ITC Ltd.’s Aashirvaad Svasti enters the Bengali sweets space, launches the quintessential Mishti Doi in Kolkata

 Kolkata : ITC Ltd.’s Aashirvaad Svasti has entered the region’s highly popular sweet curd category with the launch of Aashirvaad Svasti Mishti Doi. The announcement, further strengthens Aashirvaad Svasti’s portfolio offerings in the dairy segment. The brand endeavors to establish a strong foothold in Kolkata’s organized sweet curd market, driven by consumers’ love for the traditional Bengali dessert and its multi-occasion led consumption. With consumers today seeking superior quality products with attributes like hygienic packaging, a growing consumer preference for branded Mishti Doi has given the brand an impetus to enter this segment.

Consumer researches reveal that only a select-few legacy shops deliver an authentic experience of Mishti Doi. With the purpose of fulfilling this need gap of Kolkata consumers, Aashirvaad Svasti has launched its very own Misthi Doi, made in a way which keeps the rich tradition of Bengal at the centre of its product development journey whilst recreating the authentic rich taste and creamy mouth feel desired by the Mishti Doi aficionados.

Commenting on the launch, Mr. Sanjay Singal, Chief Operating Officer – Dairy and Beverages, ITC Limited said, “We thank the Kolkata consumers for their unwavering support and patronage to Aashirvaad Svasti’s fresh dairy offerings like Milk, Curd, Lassi and Paneer since their launch in 2018.  Now, we are delighted to enter the sweet curd segment on the auspicious occasion of Jamai Sasthi, a festival celebrated widely by the Bengali community across West Bengal. We are confident about receiving an encouraging response to our latest offering from our consumers in Kolkata. Aashirvaad Svasti Mishti Doi is rich and creamy in taste with thick and smooth malai layer on top. This launch is another step towards broadening Aashirvaad Svasti’s superior product offering with the purpose of continuing to delight our consumers’ taste buds. In due course, we will also be expanding our sweet curd portfolio with launch of Aam Doi.”

Priced at Rs.20 for its 85g pack, Aashirvaad Svasti Mishti Doi will be available in all general trade outlets across Kolkata. Aashirvaad Svasti Mishti Doi will come in attractive cup format that has culturally relevant elements, which is at the centre of its packaging design philosophy.

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