ITC plans to upgrade online store as it competes with giants FMCG and D2C brands to gain online shoppers

ITC Ltd plans to launch a personalization feature on the ITC online store, the Calcutta-based conglomerate’s direct-to-consumer (D2C) platform launched last year to track the increase in online shopping during the pandemic. of COVID-19.

The cigarette maker is in the early stages of testing how well the feature works, which could be rolled out in the next six months. It will be launched with Aashirwaad Atta, one of ITC’s best-selling products.

The feature basically allows consumers to choose the type of flour they want and allows them to vary the proportions. For example, if a consumer wants their flour to be ground a bit “coarsely” or wants to have multigrain flour with more ragi, this feature will allow that. The personalized attack will then be delivered to their door.

“During my childhood years I was asked to get wheat flour from the local vendor, my mother gave me specific instructions on how she preferred the wheat flour mixture. India has grown to consume attack in a personalized way, which best matches the taste preferences of their respective households “, Shuvadip Banerjee, Vice President, Marketing Services, Food Division, ITC Ltd., recount Your story on a call.

“At ITC, our constant effort is to animate these age-old practices through our offerings where appropriate,” said Shuvadip.

ITC first piloted its e-commerce store, among its employees, in 2019 and then launched the store in October 2020. The company has partnered with the Dunzo micro-delivery platform and the Bigbasket grocer (now acquired by Tata Digital), among other things to provide sanitizers and other groceries. essential. The company also launched over 120 new SKUs in FY21.

The conglomerate’s e-commerce consumer goods sales doubled in the quarter ended March 31, 2021, reaching nearly 5% as retail channels remained under pressure.

Target customers online

In 2020, consumers’ buying habits have changed dramatically. Many could not leave their homes due to strict restrictions, which required them to shop through online channels. Having a strong digital presence was no longer a choice.

It was a necessity.

Online shoppers have started to discover new brands, which has benefited many D2C startups. Sugar Cosmetics, a Mumbai-based cosmetics brand founded in 2015, recorded its highest sales in November 2020, while baby and mother care brand MamaEarth reached a valuation of $ 300 million after reaching a rate turnover of Rs 700 crore.

Fast-moving consumer goods giants Hindustan Unilever, Tata Consumer Pvt Ltd (TCPL) and Marico, among others, also began to focus heavily on online channels as the big FMCGs competed with D2C brands to win awards. home consumers while changing buying behavior.

TCPL’s new Managing Director and CEO Sunil D’souza converted the NutriKorner “knowledge platform” into an online shopping site and started deliveries to two cities. The company has also launched the premium coffee brand Sonnet to attract customers online and plans to launch many more products for digital shoppers in the coming months.

Marico, meanwhile, has acquired D2C brands in different categories, the latest being his acquisition of 60 percent stake in Apcos Naturals, owner of Ayurvedic beauty brand Just Herbs.

Edited by Teja Lele Desai


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