Indian conglomerate ITC has rolled out new paper packaging for its wheat flour product, called ‘Aashirvaad Organic Atta’.

The packaging was launched to mark Earth Day on 22 April 2023. It is expected to help consumers to adopt a more ‘sustainable lifestyle’.

In a LinkedIn post, the company said its new packaging features a ‘unique QR code’ to improve the sourcing traceability of the product.

Using this code, customers can directly trace information about the source farms and associated groups of farmers who were responsible for providing the organic raw materials used in the final product.

Ganesh Sundararaman, SBU chief executive of ITC’s staples, snacks and meals said: “At ITC, #sustainability has always been an integral part of our ethos of conducting business. We believe that we have to be not only agile, consumer-focused and innovative, but also purpose-driven and responsibly competitive. This launch is a significant step towards our commitment to promote #sustainable packaging.”

According to a Financial Express report, ITC has introduced this new paper-based packaging as part of its broader ‘Sustainability 2.0’ initiative.

Under this effort, the company aims to implement various multi-dimensional approaches to counter climate change and help transition to a net-zero economy.

Other main objectives of the Sustainability 2.0 vision include developing an effective circular economy for post-consumer packaging waste, restoring biodiversity by adopting nature-based solutions, ensuring water security for all and strengthening several programmes that promote sustainable livelihoods.

ITC informed that the Aashirvaad Organic Atta paper-based pack is now available for its customers to purchase from selected e-commerce platforms and retail outlets across Bangalore, India.

The company added that its Aashirvaad Atta has already been certified as an ‘organic’ product as per the National Programme for Organic Production of India and the National Organic Programme of the US.