ITC’s Aashirvaad dairy push: Why the FMCG giant is betting big on Bihar, Bengal, Jharkhand

The company entered the fresh dairy segment in 2018 with Aashirvaad milk in Bihar and later expanded into West Bengal and Jharkhand. It has now emerged as the second-largest dairy brand in Bihar, with a portfolio that includes fresh milk, curd, paneer, lassi, and Mishti Doi.