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ITC introduces paper-based packaging for Aashirvaad Organic Atta

A significant step towards commitment to promote sustainable packaging

ITC has rolled out new paper packaging for its wheat flour product called ‘Aashirvaad Organic Atta’. It is expected to help consumers adopt a more ‘sustainable lifestyle’. The new packaging features a ‘unique QR code’ to improve the sourcing traceability of the product.

Using this code, customers can directly trace information about the source farms and associated groups of farmers who were responsible for providing the organic raw materials used in the final product.

ITC has introduced this new paper-based packaging as part of its broader ‘Sustainability 2.0’ initiative. Under this effort, the company aims to implement various multi-dimensional approaches to counter climate change and help transition to a net-zero economy.

Other main objectives of the Sustainability 2.0 vision include developing an effective circular economy for post-consumer packaging waste, restoring biodiversity by adopting nature-based solutions, ensuring water security for all and strengthening several programmes that promote sustainable livelihoods.

The Aashirvaad Organic Atta paper-based pack is now available for its customers to purchase from selected e-commerce platforms and retail outlets across Bengaluru.

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