ITC, a diversified conglomerate, is reportedly planning to enter into the dairy segment by launching its new product ‘Aashirvaad ghee’ in this Diwali. The company is looking to replicate the same success it achieved in the unorganised and commoditised atta segment with the Aashirvaad brand, under which it also sells spices and other food products. Being a household name, Aashirvaad has tremendous brand equity among households and housewives, so the company has decided to launch ghee under the Aashirvaad umbrella.
ITC has business a interests in cigarettes, hotels, paperboards and specialty papers, packaging, agri-business, packaged foods and confectionery, information technology, branded apparel, personal care, stationery, safety matches and other FMCG products.
