ITC enters liquid milk segment with pouches under Aashirvaad Svasti brand

The company has consciously decided not to focus on the Rs 8 billion Tetra Pak segment

Diversified conglomerate ITC Ltd has entered the liquid milk segment with pouches.
 
Launched in Munger in Bihar, each of the 500 ml packs is priced at Rs 19 and will compete against products from Amul, Mother Dairy and Sudha, among others.
 
“We launched pouch milk under the Aashirvaad Svasti brand two weeks ago in Munger. We have a milk processing plant there,” according to Hemant Malik, divisional chief executive of the company’s foods business.
 
Asked if ITC would opt for a national roll-out of its pouch milk, Malik said, “It will never be national, but we will