India, Sept. 28 -- ITC is strengthening its presence in the fresh dairy segment in Eastern India through its flagship Aashirvaad brand, betting on rising demand for branded milk and value-added dairy products across Bihar, West Bengal and Jharkhand.

The diversified conglomerate, which entered the fresh dairy business in 2018 with the launch of Aashirvaad milk in Bihar and later expanded to West Bengal and Jharkhand, has emerged as the second-largest dairy player in Bihar with a lineup ranging from fresh milk to curd, paneer, lassi and Mishti Doi.

As part of its expansion strategy, ITC has tailored its dairy portfolio to regional tastes, local consumption patterns and evolving consumer preference for quality-assured dairy products.

When...