Our connection to wheat dates back to the pre-partition era in Lahore, where our family first developed a deep understanding of wheat cultivation and processing. After partition, we carried this knowledge forward, and in the 1970s, we established our atta-making business in Amritsar, Punjab.

For generations, we have perfected the art of crafting wheat and millet atta using the Pahari Pathar Chakki, a traditional method that ensures purity and nutrient retention. While modern emery stones have led to inferior quality atta and rising health issues, Parshada remains committed to its roots, offering a product trusted for its health benefits and authenticity.

As a promising brand in Punjab, Parshada is now expanding to other states, spreading the legacy of traditional, slow-ground atta. Thousands trust Parshada choker atta, grounded in the wisdom of Ayurveda, to address issues like constipation and promote overall health.

The Rising Health Crisis Linked to Refined Flour

It’s alarming to note that 25% of the Indian population suffers from constipation, and one-third of the population is affected by type 2 diabetes and heart problems. The root cause of this health crisis can be traced back to the widespread consumption of refined flour.

Refined flour is made by removing wheat bran, which strips away essential fibres and nutrients, leaving behind an unhealthy product. Furthermore, the consumption of maida (refined white flour) has become widespread in the public, particularly in Punjab since the 1990s. This shift towards white atta and maida has adversely impacted the health of the current generation.

As a result, we see more and more people rushing to hospitals with digestive issues, heart diseases, and diabetes. Our children, unfortunately, have also become habitual consumers of these refined flours and are bearing the brunt of the damage.

Despite this growing health crisis, governments, society, and health think tanks remain silent, not addressing the dangers of consuming refined flour. Now is the time for change. We must reflect on our eating habits and move away from consuming white atta and maida. A return to whole grain, nutrient-rich atta, like Parshada, is essential for safeguarding our health and that of future generations.

🌾 Parshada—Where Tradition Meets Health!