ITC's Food Business Strategy: Can Aashirvaad Success be Replicated?

ITC, a big company that makes cigarettes, is also selling food like Aashirvaad atta (flour).

They are trying to make their food business bigger.

They've made some popular brands, but now they're facing competition and slower sales.

To grow, they're buying smaller food brands, like Yoga Bar.

This helps them reach new customers and get ideas for new products faster.

However, it's getting harder to make big national food brands like in the past.

Some experts think it's better for big companies like ITC to buy existing brands instead of starting new ones from scratch.