ITC launches pouch milk under the brand Aashirvaad Svasti


ITC Ltd has entered the liquid milk segment with pouches. With this development, the company expanded its dairy portfolio beyond ghee and dairy whitener.

Launched in Munger in Bihar, each of the 500 ml packs is priced at Rs 19 and will compete against products from Amul, Mother Dairy and Sudha, among others.

“We launched pouch milk under the Aashirvaad Svasti brand two weeks ago in Munger. We have a milk processing plant there,” according to Hemant Malik, divisional chief executive of the company’s foods business.

The company has set up a separate dedicated distribution channel for milk products. The Rs 720 billion pouch milk segment mostly caters to the budget category. The company has consciously decided not to focus on the Rs 8 billion Tetra Pak segment.


Malik said, adding the price point and the 500 ml packet size would cater to local needs, since people mostly use milk to make tea and curd in Bihar.

The company is confident about their product category and believes the rapid growth in market.

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