ITC launches 'Aashirvaad organic spices'

Bangalore, July 17: Opening up the organic food nationally, ITC Foods Division today launched its organic brand ''Aashirvaad select organic spices''.

Encashing on the increasing awareness on organic brand, especially in the urban areas, initially ITC would offer its organic spices through Chilli, Turmeric and Coriander powders.

Though the market has not been well defined in the country for organic food, rough estimates put it at around Rs 100 crore with no big player attracted to it. World over the organic food sector was estimated at around 56 billion dollars and was growing strong, Mr Ravi Navare, Divisional Chief Executive of ITC Food Division told newsmen here at the launch.

He said ITC procured its raw materials from farms in Andhra Pradesh and Orissa where farmers continued to depend on rain and natural inputs, instead of chemical and other inorganic fertilisers.

He said Aashirvaad select range of organic spices was produced with utmost care and tremendous emphasis was given on quality control and handling to ensure a 100 per cent organic end product.

Aashirvaad had also obtained the India Organic Certification for its range of select organic spices.

UNI