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Aashirvaad launches Pure Cow Ghee made with Uthukuli butter
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Thursday, 05 November, 2026, 12 : 00 PM [IST]
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Our Bureau, Bengaluru
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ITC’s Aashirvaad has launched Pure Cow Ghee made with butter from Uthukuli. The launch seeks to connect more consumers with the story behind this traditional ingredient, bringing Uthukuli’s rich dairy heritage to households across Tamil Nadu.
Made with butter sourced from Uthukuli, the new ghee aims to connect consumers with the origins of an ingredient they use every day, with the assurance of a brand they already trust.
For the farming communities of Uthukuli, dairy is more than a livelihood. It is a way of life built on daily routines, the care of cattle and practices passed down through generations. Over time, this close bond between farmers and their cattle has shaped Uthukuli’s identity as a region known for butter-making. By bringing this story to a wider audience, Aashirvaad hopes to give greater recognition to the people and practices that contribute to Tamil Nadu’s culinary heritage.
Commenting on the launch, Vivek Kookkal, Vice President and Business Head – Dairy and Beverages, Foods Division, ITC Ltd., said, “Uthukuli has a rich heritage of butter-making, shaped by generations of farming communities. With Aashirvaad Pure Cow Ghee made with butter from Uthukuli, we are bringing this regional legacy into the spotlight, combining the tradition of Uthukuli with Aashirvaad’s trusted expertise. We believe this is especially meaningful during Diwali, when food remains an important expression of family, culture and tradition.”
At the heart of Aashirvaad Pure Cow Ghee made with Butter from Uthukuli is butter sourced from the region which forms part of the butter utilized to make the ghee. At Aashirvaad’s facility in Hosur, butter is slow-cooked for 3.5 hours to develop the ghee’s characteristic aroma, then rested for 72 hours to bring out its distinctive granular texture. The process combines the provenance of the ingredient with Aashirvaad’s ghee-making expertise, creating a ghee suited to both everyday cooking and festive meals.
A launch film follows the journey of the butter from Uthukuli’s farming communities to the Hosur facility, highlighting the people and processes behind the ghee.
This Diwali, Aashirvaad Pure Cow Ghee made with Butter from Uthukuli brings the region’s dairy heritage, and the farming communities behind it, to festive kitchens across Tamil Nadu. The product is available across Tamil Nadu through retail outlets and leading quick-commerce platforms, priced at Rs 550 for 500 ml and Rs 220 for 200 ml.
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