At the 2025 Annual General Meeting, ITC Chairman Sanjiv Puri outlined a decisive growth roadmap anchored in wellness, nutrition, hygiene, and convenience—categories he described as “core to the new-age consumer.”
Detailing the conglomerate’s multi-pronged strategy, Puri announced a wave of product innovations, category expansions, and brand repositioning efforts aimed at addressing modern lifestyle needs. Among the key announcements was the launch of Pranah, a premium range of incense sticks, cones, and scented candles. Marketed under the concept of Earth Inspired Aromatherapy, the range integrates natural elements with scientific wellness principles, tapping into the rising demand for holistic, home-based wellness rituals.
“Consumers are no longer looking at products in silos—they seek integrated experiences that are natural, functional, and convenient,” Puri said.
Nutrition and Age-Specific Wellness
In a notable shift toward demographic-specific offerings, ITC introduced Right Shift—a dedicated brand for consumers over the age of 40. The range includes clinically validated nutrition products designed at the company’s Life Sciences and Technology Centre. With proprietary formulations and natural ingredients, the products support an active lifestyle for mature consumers seeking preventive health solutions.
Frozen Foods and Convenience on the Rise
ITC continues to deepen its play in the frozen food category. Its ITC Master Chef portfolio has crossed 80 SKUs, spanning Indian and global snacks, parathas, prawns, and vegetables. These preservative-free, flash-frozen products target urban consumers seeking quick, high-quality meals. The company further bolstered its presence with the acquisition of Prasuma, a well-established brand known for Pan Asian frozen foods available across over 100 Indian cities.
“This acquisition aligns with the changing food habits of nuclear families and on-the-go consumers,” Puri stated.
Premiumisation Drives FMCG Push
Premiumisation remains a central lever in ITC’s FMCG strategy. The Fiama range introduced moisturizing bars infused with Japanese Hokkaido Milk—positioned as a skin-nourishing, mood-enhancing product. Meanwhile, Sunfeast Baked Creations scaled up its super-premium cookies line with exotic ingredients to tap into niche segments within the fast-growing quick-commerce ecosystem. In the home fragrance segment, Mangaldeep Scent launched upscale dhoop sticks and cones offering rich, perfume-like olfactory profiles.
Innovation Across Core Brands
Legacy brands also saw meaningful upgrades. Aashirvaad Besan rolled out a first-of-its-kind lump-free batter using chana dal from select sourcing zones, processed through proprietary technology to retain texture and aroma. These moves, Puri noted, represent the company’s commitment to driving innovation even in commoditised categories.
Looking Ahead
With over 100 new products launched last year alone, Puri reinforced ITC’s stance on building a strong domestic base before accelerating global expansion. From scientifically backed nutrition to indulgent personal care and culturally relevant home fragrances, the strategy reflects a clear pivot towards differentiated, value-added offerings.
“ITC’s growth will be driven by innovation, premiumisation, and strategic acquisitions. Our focus is not just on what consumers need today—but what they will aspire to tomorrow,” Puri concluded.
