In a bid to expand its foods portfolio, the foods division of ITC Limited has made its foray into the instant mix category with the launch of Aashirvaad brand of Instant Mix range.
At a press conference to announce the launch the brand, Sanjay Srinivas, branch manager, ITC Limited, said that the company is initially offering five variants in this range and would soon be introducing other variants also in the market.
Priced competitively, the new offerings of dosa, rice and rava idly, gulab jamun and khaman dhokla mixes are available in packets of 200 grams and 500 grams. The products would hit the South Indian shelves soon.
Stating that the Rs 155-crore market for instant mix is growing at an annual rate of 15 per cent, he added that the South India alone accounts for 45 per cent of the total market.
The foods division of the company contributes 10-12 per cent of ITC's revenue and the company plans to garner a 20 per cent market share in the instant mix category in the first year, he added.