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ITC forays into breakfast cereal category

News: ITC has forayed into the Indian breakfast segment with a ready-to-cook and ready-to-mix range and staples under its FMCG brand 'Aashirvaad'. The breakfast staples market in India has a potential of over ₹10,000 crore, growing at over 12% every year. Aashirvaad has largely been a brand with products for meal occasions, be it atta, salt, pulses or ghee. The company is extending the brand into other value-added segments.

Views: The company is leveraging strong brand equity of Aashirvad brand & foraying into value added segments. This would results in improvement in margins of fmcg business.