ITC Crafts Strategies for New-Age Channels

FMCG giant develops business plans for online and quick-commerce

- Suneera Tandon

Packaged consumer goods company ITC Ltd has stepped up measures to develop channel-specific strategies as "new-gen" sales channels like e-commerce and quick commerce gain popularity, offering consumer convenience but also increasing trade complexity.

ITC has executed joint business plans with major quick commerce and e-commerce platforms. It also deployed tailored market and outlet-specific strategies to capitalize on the growth from these channels, as stated in the company's annual report released Friday.

"The rapid growth of modern trade, e-commerce and quick-commerce channels, coupled with the emergence of several new players, has necessitated the deployment of tailored market and outlet-specific strategies to seize the emerging opportunities," the company said.