50 years of tradition, enjoyed daily
Chapattis are the cornerstone of the traditional South Asian diet and enjoyed by thousands of South Asian families every day. With over 50 years of heritage, we are the nation’s favourite atta, at the heart of the family, upholding traditions and nurturing generation after generation with our premium quality flours.
Our story begins in the 1960 and we’d love to share our journey through the years with you.
1962 The birth
The 1960s saw a wave of migration of South Asian workers with their families to the UK to fulfil the needs of a growing labour market. The settlement of families changed the nature of South Asian communities in the UK. New shops, cultural and religious organisations, and local services emerged. The 1960s and early 1970s also saw the arrival of Indian ‘twice migrants’ from East Africa, who came as a result of policies, which prioritised native Africans in the newly independent countries of Kenya, Tanzania and Uganda.
Recognising the opportunity, we decided to create a traditional atta with the help of a local flour miller, to cater to the South Asian taste and growing community. This was the birth of our flagship Elephant Atta Medium flour, which went on to become the most popular atta brand in the UK.
1970s-2000 The formative years
Over the next few decades, we grew as a brand, being consumed by thousands of South Asian families daily. Although Indians, Pakistanis and Bangladeshis come from the same sub-continent, the vastness of the land contributes to a lot of dietary variations, including different types of the ubiquitous chapatti. The Gujaratis are known for their thin soft phulkas, the Punjabis for their tandoori rotis and kulchas,and the Pakistanis for their naans and parathas.
Inevitably, these different varieties of breads require different types of flour, which led to us launching our Fine White, Brown and Wholemeal variants. Furthermore, the growth of Bangladeshi curry houses and the catering trade led to the creation of our Self-raising flour, perfect for making naans.
2000s Coming of age
In 2003, we had a makeover and relaunched Elephant Atta with new packaging that reflected the passing of traditions from mother to daughter, from one generation to another. Elephant Atta flour has been at the heart of family cooking for generations, so to celebrate this, we moved away from the ceremonial elephant icon that had been on our packaging since the 1960s. At the same time, we continued our mission to develop products that would meet the needs of our customers. In 2003, we launched the Elephant Atta readymade chapattis for the younger generation of professionals who are short on time but want the familiarity of home food.
Shortly after, we launched our stone-ground Chakki Gold Atta, in response to the growing demand for a healthier, nutritious but tasty atta. Research studies indicated a growing susceptibility of heart related disease within the South Asian community, related to their diet.
2010s Moving on with confidence
In the past decade we have continued to inspire and motivate our customers with healthier eating habits, partnering with Heart UK to provide healthy tips and advice. We are active in the community, participating in events like Melas, festivals and community gatherings. We run regular promotions and give away merchandise and gifts that our family of customers value and treasure for years. We celebrated our 50th Anniversary in 2012 and are proud to champion tradition and healthy eating to our extended South Asian family in the UK.
In 2017, Elephant Atta Medium and Elephant Atta Self-raising flours received 2 gold stars rating at the Great Taste Awards, in recognition of not just the taste of our atta, but also of our dedication to providing you with premium quality. We are heading into 2018 with a fresh new look but the same great taste. Look out for our new packs that still embody the traditions we value, but in a modern stylised design. There’s more to come from us over the next year, so do keep dropping in to see what we are up to and what’s coming up in the next chapter of our story.
Elephant Atta through the years
Take a look at our TV commercials over the years to see how we have grown