ITC bets on taste-plus-nutrition with protein Atta, drinks and Coconut Cola
Foods CEO Hemant Malik outlines a product push spanning High Protein Aashirvaad Atta, upcoming protein drinks and B Natural Coconut Cola. ITC flags rising premiumisation across rural and urban India, while watching edible oil inflation as a key monitorable.
ITC's foods CEO Hemant Malik outlines focus on taste-plus-nutrition products, citing High Protein Aashirvaad Atta, upcoming protein drinks, and B Natural Coconut Cola. Flags rising premiumisation in rural and urban India, and edible oil inflation as a monitorable.
Why this matters
Extends ITC's premiumisation and healthy-product strategy for H2 FY26 demand, following its clean-label snacking and advanced packaging bets, now pushing protein-led staples and functional drinks.
Retail-brand theme accelerating at +313300% QoQ.