How ITC-Aashirvaad Strengthened User Engagement with Haptik





Live Since

July 2019

Product Used

Customer Care


Aashirvaad Atta was launched in May 2002 and now has become #1 branded wheat flour, trusted by over 3.5 Cr Households across the country. Aashirvaad is owned by ITC Groups, an Indian multinational conglomerate company with an annual revenue of $7.3billion. ITC has diversified presence in Branded Packaged Foods, Personal Care, Education and Stationery, Lifestyle, and more.

Avatar Man

Aashirvaad’s Chatbot is live on the website to enhance the customer experience of exploring our large repertoire of recipes and significantly improve discoverability for our audience. The chatbot serves as a great tool to respond to customer queries, share kitchen tips, provide contest alerts and also help our customers shop on our website. We’re seeing massive growth in terms of customer engagement and are looking forward to exploring further avenues with Haptik.

— Spokesperson at ITC-Aashirvaad

Business Goals

Aashirvaad was looking for a solution to improve customer experience and increase engagement through conversations during the pandemic.

  • Saw a huge surge of online queries and orders for their products during the COVID-19.
  • Educating visitors with product varieties and increase engagement.
  • Providing on-demand, 24*7 support catering queries related to product quality, complaints, delivery information, etc.


Haptik team worked with Aashirvaad to build Ananya, an Intelligent Virtual Assistant that helped with:

  • Automating routine queries pertaining to Atta quality, pricing, deliveries, routing to a live agent and more.
  • Considerably improving sales during COVID-19
  • Sharing recipes, health tips, and fun facts.
Running promotional events such as contests & challenges to engage users and drive overall brand engagement.

Key Use Cases

Screenshots (3)

Business Impact


Queries resolved without an agent


Automation rate



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