ITC launches 'Right Shift' products empowering consumers aged 40 and above

In July, ITC, a diversified conglomerate, announced plans to launch a new nutrition brand called Right Shift, specifically targeting consumers aged 40 and above with a focus on nutrient-rich products. Chairman and Managing Director Sanjiv Puri stated that the launch would occur within a week to ten days. On August 26, the brand officially introduced its product range, as reported by the Times of India.

Right Shift is introducing a line of healthy food products, including upma, oats, cookies, and atta, all made from natural ingredients. The company aims to reach nearly 10 million households and has plans to expand this offering into other food categories in the future.

Experts predict that by 2050, 40% of India’s population will be aged 45 and older. As people age, they experience changes in their bodies that prompt them to make more conscious food choices, though many are unsure of the best options. This demographic is willing to spend, with food making up a significant portion of their discretionary budget. "They are actively discussing and debating what foods they should incorporate into their diets to stay healthy and active," said Hemant Malik, executive director at ITC, in an interview with TOI.

FMCG brands are increasingly seeking to identify untapped market opportunities and capture a larger share of consumer spending. "We aim to grow our market share across various categories through a strong portfolio strategy and innovation in multiple segments. Creating meaningful differentiations within our product lines to address the evolving needs of different consumer groups will be essential for achieving this," added Malik.