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Entry № 001 · Biscuits
Right Shift Jaggery Ragi Cookies

Right Shift Jaggery Ragi Cookies

ITC · 100g

Right Shift Jaggery Ragi Cookies represent ITC's targeted entry into age-based nutrition for consumers aged 40 and above, officially launched August 26, 2024. [22] The product claims to offer a healthier cookie alternative by replacing refined wheat flour (maida) and white sugar with ragi flour and jaggery respectively.

Marketing deceptionSugar loadProcessing tierFat / oil typeSodiumRegulatory history
§ A · Six-axis assessment
Flagged because of:Sugar load · Processing tier · Fat / oil type · Sodium · Marketing deception
Sugar load
■ Think twice trigger

[56] The brand's claim '0% refined sugar' is misleading: jaggery is minimally processed cane-juice concentrate (90-95% sucrose, fructose, glucose) with no biochemical advantage over refined sugar. ICMR 2024 guidelines do not differentiate jaggery from refined sugar in added-sugar targets.

4g added sugar.

Processing tier
■ Think twice trigger

NOVA 4 (ultra-processed foods) despite wholegrain ingredients. Involves industrial formulation with processed jaggery concentrate, refined vegetable fats, and functional additives (sodium bicarbonate, ammonium bicarbonate, soy lecithin emulsifier).

While ragi and seeds elevate micronutrient density versus white-flour biscuits, the ultra-processing level contradicts wholefood-nutrition positioning. Manufactured in standardized industrial facility (ITC Mysore).

Fat / oil type
■ Think twice trigger

[56] Brand explicitly claims 'No Palm Oil,'[26][30][40] likely using vegetable ghee or refined shortening. [56] Daily WHO recommendations: 60-70g total fat, <20g saturated.

21g saturated—acceptable per serving but high-density product. Saturated fat concentration concerning for 40+ demographic at cardiovascular risk.

Sodium
■ Think twice trigger

Sodium content undisclosed on available nutrition panels (Swiggy Instamart, BigBasket, brand website). WHO recommends <2000mg/day sodium.

Cookies typically contain 100-300mg sodium per 100g; if Right Shift follows industry norms, a 25g serving would contribute ~25-75mg (1-4% daily limit). Official pack labeling should clarify sodium content—this omission from online data prevents full dietary assessment.

Marketing deception
■ Don't eat trigger

** Jaggery is minimally processed cane-juice concentrate with no biochemical advantage over refined sugar in glycemic impact or micronutrient bioavailability. FSSAI and ICMR do not differentiate jaggery from refined sugar in added-sugar targets.

No ASCI ruling found against this product, but positioning as 'healthy alternative' exploits consumer perception gaps. '0% Maida' and 'No Palm Oil' claims are accurate but secondary messaging masking the sugar deception.

Regulatory history

[18] Manufactured under ITC Limited Food License No. 10016043001647 in Mysore, Karnataka facility meeting Indian food-safety standards.

Brand launched August 26, 2024,[22] with no subsequent adverse regulatory actions or consumer court cases. ITC's established quality-assurance protocols support food-safety confidence.

§ B · Nutrition

Per 100 g

Energy500 kcal⚑ Relatively high for a biscuit; energetically equivalent to butter biscuits despite wholegrain positioning.
Carbohydrates62.1 g⚑ Primarily from ragi flour and jaggery; dietary fiber content (6.6g) moderates glycemic impact relative to refined biscuits.
Total Sugars16.4 g⚑ Combined intrinsic and added sugars; 14.3g portion from jaggery classified as added sugars.
Added Sugars14.3 g⚑ **57% of WHO daily free-sugar limit (25g).** Contradicts brand's '0% refined sugar' claim; jaggery provides equivalent glycemic load to refined white sugar.
Dietary Fibre6.6 g⚑ Substantially higher than conventional biscuits (typically 1-2g/100g); supports satiety and digestive regularity.
Total Fat25.5 g⚑ High-density product; brand claims no palm oil; likely vegetable shortening or hydrogenated vegetable ghee.
Saturated Fat12.1 g⚑ **48% of total fat content; represents 61% of WHO daily recommendation (20g).** Concerning for 40+ demographic with cardiovascular disease risk.
Trans Fat0 g⚑ Complies with FSSAI trans-fat reduction guidelines; no hydrogenated oils detected; verified claim on product packaging.
§ C · Ingredients

As declared on pack

Ragi flour, wheat flour, jaggery, vegetable shortening, almonds, edible seeds, salt, raising agents (sodium bicarbonate, ammonium bicarbonate), emulsifier (soy lecithin). May contain: milk, eggs, fish, crustacean shellfish, tree nuts, peanuts, wheat, soybeans.[52] Complete ingredient percentages and E-number breakdown not disclosed on brand website or available retail packaging.

§ D · Timeline
  1. July 2024
    ITC announces Right Shift nutrition brand targeting 40+ demographics with multiple product categories
    Globe Capital
  2. August 2024
    Right Shift brand officially launches with Ragi Cookies, Oats Cookies, and complementary nutritious products [Source ↗]
    Elets BrandStory · [1]
§ E · Citations

Sources of truth

  1. [1]
    ITC new product line Right Shift focuses on nutritious products for consumers aged 40+
    Elets BrandStory
    Open source ↗
  2. [2]
    ITC Right Shift Jaggery Ragi Cookies - 0% Maida, 0% Refined Sugar With Nuts And Seeds
    Swiggy Instamart
    Open source ↗
  3. [3]
    Factory Locator
    Right Shift
    Open source ↗
  4. [4]
    Cookies
    Right Shift
    Open source ↗
§ F · Correction

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