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ITC Foods’ dairy business to enhance regional presence in FY25

Friday, 05 Apr 2024
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Dairy and beverages maker ITC Foods has set plans for a volume-led growth by enhancing its regional presence in FY25 on the back of expanded summer portfolio, and amplified reach in smaller geographies. In Bihar, for instance, the company was earlier present in all 29 districts but through district headquarters, and it is now trying to penetrate 10,000 population markets in the state.

ITC Foods has two parts in its summer portfolio, including the ambient portfolio which operates smoothies, natural juices, and coconut water. A separate summer portfolio for east India, covering Bihar, West Bengal and Jharkhand, is active under the brand Aashirvaad Svasti (dairy brand), which includes lassi.

The company is now looking at targeting rural geographies with a 5,000 or 10,000 population through 25ml fruit juices (under B Natural) SKUs at Rs 10 and has expanded its reach in the rural markets of UP, Andhra Pradesh, and Rajasthan, among others. Its recently launched products includes an extended range of smoothies (has added berry smoothie) at a premium, a smaller SKU of its packaged premium coconut water targeted towards the north of India, A2 cow milk-based milkshake in Tamil Nadu as well as new variants of lassi — rose and mango, shahi lassi for the east.

ITC Foods is also ramping up its premium portfolio, such as he premium Sunfeast Smoothies, and Fruits N Bits, and  and has recently added organic ghee. Its premium segment acts as a growth driver in the overall portfolio.

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