# ITC Expands Dairy in East India

> ITC bets on branded milk to grow dairy sales in Bihar, West Bengal, and Jharkhand.
- Title: ITC Expands Dairy in East India · The Economic Times
- Summary: ITC bets on branded milk to grow dairy sales in Bihar, West Bengal, and Jharkhand. ITC is expanding its fresh dairy presence in Eastern India through…
- Keywords: itc, aashirvaad, branded milk, east india, fresh dairy market, dairy processing plants, bihar, project gomukh, itc fmcg strategy, dairy farmers support, Expands, Dairy
- Source: The Economic Times — https://economictimes.indiatimes.com/industry/cons-products/fmcg/itc-expands-dairy-play-in-east-india-bets-on-branded-milk/articleshow/134517267.cms
- Author: ET Online
- Published: 2026-09-27T08:46:00+00:00
- Read time: 1 min
- Topics: itc, aashirvaad, branded milk, east india, fresh dairy market, dairy processing plants, bihar, project gomukh, itc fmcg strategy, dairy farmers support
## ITC enters eastern india dairy market
ITC is expanding its fresh dairy presence in Eastern India through Aashirvaad, betting on rising demand for branded milk and value-added dairy products across Bihar, West Bengal, and Jharkhand.
## ITC becomes second-largest dairy brand in Bihar
Since entering the fresh dairy segment in 2018 with the rollout of Aashirvaad milk in Bihar, followed by expansions into West Bengal and Jharkhand, the diversified conglomerate has established itself as the second-largest dairy brand in Bihar.
## ITC's dairy product range
Its product suite spans fresh milk, curd, paneer, lassi, and Mishti Doi.
## CEO focuses on eastern india growth
Hemant Malik, Chief Executive Officer, Foods Division, and Executive Director, ITC, emphasized that Eastern India remains the central focus for the company's dairy roadmap due to substantial untapped potential.
## Bihar's loose milk conversion opportunity
In Bihar, over 80 percent of consumers still buy loose milk, creating a "compelling opportunity" to convert households toward packaged, value-added dairy options that guarantee quality, safety, and uniformity.
## ITC's pouch curd strategy
With our pouch curd offerings, we are helping consumers shift to branded curd that delivers assured quality and consistency, backed by the trust of ITC.
## ITC targets Rs 20,000 crore market growth
Aiming to secure leadership in India's FMCG landscape, ITC has grown the Aashirvaad umbrella beyond atta into staples, spices, fresh foods, and frozen products, targeting a doubling of consumer spends to exceed Rs 20,000 crore over the next five years.
## Key takeaway

ITC is expanding its fresh dairy presence in Eastern India through Aashirvaad, targeting a doubling of consumer spends to exceed Rs 20,000 crore over five years.