ITC is intensifying its push to emerge as a leader in India’s fast-moving consumer goods (FMCG) market, with portfolio expansion, premiumisation and investments in emerging categories forming the core of its long-term growth strategy.

Speaking in an interview with CNBC-TV18, Chairman and Managing Director Sanjiv Puri said the company is building a broad and future-ready FMCG portfolio while continuing to scale its established brands.

“We aim to be the largest FMCG player, and that is why we are building our portfolio in this manner,” Puri said.

ITC’s FMCG business has expanded significantly over the years, growing from around ₹10,000 crore to nearly ₹22,000 crore. According to Puri, the next phase of growth will come from category expansion, adjacent product opportunities and evolving consumer preferences across urban and emerging markets.

Premiumisation and Health Trends Shape Growth Strategy

Puri said India’s consumption landscape is changing rapidly, creating opportunities in premium, specialised and health-oriented product categories. “Bharat is aspirational—there is demand for premium, specialised, and health-oriented products, but with taste,” he said.

The company believes these shifts are opening up scalable opportunities even within niche categories. Puri noted that new-age distribution channels are helping brands reach highly targeted consumer groups more effectively than before. “Even niche segments in India can be large,” he added.

ITC has steadily expanded its FMCG presence through both organic brand building and acquisitions. Alongside established brands such as Aashirvaad and Sunfeast, the company has strengthened its presence in health-focused and premium categories through acquisitions including Yogabar, Mother Sparsh, 24 Mantra and Prasuma.

According to Puri, some of these emerging brands are already gaining meaningful scale. He said Yogabar and Prasuma together have achieved a combined run rate of about ₹1,300 crore and recorded strong growth last year.

Investments Across Innovation and Supply Chain

ITC is also increasing investments in research and development, innovation, supply chain infrastructure and digital capabilities to support its FMCG ambitions. Premiumisation remains a key focus area as the company looks to improve margins while catering to changing consumer preferences.

While Puri did not provide a timeline for ITC’s market leadership ambitions, he expressed confidence in the company’s progress. “From taking baby steps 20 years ago to reaching ₹22,000 crore in FMCG today is already significant progress… given what we’ve achieved, I am confident we will get there,” he said.

With India’s FMCG market expected to continue expanding, ITC is positioning itself around scale, premium offerings and category diversification to strengthen its competitive standing.

Market Research Outlook Analysis

ITC’s sharper focus on premiumisation and category expansion reflects the broader transformation underway in India’s FMCG market, where consumers are increasingly seeking health-focused, specialised and premium products. The strategy also signals rising competitive pressure on legacy FMCG players and D2C brands as established companies accelerate acquisitions and portfolio diversification.

The company’s continued investments in innovation, digital infrastructure and supply chain capabilities indicate a long-term approach to building scale in emerging consumer categories. The FMCG sector is steadily moving toward premium, personalised and niche-driven consumption models backed by omnichannel distribution.

For deeper insights or customised research on this segment, connect with our team.

Source: ITC Limited