ITC To Upgrade E-Store To Compete With FMCG Giants And D2C Brands
- BySheetal Sidhu | July 22, 2021
ITC Ltd is planning to launch a customisation feature on the ITC e-store, the Kolkata-based conglomerate’s direct-to-consumer (D2C) platform launched last year to keep up with the surge in online shopping during the COVID-19 pandemic. The cigarette maker is in the initial stages of testing the workings of the feature, which could be rolled out in the next six months. It will be launched with Aashirwaad Atta, one of ITC’s top-selling products. The feature essentially enables consumers to choose the kind of flour they want, and lets them change proportions. For instance, if a consumer wants their flour to be ground a bit ‘coarse’ or wants to have multi-grain flour with more ragi, this feature will allow this to happen. The customised atta will then be delivered to their doorstep.
“In my growing up years, I was asked to get wheat flour from the local vendor, my mother gave me specific instructions about how she preferred the wheat flour blend to be. India has grown up to consuming their atta in a personalised manner, that best suits the taste preferences of their respective households,” Shuvadip Banerjee, Vice President, Marketing Services, Foods Division, ITC Ltd.” At ITC, our constant endeavour is to enliven these age-old practices through our offerings, wherever relevant,” Shuvadip says. ITC first piloted its ecommerce store, among employees, in 2019 and later rolled the store in October 2020. The company partnered with micro delivery platform Dunzo, and grocery seller Bigbasket (now acquired by Tata Digital), among others to supply sanitisers and other grocery essentials.
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