Yes, men can eat soy without health concerns as part of balanced diet. The idea that soy “feminizes” men (i.e., lowers testosterone or causes estrogenic effects) is not supported by evidence/ published scientific literature/position statements by authoritative bodies. In fact, soyabean has been recommended by recently published Dietary guidelines for Indians as one of the credible sources for plant protein.
Frequently Asked Questions
Thank you for your question. As per ICMR (Indian Council of Medical Research) NIN (National Institute of Nutrition) & FSSAI, the Recommended Dietary Allowance (RDA) for protein for a healthy Indian adult is 0.8-1.0g/Kg body weight/ day which is approx. 54g per day (for an adult weighing ~65kg). Just 3 rotis made from Aashirvaad Atta with High Protein (1 roti = 30g atta) provides about 13.2g of protein, which is 24.5% of the daily protein requirement. Trust this answers your query.
Thank you for asking! Regular wheat flour contains about 10–11g of protein per 100g. Aashirvaad Atta with High Protein is thoughtfully crafted with a blend of wheat flour, 10% soya flour, and 2% Bengal gram flour. Soya flour is a complete source of protein, meaning it contains all 9 essential amino acids. These ingredients help increase the protein content of the atta by around 30% compared to regular wheat flour. Trust this clarifies your query!
No, it’s not true. Soya as part of balanced diet can be enjoyed by both men and women equally. There is no proven evidence that soya can cause health concerns in men.
Thank you for your question! Since Aashirvaad Atta with High Protein is crafted with a blend of wheat and carefully selected multigrain flours, you may notice a slight difference in the texture of the rotis compared to regular atta — a natural sign of the added goodness of multigrains. That said, we’ve ensured the right balance of ingredients so that the rotis remain great-tasting just like your regular atta. Trust this helps!
Thank you for raising this important point! While it’s true that regular atta and multigrain atta contain protein, Aashirvaad Atta with High Protein is thoughtfully crafted with 10% soya, which is a complete source of protein, Bengal gram flour and Oats Flour. This ensures not just a higher protein level, but also ingredients that are known for better-quality protein. Quality protein is also very important as it provides essential amino acids which are needed by our body and has to be obtained from daily diets. With just 3 rotis providing ~25% of the daily protein requirement (as per ICMR (Indian Council of Medical Research)-NIN (National Institute of Nutrition) RDA), it offers a more assured, convenient, and consistent way to bridge the protein gap in everyday meals. While ITC does offer other atta variants with similar ingredients, those blends are designed to deliver different benefits ensuring that each product meets distinct consumer needs. Trust this helps!
Thank you for your question! Aashirvaad Atta with High Protein is made with a blend of wheat, soya, Bengal gram, and oats. It contains no maida, no added preservatives, and no chemicals — just thoughtfully selected ingredients to give you protein-rich, great-tasting rotis. Trust this clarifies!
Thank you for your question! The claim that 3 rotis made from Aashirvaad Atta with High Protein fulfils approximately 25% of the daily protein requirement is based on the Recommended Dietary Allowance (RDA) set by ICMR-NIN & FSSAI for a healthy adult man, which is 54g of protein per day.
Test results through an NABL accredited lab show that 100g of this atta contains 14.7g of protein, so each roti (≈30g atta) provides about 4.4g of protein, making 3 rotis roughly 13.2 g of protein, or around one-fourth of the daily requirement. This calculation follows Food Safety and Standards (Advertising and Claims) Regulations, 2018, ensuring transparency and credibility. Trust this clarifies your query!
Thank you for asking! The price is higher than regular atta because soya, Bengal gram, and oats are more expensive than wheat, and we use them in the unique proportion to deliver higher protein and with ingredients that are known for better quality protein. Even with this thoughtfully crafted blend, the cost per gram of protein comes to just around ₹0.60, making it much more affordable compared to other protein sources. Just 3 rotis fulfill ~25% of daily protein needs, making it a simple, accessible and everyday way to bridge the protein gap in Indian diets. Trust this helps!
Thank you for your question! Aashirvaad Atta with High Protein is crafted with 10% soya flour and 2% Bengal gram flour to provide higher protein and also with ingredients known for better-quality proteins, addressing the growing need for protein in daily diets. While ITC does offer other atta variants with similar ingredients, those blends are designed to deliver different benefits ensuring that each product meets distinct consumer needs. Trust this helps!
Thank you for your question! Aashirvaad Atta with High Protein is being launched on e-commerce platforms in Delhi, Mumbai, Bengaluru, Hyderabad, and Chennai. It comes in 1kg and 5kg packs. We Trust this helps!
Thank you for your question! Most Indians need to add supplements to meet their daily protein needs, Aashirvaad Atta with High Protein provides a natural and convenient solution. Just 3 rotis made from this atta can fulfill ~25% of your daily protein requirement, making it an easy, everyday way to bridge the protein gap in your diet. Trust this helps!
Thank you for your question! Aashirvaad Atta with High Protein is suitable for all age groups who can consume regular atta, as it is made from a blend of wheat, soya, Bengal gram, and oats. However, if someone has specific health conditions or food allergies, we recommend consulting a healthcare professional before including it in their diet. Trust this helps!
Thank you for your question! Defatted soya means that the fat content has been removed from soya, which helps increase the protein content in the atta. This allows Aashirvaad Atta with High Protein to deliver higher protein from ingredients with better quality protein in every roti. Trust this helps!
