Diversified conglomerate ITC Ltd is sharpening its focus on protein-rich foods as it seeks to capitalize on the rapidly expanding health and wellness segment in India.
The company is rolling out a range of protein-focused products across categories, leveraging consumer insights, innovation, and traceable sourcing to build a differentiated portfolio, said Hemant Malik, Executive Director and CEO of ITC’s Foods business.
“Health is one of the fastest-growing segments, and we are closely tracking evolving consumer needs in this space,” Malik said, adding that ITC aims to democratize protein consumption by making such products affordable and accessible to a wider consumer base.
As part of this strategy, ITC is expanding its offerings across key brands, including Aashirvaad, Sunfeast, and Yoga Bar.
Under Aashirvaad, the company has introduced high-protein atta, while Yoga Bar now features an extended portfolio spanning protein bars, oats, snacks, and ready-to-drink shakes. In the Sunfeast portfolio, ITC has launched fortified products such as a breakfast smoothie containing 6 grams of protein, equivalent to that in a boiled egg.
Going forward, the company plans to introduce new formats, including high-protein chips and plant-based protein shakes, targeting different consumer cohorts with convenient, everyday nutrition solutions.
Malik highlighted that protein remains a critical dietary component, noting that unlike fats and carbohydrates, the human body does not store protein, making regular intake essential for muscle maintenance and tissue repair.
ITC is already witnessing strong consumer traction for its “better-for-you” offerings that combine nutrition with taste and quality. The company expects this segment—including its protein portfolio—to contribute significantly to future growth.
Health and wellness have emerged as a key strategic pillar for ITC, with a broader focus on “democratizing nutrition” through its R&D capabilities and diversified product innovation.
ITC’s packaged foods business, which houses brands such as Aashirvaad, Sunfeast, Bingo! Yippee! B Natural and ITC Master Chef continue to be among the fastest-growing segments within its FMCG portfolio.