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ITC Foods’ Right Shift clocks 300 pc growth, plans quarterly format launches to expand 40-plus nutrition portfolio

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ITC Foods’ Right Shift clocks 300 pc growth, plans quarterly format launches to expand 40-plus nutrition portfolio

ITC Foods’ Right Shift clocks 300 pc growth, plans quarterly format launches to expand 40-plus nutrition portfolio

The launch of Right Shift by ITC Foods marks a significant step toward catering to health-conscious consumers aged 40 and above. With reported growth nearing 300% since its inception, the brand is positioned to introduce new offerings on a quarterly basis. Presently, Right Shift boasts 15 SKUs in five different formats that align with traditional food choices, while also pursuing broader distribution through modern retail.

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ITC Foods ’ Right Shift , its nutrition-focused brand targeting consumers aged 40 and above, has grown nearly 300 per cent this year and is preparing to widen its portfolio with plans to introduce a new product format approximately every quarter, as it looks to build a one-stop solution for the evolving health and nutrition needs of the cohort.

The brand, launched in 2024, has reached over 1 million households and currently offers 15 SKUs across five formats, including cookies, atta, millet-based namkeens and grains, and date bites. The company is also evaluating expansion beyond its e-commerce-led distribution model, with initial experiments underway in modern trade and other large-format retail outlets.

“We have grown by almost 300 per cent compared to what we had done last year. We have surpassed the target that we had set for ourselves for the first six months of this year. All metrics give us the confidence that we need to invest,” Ali Harris Shere , Business Unit Chief Executive, Snack Foods and Beverages Business, ITC Foods, told ETRetail.


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