New preservative-free range targets rising demand for fresh, minimally processed foods and launches on quick-commerce platforms in Bengaluru
ITC’s Aashirvaad brand has expanded its portfolio with the launch of a fresh range of ready-to-eat chutneys and sambar, aiming to capitalise on growing consumer demand for minimally processed, preservative-free foods that combine authenticity with convenience.
The move comes as more consumers shift away from heavily processed condiments towards fresh alternatives rooted in traditional Indian cuisine. While fresh chutneys and sambar remain staples in many households, preparing them regularly can be time-consuming, creating demand for ready-to-consume options that do not compromise on taste or freshness.
Tapping Into the Fresh Food Trend
According to the company, health and wellness considerations are increasingly influencing purchasing decisions, with consumers seeking fresh, high-quality packaged foods and showing a greater willingness to pay a premium for products perceived as natural and minimally processed.
The new Aashirvaad range is made using carefully selected ingredients and prepared in small batches without any added preservatives. The products have a shorter shelf life, which the company says reflects its focus on freshness.
To maintain quality from production to delivery, the range is supported by a dedicated cold supply chain network.
Designed for Convenience Without Compromising Taste
The offering is aimed at consumers looking for authentic accompaniments to meals without the effort of preparing them daily.
Commenting on the launch, Anuj Rustagi, Business Unit Chief Executive, Staples, ITC Ltd, said, “As consumers increasingly seek fresh, minimally processed packaged foods that deliver both authenticity and convenience, their approach to everyday cooking is evolving. Chutneys and sambar remain integral to South Indian meals, but preparing them fresh regularly can be time-intensive and skill dependent.”
He added that the new range addresses this need by offering fresh-tasting, authentic condiments in a ready-to-eat format without added preservatives, backed by the trust of the Aashirvaad brand.
The fresh foods range includes Coconut Chutney, Coriander Chutney, Tomato Chutney, Peanut Chutney, Tamarind Date Chutney and Sambar.
The company said the products are based on authentic recipes, with selected variants finished using traditional tempering techniques to recreate homemade flavours.
Quick Commerce Rollout Begins in Bengaluru
The new range is currently available in Bengaluru through quick-commerce platforms Swiggy Instamart and Blinkit, reflecting the growing role of rapid delivery channels in driving adoption of fresh and convenience-led food products.
The launch also signals ITC’s deeper push into the fast-growing fresh packaged foods category, where consumers are increasingly seeking products that balance convenience, taste and clean-label credentials.
