Kolkata:
ITC Ltd.’s Aashirvaad Instant Meals, one of the leading players in the
ready-to-eat category, launched Instant Sambar - a quick, non-fussy sambar that
requires just addition of hot water. The product comes as a delicious, instant
fix for busy millennials and students who prefer convenience and crave for
‘home-like’ meals. Retailing at Rs. 25
per 30g pack, the product serves 2 with a shelf life of 12 months.
With
an extensive breakfast range currently on offer, including Khatta Meetha Poha,
Veggie Upma, Suji Halwa and Idli Sambar, Aashirvaad Instant Meals expanded its
ready-to-eat category with the crowd favourite –sambar. What makes Aashirvaad’s
Instant Sambar a unique offering is its inclusion of dal and vegetables. For
the more discerning palate, a garnish of chopped onions and coriander will
enhance the flavour of the Instant Sambar.
The
product is safe to consume for upto a year. The mix is to be added to boiling
water and is to be kept aside for 8-10 minutes. Enjoyed with rice, idli or
dosa, the Instant Sambar is just right for the busy millennials who need a
quick option for breakfast, lunch or dinner.
Speaking about the launch, Ganesh Sundararaman,
SBU Chief Executive, ITC Ltd., said,
“We are excited to introduce Aashirvaad’s Instant Sambar, which caters to the
evolving needs of today’s on-the-go consumers. Having keenly studied the
cooking preferences of today’s youngsters, who mostly live away from their
families, the Instant Sambar was conceptualized with a focus on factors such as
convenience, ease of cooking and the need for home cooked food. We hope to
cater to a wide range of consumers who miss and crave South Indian food.”
Available
in leading metros including Kolkata, Mumbai, Delhi, Hyderabad, Pune, Bengaluru and
Ahmedabad Aashirvaad Instant Sambar retails at Rs. 25 per pack of 30g and
serves 2. The product will be available for purchase at the ITC E-Store, and
third-party e-commerce sites, including Amazon and Big Basket.
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