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ITC Limited is taking its flagship food brand Aashirvaad beyond staples and packaged grocery products with the launch of a new range of fresh, ready-to-eat South Indian accompaniments. The company has introduced a portfolio of preservative-free chutneys and sambar, marking its entry into the fast-growing fresh convenience food segment.
The move reflects ITC’s strategy to tap into rising consumer demand for minimally processed foods that offer the convenience of packaged products while delivering a homemade taste experience. Traditionally known for products such as atta, spices, and salt, Aashirvaad is now expanding into categories that require a far more sophisticated cold-chain and distribution infrastructure.
The newly launched range includes popular South Indian staples such as Coconut Chutney, Coriander Chutney, Tomato Chutney, Peanut Chutney, Tamarind Date Chutney, and a ready-to-eat Sambar. The products have been designed to complement breakfast and snack occasions, particularly dishes such as idli, dosa, vada, and uttapam.
Unlike conventional packaged food products that rely on preservatives to extend shelf life, ITC has positioned the new range around freshness and clean-label ingredients. The company says the products are manufactured in small batches and contain no added preservatives, artificial stabilizers, or flavor enhancers. Instead of treating the shorter shelf life as a limitation, ITC is highlighting it as evidence of product authenticity and freshness.
The products carry a shelf life of approximately six days under refrigerated conditions, placing them in a category closer to fresh food than traditional packaged grocery items. This approach aligns with a growing segment of urban consumers who are increasingly scrutinizing ingredient lists and preferring products with fewer additives.
To support the launch, ITC has built a dedicated cold-chain distribution system capable of maintaining product quality from production facilities to consumer doorsteps. Given the perishable nature of coconut-based and freshly prepared chutneys, temperature control plays a critical role in preserving taste, texture, and food safety.
The initial rollout is being conducted exclusively in Bengaluru, a city widely regarded as one of India’s most mature markets for fresh convenience foods. Consumers can access the products through major quick-commerce platforms including Blinkit, Zepto, and Swiggy Instamart, allowing delivery within minutes of placing an order.
The launch also underscores the growing role of quick commerce in enabling entirely new food categories. Products with short shelf lives were historically difficult to scale due to distribution limitations. However, the rapid expansion of dark-store networks and temperature-controlled logistics has created opportunities for brands to offer fresh, ready-to-consume foods that were previously limited to local stores or restaurants.
Industry experts view ITC’s latest move as an attempt to capture a gap that exists in many urban households. While ready-to-cook batters and instant breakfast solutions have significantly reduced preparation time for dishes like dosa and idli, consumers often still need to prepare accompaniments such as chutneys and sambar from scratch. These products can be time-consuming to make and often require multiple ingredients and preparation steps.
By offering freshly prepared accompaniments in convenient formats, ITC is effectively targeting one of the last remaining friction points in the South Indian breakfast category. The company is positioning its products not as packaged alternatives, but as convenient substitutes for freshly made homemade accompaniments.
The launch also signals a broader shift in India’s food industry, where large FMCG companies are increasingly entering fresh and refrigerated categories. As consumers seek healthier, less processed food options, brands are being forced to rethink traditional shelf-life-driven business models and invest in advanced cold-chain infrastructure.
For ITC, the expansion of Aashirvaad into fresh foods represents more than a product launch—it is a strategic step into a category that sits at the intersection of convenience, freshness, and digital commerce. If the Bengaluru pilot proves successful, the company could potentially extend the range to other metropolitan markets, further strengthening its presence in India’s rapidly evolving fresh food ecosystem.
Clean-label nutrition brand TruNativ has secured $30 million (approximately ₹250 crore) in a Series B funding round led by global healthcare investment firm OrbiMed Advisors LLC, marking one of the largest growth-stage investments in India’s nutrition and wellness sector this year.
The funding round combines both primary capital and a significant secondary transaction, enabling a complete exit for early investors including 100Unicorns, Rainmatter, and Venture Catalysts. As part of the transaction, Dr. Sunny Sharma, Senior Managing Director at OrbiMed Asia, and Sumona Chakraborty, Executive Director at OrbiMed, will join the company’s board.
Founded in 2019 by Pranav Malhotra, Mamta Malhotra, and Eeshaan Merchant, TruNativ has emerged as one of India’s fastest-growing nutrition brands by focusing on everyday health solutions rather than traditional sports nutrition products. The company reported revenue of ₹130 crore in FY26, representing a more than threefold increase from ₹37 crore in FY25, and is now targeting ₹200 crore in revenue for FY27.
The latest funding will support the company’s next phase of growth, including international expansion, retail distribution, product innovation, and investments in research and development.
Unlike conventional nutrition brands that primarily cater to fitness enthusiasts through flavored protein powders and performance supplements, TruNativ has built its business around integrating nutrition into daily household consumption. The company’s flagship products are designed to fit seamlessly into regular Indian diets, making nutrition more accessible to a wider consumer base.
One of its most successful offerings is a heat-stable, flavor-neutral protein formulation that can be added directly to staples such as wheat flour, lentils, batters, and traditional meals without affecting taste or texture. This approach has allowed the brand to reach consumers who may not typically purchase sports nutrition products but are increasingly looking to improve their daily protein intake.
The company has also established a strong position in the sugar-substitute category through its natural sweetener portfolio. Alongside protein products, TruNativ’s broader range includes gut-health solutions, fiber supplements, collagen-based beauty nutrition products, and performance-focused whey protein formulations.
A key factor behind TruNativ’s growth has been its ability to align with evolving consumer preferences around preventive healthcare, clean-label products, and ingredient transparency. As awareness around protein deficiency and metabolic health increases across India, consumers are seeking convenient solutions that fit naturally into existing dietary habits rather than requiring significant lifestyle changes.
The company’s expansion plans extend beyond India. TruNativ intends to launch its products in the United Arab Emirates and Singapore before the end of 2026, marking its first major international push. These markets have been identified as strategic growth regions due to their large South Asian populations and increasing demand for premium nutrition products.
Domestically, the company plans to strengthen its offline presence through modern retail outlets, pharmacy chains, and institutional partnerships. It is also looking to expand its footprint within the hospitality and food-service sectors by integrating its nutrition products into restaurant and café menus.
Another important focus area will be the growth of TruNativ’s business-to-business division. The company supplies functional ingredients and nutrition solutions to other consumer brands, creating an additional revenue stream beyond direct consumer sales. Industry experts view this segment as a high-margin opportunity that could significantly strengthen the company’s long-term profitability.
Part of the new funding will also be allocated toward establishing an advanced research and innovation center in Mumbai. The facility will focus on developing localized nutrition solutions, improving ingredient functionality, and creating products tailored to Indian consumer preferences.
The investment also highlights growing investor confidence in India’s evolving nutrition market. OrbiMed, one of the world’s largest healthcare-focused investment firms, typically backs businesses with strong scientific foundations and long-term category leadership potential.
For the broader startup ecosystem, the transaction is equally significant because it delivers a complete secondary exit for early investors while attracting a globally recognized healthcare investor. This demonstrates the increasing maturity of India’s consumer health and wellness sector, where brands are now scaling beyond digital commerce into sustainable, multi-channel businesses.
With fresh capital, strong growth momentum, and a growing international presence on the horizon, TruNativ is positioning itself as a leading player in the next phase of India’s nutrition revolution.
