September 24, 2020
  • September 24, 2020
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Aashirvaad Aata Statement and Court Order

By on October 1, 2019 0 175 Views online news, actober 1 , Hyderabad: This is blatantly false. What is being called plastic/rubber is, in fact, wheat protein, found naturally in all wheat Atta. This wheat protein is also known as gluten which binds the Atta together and gives elasticity to the dough when kneaded. The standards mandated for Atta under the Food Safety and Standards Act 2006, stipulate a minimum of 6% gluten on a dry wheat basis. Clarifying the facts regarding the presence of wheat protein/gluten in wheat Atta, even the Food Safety and Standards Authority of India has recently published a FAQ, which can be accessed on its website .

You as well as other consumers are hereby assured that Aashirvaad Atta is completely safe and there is no adulterant in the same. Aashirvaad Atta is manufactured with utmost care from HACCP/ISO-certified manufacturing facilities with every care taken to see that it is manufactured as per the law and by adhering to high-quality norms.

In respect of such posts ITC Limited has already instituted legal proceedings, in which a Court in Bengaluru has ordered that such malicious posts / videos be taken down from all the media platforms. Complaints have also been filed against persons making and posting such malicious post / videos across all Media platforms. We request you to not heed to such malicious post disparaging Aashirvaad Atta and also refrain from posting/circulating any similar posts or videos or messages. We hereby caution that suitable legal action, including criminal prosecution, will be taken against anyone engaging in posting, sharing or circulating any text, picture or video that denigrates AASHIRVAAD Atta in any manner.

Please direct your attention to the enclosed Court Order which is still in force.

Also, please find below YouTube links explaining the topic:

ABP Viral sach coverage:

Aashirvaad Quality TVC:

a. Dr Jagdish Pai (Executive Director Protein Foods & Nutrition Development)

b. Dr Deepa Bhajekar (Director at d technology)

c. Mr. J P Tandon (Ex. Director of Wheat Research, Indian Institute of Wheat and Barley Research)

d. Mangalore Today News Article link –

FSSAI Clarification on Gluten

FSSAI in a notification on 13th March 2018 has brought a list of FAQs pertaining to Gluten and Wheat and have clearly explained that the elastic residue is Gluten. The same can be found at the below link: