ITC Expands Dairy Business in East India With Value-Added Push

ITC is strengthening its dairy presence in Eastern India by expanding its branded milk and value-added product portfolio.

ITC entered the fresh dairy market in 2018 with Aashirvaad milk in Bihar and later expanded into West Bengal and Jharkhand. Its portfolio now includes fresh milk, curd, paneer, lassi and Mishti Doi.

Malik told PTI, that, “East is one of the most promising growth markets for the dairy category and will be central to our growth strategy in the coming years”. 

Bihar remains an important opportunity for the company, with more than 80 percent of consumers purchasing loose milk. ITC is targeting this market by expanding packaged milk and value-added products such as pouch curd.

Malik says, “In South India, consumers moved to branded curd over a decade ago, and we wanted to enable a similar transition in Bihar. 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”. 

The company is also evaluating newer and healthier dessert products as it looks to expand its value-added dairy portfolio beyond Mishti Doi.

ITC operates dairy facilities across Bihar, Jharkhand and West Bengal and directly procures milk from farmers. Through Project Gomukh, it works with dairy farmers to improve milk productivity and quality while supporting their incomes.

During FY26, the company supported around 33,300 dairy farmers across more than 560 villages in the three states through veterinary services, cattle feed and other animal husbandry initiatives. ITC said its Aashirvaad Svasti fresh dairy portfolio recorded strong growth in FY26, led by premium milk and value-added products such as curd, paneer, Mishti Doi and lassi.