The late bloomer

ITC is banking on its distribution and differentiated products to become a serious player in the highly competitive dairy industry . Can it pull it off? 

With the launch of Sunfeast Wonderz Milk, ITC has taken that big step in the intensively competitive organised Indian dairy industry. Valued at Rs.1,000 billion, with liquid milk accounting for around 65% of that, the company’s decision to launch a ready-to-drink milk based beverages is not entirely surprising. After all, this segment is less than Rs.30 billion and has doubled in three years, indicating some serious growth potential.