ITC is sharply focusing on addressing emerging needs of consumers as they are increasingly seeking products that combine taste with health and nutrition in the packaged food space. The company is also betting big on rise of premiumisation and super premiumisation in the country not just in urban but also in rural regions.Speaking at the sidelines of a FICCI event, Hemant Malik, ED & CEO of foods division at ITC said, “ Consumers are looking for health and taste and we have a wide portfolio that addresses these evolving needs. We have a range of nutrition dense offerings under several brands. In the staples space there has been a lot of discussions on protein so we introduced High Protein Atta under ‘Aashirvaad’. Very soon we will be also launching protein drinks among other products. We have also just launched Coconut Cola under B Natural.” He also pointed out that products under the ‘Right Shift’ brand are postioned to address the nutritional needs of consumers aged over 40.”He also pointed out that there is growing shift in consumption patterns towards premium and super-premium products not just in urban markets but also in rural markets. “When we do some store-level checks, we find that the portfolio of products available in rural is fairly similar to urban. Consumers are looking for premium products and it is not just in urban India even in rural India premium and even super premium products are growing. The consumer is no longer buying just because of price. They understand quality, they understand the reason to purchase, and that is an opportunity for manufacturers and brand people to really think and understand the consumer,” said Malik, who is the Chair of FICCI Food Processing Committee.Responding to a query on the outlook, he said commodity inflation remains a key monitorable especially in terms of edible oils. “Prices still remain on the higher side, and with Hormuz trade again being closed, we will have to see what happens. That is one stress point from a commodity perspective,” Malik added.He also said the industry is monitoring the potential impact of El Nino and weather-related developments, though the improvement in monsoon conditions during July is encouraging.Published on July 16, 2026