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ITC is expanding its fresh dairy business in Eastern India under the Aashirvaad Svasti brand

ICICIdirect Research 28 Sep 2026 DISCLAIMER

News: As per the media interview, *ITC* is expanding its fresh dairy business in Eastern India under the Aashirvaad Svasti brand. Bihar, West Bengal and Jharkhand remain the company’s key focus markets. In Bihar, where over 80% of consumers still purchase loose milk, the company is looking to accelerate the shift towards branded milk and value-added products. ITC is following hyper-localisation strategy, tailoring its dairy portfolio to regional tastes and local demand. ITC currently has processing plants across the three states and is strengthening its direct milk procurement network.

View: The dairy expansion is aligned with ITC’s strategy to increase consumer spending on the Aashirvaad brand to Rs.20,000cr from around Rs.10,000cr currently. Dairy remains one of ITC’s faster-growing categories witnessing high double digit growth. ITC’s continued focus on Eastern India could increase competitive intensity in branded dairy. However, the large share of loose milk consumption in the region also provides significant headroom for organised players as consumers shift towards packaged dairy.

Impact: Neutral

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