Chennai: With ghee being a quintessential part of the daily dining routine in South Indian homes, its market value in Tamilnadu and Kerala has been estimated at Rs 950 crore.
Consumer insights reveal that in traditional South Indian homes, ghee is added as topping to a variety of dishes such as idli, dosa, rice, sambhar etc.
In a bid to further strengthen their hold on the ghee market, state-run Aavin and private players are competing with each other.
In the recent past, Aavin has launched a string of activities to promote its products. While Aashirvaad Svasti Ghee has been launched in a squeeze-it bottle.
Sanjay Singal, chief operating officer, dairy and beverages, ITC Ltd said, “After having undertaken comprehensive research, we believe our new design packaging will help augment consumers’ interaction and consumption experience and minimize product wastage”.