ITC today announced that its flagship Aashirvaad brand will now be sold in Bihar, West Bengal and Jharkhand. The move is part of the conglomerate’s strategy to strengthen its fresh dairy presence in eastern India.
The company entered the fresh dairy market in 2018 with the launch of Aashirvaad milk in Bihar. Since then it has built a network of suppliers and distributors across the state, and has recently added West Bengal and Jharkhand to that footprint.
The decision comes as consumer preference shifts toward branded and value‑added dairy products. Analysts say the rising demand for premium milk and ready‑to‑drink alternatives provides a sizable opportunity for established players like ITC.
ITC will roll out a regional marketing campaign next month and will increase its distribution network to support the rollout across the three states.