ITC Ltd has entered into a strategic partnership with direct selling company Amway India for distributing its new immunity beverage. As part of this, ITC today introduced ”B Natural+” range of fruit juices, which would be distributed exclusively by Amway using its direct selling network for a limited period of time. It is expected that going forward, in the next couple of months, more such products would be jointly introduced by the companies in the market.

What this means:

This move is the first time ever that ITC is partnering with a direct selling Company to sell its isolated product range. With this move, the Company is leaving no stones unturned to stay relevant and to compete with rivals like Dabur, Coca Cola and PepsiCo in the breakfast market. ITC is sensing a good potential in the health and immunity-boosting space during the pandemic and hopes to make the most of it. With heightened awareness about health and self-care being the motto during this lockdown period, categories like health supplements, chyawanprash, health bars etc have registered double-digit growth and sale of immunity-boosting foods have shot up by an estimated 20-40%.  With the move, it seems ITC is hoping to leverage on this growth to further their business and improve penetration in this growing market.