ITC launches paper-based packaging for Aashirvad Atta

Under the sustainability and climate change initiative, ITC has launched paper-based packaging for the brand- Aashirvad Organic Atta on the occasion of World Earth Day. 

The company believes that this initiative is aligned with ITC’s Sustainability 2.0 vision. The vision strives to strengthen their multi-dimensional efforts to combat climate change, enable the transition to a net zero economy, work towards ensuring water security for all, restore biodiversity through adoption of nature-based solutions, create an effective circular economy for post-consumer packaging waste and scale up programmes that support sustainable livelihoods.

“At ITC, sustainability has always been an integral part of our ethos of conducting business. We believe that we have to be not only agile, consumer focused and innovative, but also purpose-driven and responsibly competitive. This launch is a significant step towards our commitment to promote sustainable packaging,” said Ganesh Sundararaman, SBU chief executive, ITC.

Additionally, the packaging includes a unique QR code. The code enables you to trace the item by entering a UID code mentioned at the back of the pack. This will reveal the details of the farmers from whom the raw materials were sourced. 

The company has launched the new paper-based pack in Bengaluru. Consumers can buy them via various eCommerce platforms and retail outlets.