Chairman Sanjiv Puri says premiumisation, Gen Z consumers and quick commerce are reshaping demand as ITC uses artificial intelligence-led consumer insights to develop targeted products
ITC is reshaping its fast-moving consumer goods (FMCG) strategy around what Chairman and Managing Director Sanjiv Puri described as the “maximiser consumer”, using artificial intelligence (AI)-led consumer insights and targeted product development to tap an addressable market that the company estimates could reach around Rs 8 trillion by 2035.
Speaking at ITC’s 2026 Annual General Meeting, Puri said the Indian FMCG market is being driven by the rise of Aspirational Bharat, premiumisation, Gen Z and Gen Alpha consumers, wider digital access and the expansion of quick commerce. According to him, these trends are changing consumer expectations across product categories and sales channels.
Consumer Trends Evolve
“The Indian FMCG market is poised for significant expansion, with your Company’s addressable market estimated at around Rs 8 trillion by 2035, pointing to the immense headroom to grow,” said ITC Chairman and Managing Director Sanjiv Puri.
He said today’s “maximiser consumer” simultaneously seeks “taste and nutrition, convenience and trust, indulgence and wellness, value as well as premium experiences”, prompting the company to refine its product development strategy.
Puri said ITC is relying on an AI-led consumer insight ecosystem to undertake targeted micro-segmentation based on life stages, lifestyles, health needs, consumption occasions, channels and shelf-life requirements. He said the approach is intended to support product development while expanding the company’s portfolio across multiple consumer segments.
The company has also expanded through acquisitions in emerging consumer categories. According to Puri, these businesses are generating an annual recurring revenue (ARR) of around Rs 1,350 crore and are being integrated with ITC’s wider distribution and supply chain network.
Wellness Portfolio Expands
Puri said nutrition and wellness remain important focus areas for the FMCG business. Under its ‘Help India Eat Better’ initiative, ITC is expanding products aimed at addressing protein, fibre, micronutrient and gut health requirements across different consumer groups.
The portfolio includes Yoga Bar protein products, Sunfeast Breakfast protein-rich shakes, Aashirvaad Protein Atta, the Right Shift range for consumers aged above 40 years, alongside millet flour, multigrain flour and high-fibre breakfast cereals. The company is also expanding its personal care portfolio through brands such as Nimyle, Savlon and Mother Sparsh.
Puri said innovation across these businesses is supported by ITC’s Life Sciences and Technology Centre, which employs more than 400 scientists working across agriculture, food, personal care and paper businesses. He said the centre’s research spans the entire value chain, from “seed to fork” and “tree to paper”.
