Bollywood actress Shilpa Shetty and Hemat Malik, divisional chief executive, ITC food division, at the launch event of ITC’s B Natural pomegranate juice. (Photographer: Vijay Sartape/BloombergQuint)

ITC Looks To Boost Market Share In Juices

ITC Ltd., which ventured into the Rs 2,500-crore juices market two years ago, plans to increase its share to 12 percent from 7 percent over the next 18-24 months.

The fast moving consumer goods (FMCG) company which sells juices under the B Natural brand and is the third largest juice maker, will add more variants over the next two to three months, it said in an interview to BloombergQuint. Dabur is the number one player in the category with its Real and Real Activ brands, followed by PepsiCo India’s Tropicana in the second position.

The cigarettes-to-hotels conglomerate is also working on strengthening its supply chain before taking its Pure Cow’s ghee across the country. ITC has launched the ghee brand only in Kerala, Karnataka and Tamil Nadu.

We are (improving) our supply chain to make sure we will be able to get sufficient quantity of cow’s ghee and then we will be taking it across (the country).
Hemant Malik, Divisional Chief Executive - Foods Division, ITC 

The company may increase prices of its food products on account of rising commodity prices. Any price hikes will depend on inflation, Malik said.