 55 respectively.

About ITC Foods:

ITC's branded packaged foods business is one of the fastest growing foods businesses and the third largest foods company in India, driven by the market standing and consumer franchise of its popular brands - Aashirvaad, Sunfeast, Bingo!, Yippee!, Kitchens of India, B Natural, Mint-o, Candyman and GumOn. The Foods business is today represented in multiple categories in the market - Staples, Spices, Ready-to-Eat, Snack Foods, Bakery & Confectionery and the newly introduced Juices & Beverages.

ITC's Foods brands delight millions of households with a wide range of differentiated, value-added products developed by leveraging ITC's in-house R&D capabilities, deep consumer understanding, knowledge of preferred Indian tastes, agri-sourcing & packaging strengths, and an unmatched distribution network.

ITC's uncompromising commitment to the health and safety of its consumers ensures adherence to the highest levels of quality, safety and hygiene standards in manufacturing processes and in the supply chain. All ITC-owned manufacturing units are Hazard Analysis and Critical Control Point (HACCP) certified. The quality performance of all manufacturing units is monitored continuously online. Going beyond process control, ITC ensures that quality standards are scrupulously adhered to while choosing ingredients that go into the preparation of its food products.

The business continues to invest in every aspect of manufacturing, distribution and marketing to ensure that it can leverage emerging opportunities and fulfill its aspiration of being the most trusted provider of branded packaged foods in the country. ITC's Foods business also exports its products to the key geographies of North America, Africa, Middle East and Australia.