ITC to strengthen presence of dairy biz in the eastern region

FMCG big, ITC Ltd will glimpse to improve the existence of fresh new dairy offerings under the “Aashirvaad Svasti” manufacturer throughout the jap region. Post consolidating existence in the existing twenty five-odd marketplaces, and upcoming types of Bihar and West Bengal, more than the “next handful of years”, it will tap other states of the east.

According to Sanjay Singal, Chief Working Officer – Dairy and Drinks, ITC has a existence in 24 marketplaces which includes Patna in Bihar when in West Bengal it is present mostly in Kolkata and the suburbs in the fresh new dairy category. New marketplaces in Bengal are staying explored, and procurement of milk from farmers in the point out is staying ramped-up as part of its enlargement ideas.

The corporation has three facilities in these states, one particular each individual in Munger, Patna and Howrah.

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ITC entered the dairy section in 2018, commencing with pouched milk offerings in Bihar. Subsequently, it expanded into Kolkata. The item portfolio was expanded into the worth-added section to include things like curds, paneer and lassi. New offerings and tetra packs (for milk) are staying explored too.

“At the very least for the up coming handful of several years, we will tap new marketplaces of Bihar and Bengal and consolidate existence in existing types. For instance, we are hunting at the other suburban marketplaces all over Kolkata,” he said put up the start of the ‘Aashirvaad Svasti Select’ milk. The quality giving arrives with an solution where consumers can track on line the dietary and overall health parameters of the item.


New distribution channels that include things like direct to home delivery of milk have been set up apart from the existing types for its FMCG offerings. Doorstep delivery is finished in at the very least twenty-30 per cent of the homes when the company’s e-retail store has been ramped up to promote its overall selection of FMCG offerings (apart from cigarettes).

“Once we are via with Bihar and Bengal, we will examine other marketplaces of the East,” Singal explained to BusinessLine introducing that in the fresh new milk category ITC enjoys an 8-ten per cent market place share when in the worth-added groups “market share will be higher”.

Procurement of fresh new milk and problems in its transportation past two hundred kms is a obstacle which is why the corporation has taken a regional initially technique.

According to Singal, choose offerings like ghee (under Aashirvaad Svasti manufacturer) and milkshakes (bought under Sunfeast Wonderz) are already pan-India. Apart from e-commerce existence, ghee is bought in six states when milkshakes under the Sunfeast Wonderz manufacturer has now been extended to South Indian states.

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