ITC Aashirvaad partners with Huma Quereshi’s “Tarla” movie

Tarla Dalal was a noted Chef and cookbook author, who has contributed tremendously to Indian households on cooking menus, especially healthy and nutricious food. A new movie, her biopic in the name “Tarla”will premier on Zee5 on 7th July 2023. The titular role is being helmed by ace Indian actress Huma Quereshi.

ITC Aashirvaad Soul Creations, has announced its collaboration with upcoming Bollywood biopic drama.

The film will showcase her inspiring journey from being a young housewife to becoming a household name in the culinary world. This project has been highly anticipated, and fans and food enthusiasts are eagerly waiting to see the film.

The Aashirvaad brand has curated a special Tarla Dalal inspired menu, which includes mouth-watering dishes such as Mohan Thal, Dudhi chana dal nu shaak, Sev tamatar nu shaak, aloo gobhi, daal pachhmel, chapati, and paneer bhurji and more. The all-new menu will be exclusively available in Bengaluru on food delivery platforms like Zomato and Swiggy’s Instamart.

Rohit Bhalla, Vice President, New Business Cell, ITC Foods Division said, “Happiness and fulfilment, according to the brand’s ideology, are built on a foundation of outstanding health and well-being, and it employs its products to help clients achieve these goals. We are happy to partner with one of the most awaited movie Tarla as their official food partner. This collaboration will enable us to bring some of her exquisite dishes to the consumers.”

The Aashirvaad brand, which includes its signature “Atta” or flour as the main business product, had a turnover of Rs. for the FY 2022-23. For the fiscal ended March 2023, ITC’s consolidated revenue from operations climbed 17.34% over the previous year to INR 75,826.58 Cr. The Foods Division of ITC crossed Rs. 24,000 Cr in annual revenues during the previous financial year.

ITC entered branded atta market with the launch of Aashirvaad Atta in May 2002 and has become the No. 1 branded packaged atta across the country with annual revenues exceeding INR 9,000 Cr and trusted by over 35 lakh Indian households, according to NielsenIQ Retail Index data for period MAT Jan’23.