ITC Limited is an Indian multinational conglomerate. Recently, it has partnered with Amway to produce a new fruit beverage under the brand label “B Natural”. The new brand produces two fruit flavored juices each at 130 Indian Rupees a litre. These were developed by ITC’s Life Sciences & Technology Centre.
The range will be retailed through Amway’s network of direct sellers or entrepreneurs. These also sell the American company’s range of Nutrilite health supplements in India. Brands such as Yippee! Noodles, Bingo! Chips and Sunfeast biscuits will influence the wide FMCG distribution network. It is believed that the company will be profitable. The COVID-19 Pandemic has heavily increased demand in health and hygiene products. Consumers around the world worry more about their immunity. Hence, the juice brand will likely be in high demand. “A clinically proven ingredient used in the new range of juices that helps build immunity was tested. A double-blind placebo controlled clinical study was conducted. Keeping in mind all the guidelines by ICMR the study registers in CTRI,” ITC said.
“Both the companies are coming together. Co- creating products in the health, wellness and immunity space. Addressing the anticipated demand in the future.” Anshu Budhraja, CEO, Amway India Enterprises stated.
