ITC has stepped into the dairy whitener market with its Sunfresh brand, its second offering in dairy business, after it opened its innings in this space last October with packaged ghee.
With this, the Kolkata-based company intensified its rivalry with Nestle and Amul, the two largest companies in the dairy whitener segment, which together account for more than 85% of the market. The company has launched Sunfresh in the North-East, the largest market for dairy whiteners valued at over Rs 380 crore due to milk deficit in the region. Next on cards are West Bengal and Kerala, before the company takes the brand national. More than 60% of the dairy whitener business is generated in the North-East, West Bengal and Kerala, according to Nielsen data. The dairy whitener market is valued at over Rs 1,370 crore, and is growing at 6% per annum. “We would soon enter few more categories in the dairy business,” said B Sumant, president-FMCG business, ITC.