NEW DELHI: Packaged foods company Parle Products on Monday announced its entry into the branded wheat flour market with the launch of ‘Parle G Chakki Atta’ that will compete with ITC's Aashirvaad flour brand. It also helps that the wheat flour market is largely unbranded. ITC Ltd., which sells flour under the Aashirvaad brand, has benefitted significantly from the consumer switch from unbranded to branded wheat flour. Shah added that the pandemic has accelerated the need for hygienically ground wheat flour. This, he said, is driving consumers in India’s tier-2 and tier-3 cities to switch to branded flour.

Source: Mint June 07, 2021 07:54 UTC