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It’s all ingrained!

Helping India’s leading atta brand foray into rice.

As India’s biggest atta brand, everybody knows Aashirvaad. And if there’s anything that’s consumed as much as atta in India, it’s rice. With the source story framed within a grain of rice, we brought the brand alive in a new context. Rice also brought with it the complexity of multiple varieties for different regions and price points. Our visual architecture allowed for this while holding on to a family look – giving Aashirvaad the perfect start in its biggest challenge for a while!


ITC Foods Ltd.

What we Did

Range Architecture, Pack Designs, Food Styling & Photography.

Aashirvaad Rice1
Aashirvaad Rice2
Aashirvaad Rice3

More of our work