ITC Limited is accelerating its push into protein-rich foods as part of its broader strategy to tap into the rapidly growing health and wellness segment.
Hemant Malik, Executive Director and CEO of ITC’s foods business, said the company is strengthening its protein play by building a differentiated portfolio rooted in consumer insights, innovation, and traceable sourcing.
With shifting dietary preferences, ITC expects its health-focused offerings—particularly protein-based products—to play a key role in driving future growth. The company is also focused on making protein more accessible through affordable, everyday formats that can be easily integrated into daily diets.
ITC is expanding its protein portfolio across brands such as Aashirvaad, Right Shift, and Yoga Bar. Recent innovations include high-protein atta under Aashirvaad, while Yoga Bar offers a range spanning protein bars, snacks, oats, and ready-to-drink shakes. The company has also extended Sunfeast into the segment with a fortified breakfast smoothie containing 6 grams of protein.
Looking ahead, ITC plans to further expand its portfolio with products such as high-protein chips and plant-protein shakes, targeting diverse consumer cohorts.
Malik emphasised the importance of regular protein intake, noting that unlike other nutrients, protein is not stored in the body and must be consumed consistently to support muscle maintenance and tissue repair.
With growing traction in its “better-for-you” portfolio, ITC expects protein-led offerings to contribute more significantly to its growth, supported by continued R&D and a focus on democratising nutrition.
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