ITC enters ready-to-drink milk-based beverages market in India

ITC, fast-moving consumer goods (FMCG) major, has forayed into the ready-to-drink milk-based beverages market in India under the brand Sunfeast Wonderz Milk. With this launch, the company has expanded its dairy portfolio beyond ghood, pouch milk and the curd business.

The new brand will start operations in the states of Tamil Nadu and Karnataka. Both of them together account for nearly 25% of the national market.

Hemant Malik, Divisional Chief Executive, ITC Ltd's Food Division, said, "We are targeting young adults who are looking for a drink that could be based on milk, but with a different taste."

"The launch of Sunfeast Wonderz Milk dairy beverages reflects ITC’s focus in delighting consumers with superior and differentiated new products. The ready-to-drink milk beverage market has seen a high growth with a paradigm shift to healthier beverages," he added.