New Delhi: ITC, the diversified Indian conglomerate, has officially launched its new nutrition brand, ‘Right Shift’. Tailored specifically for consumers aged 40 and above, Right Shift aims to cater to the growing demand for health-focused products among the mature population.
The brand’s initial product range includes a variety of nutritious offerings, such as oats with millets, jaggery cookies, roasted namkeens, and multigrain flavors. These products are designed to provide dense nutrition and support the health goals of older individuals.
Hemant Malik, divisional chief executive-foods at ITC, highlighted the significance of this launch in a LinkedIn post. He emphasized the growing need for suitable health products among the 45+ age group and expressed ITC’s commitment to addressing this market gap.
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The introduction of Right Shift is a strategic move for ITC, as it aligns with the company’s expanding focus on the health and nutrition segment. In the past year, ITC has introduced nearly 100 new products, many of which are targeted at health-conscious consumers.
ITC’s foray into the healthy food market began in 2019 with the launch of baked chips under the Bingo brand. Since then, the company has been actively expanding its range of healthier alternatives across its food brands, with a particular emphasis on millet-based offerings.
The launch of Right Shift marks a significant step forward for ITC in its efforts to provide consumers with nutritious and delicious products that support their overall well-being.
