The company will introduce apples by the next quarter under the new Farmland brand
FMCG major ITC on Thursday marked its debut into the fresh fruits and vegetables segment with its new brand, Farmland.
The company introduced four variants of potatoes, which will be available in Delhi from this week, and soon introduce them in other metro markets.
Besides, the company will introduce apples by the next quarter under the new Farmland brand. "We are introducing potatoes in Delhi. It would be available in seven metros in the next 12 months," said S Sivakumar, ITC Group Head Agri Business and IT.
Farmland potatoes will be sold through neighbourhood stores, organised retail and e-commerce platforms.
In the first phase, the company will target metro markets and its products will be sold at 10-15 per cent premium over local prices.
"The total potato market in India is valued around Rs 70,000 crore in which consumption from the metro markets is around Rs 5,000 crore," he added.
The four introductory Farmland potatoes are of naturally low sugar potatoes, potatoes with natural antioxidants, baby potatoes for special dishes and French fry potatoes.
The tobacco to fast moving consumer goods (FMCG) major had been test-marketing internally developed unique potato varieties in select few markets for the past few months. Post an encouraging response, the company has decided to introduce the potatoes in the coming months, said top company executives.
While ITC has been operating in the seafood space with a fair amount of exports, the company earlier this year launched 'super safe' prawns – tested for over 230 potential pesticides and contaminates – under the brand ITC Master Chef.
The company is also working on creating health and wellness related products using soy protein isolate. According to S Sivakumar, group head – agri and IT businesses, ITC, it (soy protein isolate) could be a dedicated offering or as an ingredient in a health/wellness product. The company has also acquired a 110-acre farm to grow medicinal and aromatic plants in Bhopal.
){kind=small}
){kind=small}
){kind=small}
){kind=small}
){kind=small}
){kind=small}
){kind=small}
){kind=small}
){kind=small}
){kind=small}
){kind=small}
){kind=small}
){kind=small}
){kind=small}
){kind=small}
){kind=small}
){kind=small}
){kind=small}
 "potato ITC")
){kind=small}
){kind=small}
){kind=small}
){kind=small}
){kind=small}
)
){kind=small}
){kind=small}
)
)
)
)
)
){kind=small}
){kind=small}
){kind=small}
){kind=small}
){kind=small}