Business EconomyPosted at: Nov 4 2026 4:49PM


Aashirvaad launches pure cow ghee made with famous Uthukuli butter to mark Diwali season

Chennai, Nov 4 (UNI) Tamil Nadu’s Uthukuli Butter tradition got a festive revival this Diwali. Ghee is a staple in Indian kitchens and
the regional traditions behind it remain lesser known.
Uthukuli, known as buttery town in Tiruppur district of Tamil Nadu, carries a generations-old butter-making heritage shaped by its farming communities and traditional dairy practices.
This Diwali, Aashirvaad, a trusted name in Indian kitchens, brings this lesser-known legacy into the spotlight with the launch of Aashirvaad 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 the households across the state.
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 the 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 CowGhee 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.”
He said at the company's facility in Hosur in Krishnagiri district, 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 the firm'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.
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Tags: #Aashirvaad launches pure cow ghee made with famous Uthukuli butter to mark Diwali season
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