Home News/PR ITC Aashirvaad launches ‘Himalayan Pink Salt’

ITC Aashirvaad launches ‘Himalayan Pink Salt’

by Food Drinks Innovation

Aashirvaad by ITC introduces their new ‘Himalayan Pink Salt’, a product that comes with the promise of ‘Purity You Can See & Taste’. In line with the brand’s commitment of providing high-quality & safe products, Aashirvaad Himalayan Pink Salt contains no added colours. It is naturally deeper pink in colour due to the high quality of salt Aashirvaad sources which becomes one of the key differentiators for the brand.

Also known as Sendha Namak or Saindhava Lavana in India, pink salt is considered to be natural as it is sourced from the Himalayan salt mines, and has essential minerals like calcium and magnesium.

Speaking on the launch, Mr Anuj Rustagi, Chief Operating Officer, Staples and Adjacencies, ITC, says, “Our consumers study indicated that they are increasingly adopting pink salt due to its perceived health benefits. This encouraged us to launch the Himalayan Pink Salt.”

The new Aashirvaad Pink Salt will be available in Modern Trade/ISS stores across all major metros including Bangalore, Chennai, Mumbai, Delhi, Hyderabad & Kolkata, and e-commerce/quick commerce platforms.

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