ITC strengthens Eastern India dairy footprint with Aashirvaad expansion

The diversified conglomerate has emerged as the second-largest dairy player in Bihar since entering the fresh dairy segment in 2018, when it launched Aashirvaad milk. The brand has since expanded into West Bengal and Jharkhand, offering a diverse portfolio spanning fresh milk, curd, paneer, lassi and Mishti Doi.

ITC's dairy strategy focuses on tailoring its product lineup to regional preferences and local consumption patterns. The company has prioritized quality assurance and branded offerings, positioning itself to tap rising consumer appetite for reliable dairy products across Eastern India's three key markets.

Hemant Malik, Chief Executive Officer of ITC's Foods Division and Executive Director of the conglomerate, indicated that Eastern India remains central to the company's dairy expansion roadmap. The region presents substantial growth opportunities for the diversified business, which continues to identify headroom for further market penetration across the eastern states.

The expansion underscores ITC's broader strategy to strengthen its presence in India's regional food and beverages sector, leveraging the Aashirvaad brand's established equity in the Eastern market while responding to evolving consumer preferences for quality dairy products.