Mumbai: ITC’s Aashirvaad, a consumer brand, has expanded its Fresh Dairy portfolio with the launch of Aashirvaad Masala Chaach in Bihar, priced affordably at just Rs. 10. Tailored for the region’s taste preferences, the launch comes at the perfect time, offering consumers a cooling and flavorful summer beverage rooted in tradition.
This new offering highlights Aashirvaad’s commitment to quality, affordability, trust, and local relevance. Specially crafted for Bihari palates, Aashirvaad Masala Chaach blends the goodness of buttermilk with a mix of cumin, black pepper, and black salt—a combination cherished in local households for both its taste and digestive benefits. Ideal as a mid-day cooler or a post-meal refresher, the product brings a burst of traditional flavor to beat the summer heat.
Vivek Kookkal, Vice President & Head, Dairy & Beverages, ITC Ltd., said, “At ITC, we are committed to creating products that resonate with local tastes while offering the highest quality. Bihar has already shown immense love for Aashirvaad Lassi, and we are excited to build on that trust with the introduction of Aashirvaad Masala Chaach. This launch not only brings another refreshing and flavourful option to our consumers but is also testament to our deepened promise of delivering high-quality, locally resonant dairy experiences.”
Available in a convenient 200ml pouch, the product is set to hit shelves across general and modern trade outlets in Bihar, offering a pocket-friendly, everyday dairy refreshment for consumers throughout the summer.
