FMCG major ITC Limited continues to reiterate that there is no plastic in Ashirvaad Atta, as claimed by some ‘malicious videos’ that went viral in the last few months. According to recent reports, ITC will file a third FIR in Delhi against the circulation of videos which claimed the presence of plastic in Ashirvaad Atta. The company has already filed FIRs in Kolkata and Hyderabad.

A Bengaluru Court has recently barred people from circulating any such false videos or material claiming Aashirvaad atta contains plastic or rubber. The company further highlights that legal action will be taken against the rumour-mongers who are deliberately trying to malign the image of the brand.

With the help of TV as well as digital advertisements, the brand is trying to urge people to not be a victim to any such rumours. The video further goes on to explain that what is being shown as plastic in these videos is actually wheat protein which is a mandated component of atta by the FSSAI and occurs naturally in many grains like wheat, oats, barley. FSSAI mandates that wheat flour should contain a minimum of six per cent gluten, which is wheat protein, on a dry weight basis.

At a recently held press conference in Guwahati recently, that what is being understood as plastic is gluten and is totally safe for the consumption. The malicious videos were being circulated on social media – Facebook, YouTube, Twitter and WhatsApp creating confusion and panic amongst consumers about the safety of the products. Reports highlight that due to the circulation of these fake videos, it has affected ITC as well as other organized players’ sale of atta brands.

(The above story first appeared on LatestLY on Mar 20, 2018 12:50 PM IST. For more news and updates on politics, world, sports, entertainment and lifestyle, log on to our website latestly.com).