Advertising, Brand and Consumer Behaviour (The Indian Context), Ist Edition by Pearson

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Aashirvaad Atta

Aashirvaad Atta (wheat flour) was launched in the year 2002 by ITC. The Aashirvaad brand is perhaps a perfect example of how a basic commodity (like staple food) can be built into a brand. The brand recognized the fact that India has consumers with regional preferences and adapted itself in accordance to the preferences of consumers in these various regional markets (Bhandari, 2010; Padmanabhan, 2004). Aashirvaad made use of the following conceptual perspectives with respect to making itself a successful brand:

1. The brand used the power of holistic marketing (Kotler & Keller, 2016).
2. After making use of the powers of holistic marketing, the brand built beliefs to ensure that the ‘value for money’ with respect to its offering ...