ITC Ltd. has partnered with Amway India Enterprises Pvt. to launch its B Natural+ range of juices, opening a new channel of distribution for the maker of cigarettes to staples.
The maker of Aashirvaad wheat flour will distribute its two variants of B Natural+ juices—orange and mixed fruit—priced at Rs 130 a litre through Amway India, according to a joint statement by the companies. The juices will eventually be rolled out through other channels.
The partnership opens the possibility for ITC to distribute its other products as well through Amway India, which sells directly to consumers through its 550,000 micro-entrepreneurs.
While the companies didn't elaborate what other categories of products would be involved, Hemant Malik, chief executive officer at ITC's food division, said “our teams will be working closely on various programs in the area of health and wellness”.
Amway India CEO Anshu Budhraja said the companies are coming together to “co-create products in the health, wellness and immunity space to address the anticipated demand in the future.”
On Thursday, ITC shares fell 0.83% to Rs 190.55 apiece on the BSE while the benchmark Sensex gained 1.88% to end the day at 32,200.59 points.
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