This World Diabetes Day, ITC’s Aashirvaad Sugar Release Control Atta launches a crusade against Diabetes with #AashirvaadSugarControlChallenge

New Delhi, 15 November 2019: From the house of India’s No. 1 packaged atta brand, Aashirvaad Sugar Release Control, a uniquely formulated atta which enables individuals to take control of their health ‘Naturally’, has launched a digital campaign #AashirvaadSugarControlChallenge in the run-up to World Diabetes Day. The atta which is high in fibre & protein, with a proven GI Value less than 55 and considered suitable for consumption to naturally manage sugar level spikes, has invited participation for this challenge which encourages people and their families to take up healthy lifestyle practices to help manage diabetes.

It is generally believed that to inculcate a new habit, an activity must be carried out for 21 days. The initiative calls out to every individual to take up a 21 Days fitness challenge, starting 14th November, for themselves or a family member by indulging in any form of physical activity and share their progress on a day-to-day basis. Every participant’s progress will be monitored on a daily basis and post completion of 21 days, 100 winners will be gratified for their efforts.

In alignment to this year’s theme of World Diabetes Day, Aashirvaad Sugar Release Control Atta is of the firm belief that family support in diabetes care can have a significant impact in improving health and wellness particularly for people with diabetes. This belief has resonated with multiple eminent celebrities/influencers from television and social media and has encouraged the likes of Arjun Bijlani, Harman Sidhu and Apoorva Jayarajan to engage in the #AashirvaadSugarControlChallenge.

Commenting on the initiative, Hemant Malik, Divisional Chief Executive, Foods, ITC Ltd. said,“Aashirvaad Sugar Release Control Atta was launched with the aim of helping individuals take control over diabetes, naturally. Its innovative formulation and clinically tested low GI values successfully aid in preventing sugar level spikes, making it an effective staple for people having existing or potential sugar concerns. Our initiative this year is aimed at encouraging individuals and families to come together and make easy lifestyle changes that can help manage diabetes effectively and enable its prevention in some cases. We hope we are able to contribute to significant improvements in diabetes care in our country.