Mumbai: At its 113th Annual General Meeting, ITC Limited announced the launch of its latest wellness-focused brand, ‘Pranah’, marking its entry into the aromatherapy space. The new offering strengthens ITC’s growing wellness portfolio and aligns with evolving consumer preferences for holistic health experiences.
“Today, consumers are also seeking new therapeutic experiences, as part of their holistic wellness pursuits. To address this, ITC launched ‘Pranah’, a range of incense sticks, cones and scented candles, built on the core promise of ‘Earth Inspired Aromatherapy’ that harmonises the planet’s natural elements with scientific wellness,” said Chairman Sanjiv Puri in his AGM address.
Reinforcing its innovation-led growth strategy, ITC introduced over 100 new, differentiated and superior products in FY25. These were developed around key consumer vectors such as Health & Nutrition, Hygiene, Naturals, Protection & Care, Convenience, and On-the-Go.
“It is our firm belief that Indian brands must adorn the global stage and towards that, establish an enduring legacy in Bharat first, before making an impact overseas,” Puri emphasised.
In a first-to-market initiative, ITC launched ‘Right Shift’, a range of nutrition-dense products tailored for the 40+ demographic. Designed with clinically-proven natural ingredients and proprietary formulations developed at ITC’s Life Sciences and Technology Centre (LSTC), the brand aims to enable healthier lifestyles for discerning, health-conscious consumers.
The company also expanded its presence in the fast-growing frozen foods category. The ITC Master Chef range now includes over 80 products spanning Indian and Western snacks, Indian breads, prawns, and vegetables — all freshly frozen without added preservatives. The momentum was further accelerated through the acquisition of Prasuma, a pioneer in Pan-Asian frozen foods, now offering 170+ SKUs across 100+ cities.
“With the rise of nuclear families, that seek both quality and convenience, ITC’s enlarged frozen food portfolio in all the popular cuisine segments is well placed to serve these evolving preferences,” Puri noted.
As part of its premiumisation strategy, ITC introduced Fiama Moisturising Bars with Japanese Hokkaido Milk, offering non-sticky nourishment with mood-enhancing fragrances. In the baked goods segment, Sunfeast Baked Creations debuted super premium cookies with exotic ingredients tailored to the quick-commerce market. The Mangaldeep Scent line expanded into premium dry dhoop sticks and cones, delivering “perfume-like” experiences.
ITC’s Aashirvaad Besan continued to leverage innovation in value-added adjacencies, offering consumers a lump-free batter experience made from regionally sourced Chana Dal, processed with advanced technology to retain its natural aroma and ensure uniform granulation.
