Guwahati, March 15: ITC foods and wheat experts on Thursday asserted that Aashirvaad atta is completely safe for consumption and consumers must reject malicious videos being circulated on social media raising questions on quality of such branded wheat. Malicious and false videos are showing that alleged that Aashirvaad contains plastic and/or a rubber like substance. ITC’s Divisiol Chief Executive – Foods Hemant Malik, veteran wheat expert Dr. J. P. Tandon, Former Director at the Indian Institute of Wheat and Barley Research, Karl while jointly addressing a press conference in Guwahati on Thursday said that what is being alleged as ‘plastic’ by malicious videos is actually a wheat protein (also known as gluten) which binds the atta together and gives elasticity to the dough when kneaded. A court order from Bengaluru Civil Court in favour of ITC which bars the circulation of such fake videos on social media was also shared during the press conference. “Aashirvaad Atta is trusted by over 2.5 crore households in the country. We want to assure our consumers and strongly reiterate that the only thing that goes into making Aashirvaad Atta is the best quality wheat in the country,” Malik said.
