Today, consumers are also seeking new therapeutic experiences, as part of their holistic wellness pursuits. To address this, ITC launched ‘Pranah’, a range of incense sticks, cones and scented candles, built on the core promise of ‘Earth Inspired Aromatherapy’ that harmonises the planet’s natural elements with scientific wellness.
It is our firm belief that Indian brands must adorn the global stage and towards that, establish an enduring legacy in Bharat first, before making an impact overseas.
Over 100 new, differentiated and superior products were launched last year, anchored on the vectors of Health & Nutrition, Hygiene, Naturals, Protection & Care, Convenience, & On-the-Go. Even as we strengthen our mega brands, we are also introducing new brands and pursuing value-accretive acquisitions to address emerging opportunities and whitespaces.
In a first-to-market move, ITC introduced a range of nutrition-dense products under the ‘Right Shift’ brand for consumers in the 40+ age group using clinically-proven natural ingredients and proprietary formulations developed at LSTC. These innovative products aim to nurture an active lifestyle for this discerning cohort of conscious consumers through healthier alternatives.
ITC’s exquisite range of frozen food, under the ‘ITC Master Chef’ brand, comprises over 80 Indian and Western Snacks, Indian breads, Prawns and Vegetables and has gained encouraging consumer traction. These products are freshly frozen with no added preservatives to lock in taste and flavour. ITC is fortifying its presence in this category with the acquisition of Prasuma, which has developed several first-to-market Pan Asian frozen products spanning over 170 options in 100+ cities. With the rise of nuclear families, that seek both quality and convenience, ITC’s enlarged frozen food portfolio in all the popular cuisine segments is well placed to serve these evolving preferences.
ITC has also sharpened its focus on premiumisation as also value-added adjacencies, in line with evolving trends. Fiama, for example, launched premium Moisturising Bars with Japanese Hokkaido Milk, offering non-sticky nourished skin and mood uplifting fragrances. A range of Super Premium Cookies under ‘Sunfeast Baked Creations’ was launched with exotic ingredients to leverage the advent of emerging niche spaces in the Quick-commerce channel. Mangaldeep Scent introduced new offerings in premium dry dhoop sticks and cones, delivering ‘perfume-like’ experiences. Several of ITC’s mega brands addressed value-added adjacencies with innovative solutions. Aashirvaad Besan, for instance, offers a distinct value proposition of unique lump-free batter, specially made with Chana Dal sourced from specific regions and manufactured with advanced technologies that ensure uniform granulation and natural aroma retention.
