May 14, 2020
After receiving promising response and acceptance from Kolkata consumers, Sanjay Singal, CEO of ITC’s Dairy & Beverages Div has launched lassi under Aashirvaad Svasti brand.
With this launch, the company sells milk, curd and paneer in West Bengal.
ITC has tagged lassi at Rs. 10 for a 160ml pack. ITC has expanded its competition with Amul in the dairy sector and several other national and regional brands. ITC has rolled it out in more than 3,000 outlets in Kolkata alone.
“We saw merit in launching lassi during peak summer as this dairy based traditional drink can help beat the soaring heat and quench the thirst,” he said.
With other products like ghee and milk shakes, ITC presently is focusing in expanding its dairy business as it has identified as one of the growth drivers in its quest to achieve Rs. one lakh crore sales from FMCG business.