Big Food Bets on Clean Eating
With its ₹472.5 crore buyout of 24 Mantra Organic, ITC just planted a bold flag in India’s booming organic space. The move signals a serious pivot toward health-conscious consumers who are ditching processed foods for cleaner staples. This isn’t just a deal—it’s a bet on how India will eat in the next decade. Think beyond snacks—this is about owning the organic grocery basket.
2. “ITC’s ₹472 Cr Acquisition of 24 Mantra: A Power Move in the Organic Staples War”
From Cigarettes to Conscious Consumption
ITC’s journey from tobacco to turmeric just got a major upgrade. With the acquisition of 24 Mantra Organic, ITC is aiming to dominate a high-growth, high-trust segment that appeals to urban, upwardly mobile consumers. The deal helps ITC diversify its FMCG portfolio while leveraging its deep distribution network. The message is clear: mass brands are going premium, and organic is no longer niche.
3. “Why ITC’s 24 Mantra Buy Could Be a Wake-Up Call for Big FMCG Players”
The New Frontier: Organic Staples
While competitors chase beauty, snacking, and beverages, ITC just took the fight to the kitchen shelf—organic pulses, grains, and oils. With 24 Mantra’s strong brand equity and ITC’s scale, this acquisition could set off a fresh round of consolidation in India’s clean food segment. If you’re a D2C brand or FMCG investor, this is the signal to pay attention to staples—because the margins and loyalty here are real.
4. “What ITC’s Organic Food Push Means for Indian Farmers and Health-Conscious Consumers”
Farm-to-Fork Goes Mainstream
ITC entering the organic food market isn’t just about retail—it’s about reshaping supply chains. 24 Mantra already works with thousands of organic farmers. Now, with ITC’s backing, these networks can scale, improve incomes, and reduce chemical farming dependency. For consumers, it means better access, pricing, and awareness. This acquisition could help make organic food less elite—and more everyday.
5. “ITC Just Bought 24 Mantra—Here’s How It Fits Into Their Bigger FMCG Puzzle”
One Brand, Many Possibilities
ITC’s acquisition of 24 Mantra Organic isn’t a standalone story—it’s a strategic puzzle piece. As ITC aims to hit ₹1 lakh crore in FMCG revenue, adding a trusted organic staple brand helps plug a gap in their portfolio. It complements ITC’s Aashirvaad and Nimyle brands, deepens its “natural” credentials, and could even open doors to global organic exports. The synergy is real—and this move may just set the tone for ITC’s next growth phase.