ITC Ltd is strengthening its presence in the nutrition and wellness segment by expanding its portfolio of protein- and fibre-rich products, as the company seeks to tap rising demand from health-conscious consumers, first-time packaged food buyers and emerging lifestyle trends.
Speaking about evolving consumption patterns, ITC Chairman and Managing Director Sanjiv Puri said India presents a dual opportunity, with growing demand for functional foods among affluent consumers while a large segment of the population still faces nutritional gaps.
“India remains a heavily under-penetrated market with low per capita consumption. On one hand, there are consumers seeking offerings linked to GLP-related lifestyles, while on the other hand there are people who do not have enough. Therefore, the opportunity exists on both sides,” Puri said.
The strategy comes amid increasing interest in high-protein diets and wellness-focused foods, especially among consumers using GLP-1 weight-management drugs, which typically require higher protein intake to preserve muscle mass during weight loss.
Puri noted that India continues to remain a protein-deficient market and said ITC intends to strengthen its existing portfolio of nutrition-focused products. The company already offers products including high-protein atta, soya chunks and protein shakes and plans further expansion in this category.
The Kolkata-headquartered conglomerate, which owns brands such as Aashirvaad, Sunfeast, Bingo and Yoga Bar, is increasingly directing its FMCG strategy toward health, wellness and specialised nutrition products designed for varied consumer groups ranging from Gen Z and Gen Alpha to older consumers.
The nutrition push forms part of ITC’s broader transformation journey as it expands beyond its traditional tobacco business into packaged foods, personal care, hospitality, agriculture, paperboards and technology services.
While cigarettes contributed nearly 41% of ITC’s net turnover in FY26, the segment accounted for around 82% of the company’s EBITDA, underlining its continued role in supporting growth investments across other businesses.
Puri reiterated ITC’s long-term ambition of emerging as India’s leading FMCG player independent of cigarettes, emphasizing that sustained investments in innovation, supply chains, brands and distribution will remain critical.
The company is backing its growth ambitions with planned capital expenditure of approximately Rs 20,000 crore over the medium term across business segments including hotels, manufacturing and consumer products.
ITC is also expanding newer growth engines such as fresh foods, a business that Puri said has been growing close to 100% annually since inception. The company currently operates 70 kitchens across five cities and is preparing for expansion into northern India through a new central kitchen facility.
Exports are emerging as another focus area, with group exports more than doubling over the last six years and FMCG exports recording a three-year compound annual growth rate of 32%, driven by expanding global distribution and brands such as 24 Mantra.
Puri also indicated confidence in India’s consumer demand environment, stating that despite global uncertainties and inflationary pressures, there are currently no visible signs of a major slowdown in consumption trends.