ITC's Aashirvaad brand has launched Aashirvaad Pure Cow Ghee made with Butter from Uthukuli, bringing Tamil Nadu's traditional butter-making heritage into the branded ghee market ahead of Diwali.
The product uses butter sourced from Uthukuli, a town in Tiruppur district known for its generations-old dairy and butter-making traditions. The launch connects regional dairy provenance with Aashirvaad's established consumer brand and manufacturing capabilities.
Uthukuli's Dairy Heritage Takes Centre Stage
Uthukuli's identity has long been shaped by farming communities, cattle rearing and traditional butter-making practices.
Through the new product, Aashirvaad aims to give greater visibility to the farmers and regional practices behind the ingredient, positioning heritage and provenance as part of the consumer proposition.
ITC's Dairy and Beverages Business leadership says the initiative combines Uthukuli's traditional expertise with the company's ghee-making capabilities.
From Uthukuli Butter to Ghee at ITC's Hosur Facility
The manufacturing process is designed to develop the product's characteristic aroma and granular texture.
At ITC's facility in Hosur, Krishnagiri district:
- Butter is slow-cooked for approximately 3.5 hours to develop the ghee's aroma.
- The ghee is subsequently rested for 72 hours to bring out its granular texture.
- Butter sourced from Uthukuli forms part of the ingredient base used in the product.
The company says the resulting ghee is intended for both everyday cooking and festive consumption.
Product Availability and Pricing
The product has been introduced across Tamil Nadu through retail outlets and leading quick-commerce platforms.
| Pack Size | Launch Price |
|---|---|
| 200 ml | ₹220 |
| 500 ml | ₹550 |
The launch is timed around Diwali, when ghee consumption is closely associated with festive cooking, traditional recipes and household celebrations.
What This Means for India's Ghee Market
Aashirvaad's Uthukuli ghee launch highlights several emerging opportunities in branded dairy:
- Regional provenance as a differentiator: Traditional dairy origins can help brands create a distinctive product identity in a competitive category.
- Premiumisation through storytelling: Consumers are increasingly presented with products that emphasise origin, craftsmanship and processing.
- Value addition beyond commodity butter: Converting regionally sourced butter into branded ghee creates an opportunity to capture additional value through processing, packaging and distribution.
- Seasonal launches as a market-entry strategy: Diwali provides a relevant consumption occasion for premium ghee products.
The bigger takeaway: Aashirvaad is using Uthukuli's butter-making legacy to differentiate its ghee offering. The commercial opportunity will depend on whether regional authenticity and product experience translate into sustained consumer demand beyond the festive season.
Source: Read full story here 05 Nov, 2026 Edited and Reported by
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