ITC strengthens FMCG portfolio

ITC launches NimWash vegetable & fruit wash

ITC strengthens FMCG portfolio with NimWash vegetable and fruit wash amid COVID-19

With India facing an unprecedented crisis due to COVID-19 and consumers following hygienic lifestyles strictly, companies are making efforts to address the growing demand for these hygiene products, including food. In line with this, India-based fast-moving consumer goods (FMCG) giant ITC has launched 100% natural NimWash vegetable and fruit wash with neem and citrus fruit extracts to strengthen its FMCG portfolio, says GlobalData, a leading data, and analytics company.

According to GlobalData’s COVID-19 Consumer tracker, 44% of Indian consumers are buying fresh fruits and vegetables more than before in Week 9 (19-31 May 2020). Data also reveals that 48% of Indian consumers are buying household cleaning products and 47% prefer buying personal care products more than before. Additionally, the percentage of consumers being influenced by health and well being has increased from 73% during week 1 (25-30 March 2020) to 89% in week 9.

Shagun Sachdeva, Consumer Insights Analyst at GlobalData says, “ITC seems to be consistent with its disruptive strategy by launching a wide range of products and collaborating with the right service partners in the fight against the COVID-19. The strategic move is in line with ITC’s strategy to solidify its market share as it recently acquired 100% stake in Sunrise Foods, collaborated with Amway India to launch the first of its kind immunity offering ‘B Natural+’ fruit beverage and teamed up with Swiggy to provide responsible dining experience.”

The key feature of NimWash is the natural claim that can make it unique among its rivals and grab the attention of consumers, who are looking for products with natural ingredients. Sachdeva adds, “With the COVID-19 cases increasing in India, FMCG companies are ramping up production, retooling their portfolios or doubling their distribution efforts to ensure the availability of hygiene products to meet the massive spike in demand. Household goods and personal hygiene seems to be the winners from the pandemic, with widespread lockdowns and cleanliness concerns driving short-term and medium to a long-term spike in the sector. Companies have realized this and have been running strategic campaigns to create awareness for hygiene.”

Along with Marico and ITC, other FMCG companies such as Dabur, Godrej Emami, and Pantanjali have also expanded their portfolio to include health and hygiene products. Most of these companies began with the launch of hand sanitizers, such as ITC Salvon’s hand sanitizer and disinfectant, Dabur Sanitize, and Emami BoroPlus sanitizer. These companies now plan to expand their portfolio by exploring newer categories such as floor and surface cleaners, disinfectant sprays, and immunity building products. Not only the established brands, but retailers are also betting big on private labels.

Sachdeva concludes, “Overall, the consumer sense of health and hygiene would make it possible for NimWash to grow in the Indian market. In India, fruits and vegetable wash segment is still in the nascent stage. With few smaller players in the market, companies such as Marico and ITC are best placed to take early mover advantage.”

The Covid-19 pandemic led to the country-wide lockdown on 25 March 2020. It will be two years tomorrow as I write this. What have we learned in this time? Maybe the meaning of resilience since small companies like us have had to rely on our resources and the forbearance of our employees as we have struggled to produce our trade platforms.

The print and packaging industries have been fortunate, although the commercial printing industry is still to recover. We have learned more about the digital transformation that affects commercial printing and packaging. Ultimately digital will help print grow in a country where we are still far behind in our paper and print consumption and where digital is a leapfrog technology that will only increase the demand for print in the foreseeable future.

Web analytics show that we now have readership in North America and Europe amongst the 90 countries where our five platforms reach. Our traffic which more than doubled in 2020, has at times gone up by another 50% in 2021. And advertising which had fallen to pieces in 2020 and 2021, has started its return since January 2022.

As the economy approaches real growth with unevenness and shortages a given, we are looking forward to the PrintPack India exhibition in Greater Noida. We are again appointed to produce the Show Daily on all five days of the show from 26 to 30 May 2022.

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