ITC is intensifying its focus on protein-rich foods as it looks to capitalise on the rapidly growing health and wellness segment. With evolving consumer preferences and rising awareness around nutrition, the company is building a diversified portfolio of accessible, everyday protein options.
Led by insights and innovation, ITC is expanding offerings across key brands such as Aashirvaad, Yoga Bar, and Sunfeast. These include high-protein atta, protein bars, oats, ready-to-drink shakes, and fortified breakfast smoothies. The company is also gearing up to launch new formats like high-protein chips and plant-based protein beverages, catering to diverse consumer needs.
A core part of ITC’s strategy is making protein consumption simple and affordable. By integrating protein into daily staples and familiar formats, the brand aims to encourage consistent intake across meals. This aligns with its broader goal of “democratising nutrition” through research-driven product development and scalable innovation.
The company is already witnessing strong traction in its “better-for-you” portfolio, with protein-led products expected to play a significant role in future growth. ITC’s approach combines traceable sourcing, consumer-centric design, and category expansion to build a differentiated presence in the space.
As health consciousness rises across India, ITC is positioning itself at the intersection of convenience, affordability, and nutrition-turning protein from a niche focus into a daily essential for the modern consumer.
