ITC forays into ready-to-drink milk-based beverages market in India

The products are manufactured in a new integrated facility it has launched in Kapurthala, Punjab, with an investment of around Rs 9 billion

Fast-moving consumer goods (FMCG) major ITC has entered the ready-to-drink milk-based beverages market in the country under the brand Sunfeast Wonderz Milk. 

The new brand will begin operations in Tamil Nadu and Karnataka, which together account for nearly 25 per cent of the national market.

With this, the company has expanded its dairy portfolio beyond ghood, pouch milk and the curd business.

The beverages market based on ready-to-drink milk in the country would be around Rs 25 billion, of which the retail business, which is being tracked by market intelligence firm Nielsen, would be Rs 10-11 billion, growing at 30-40 per