ITC in its new venture, ‘Farmland’ for fruits & vegetables

ITC, an Indian conglomerate headquartered in Kolkata has entered into a different area of agribusiness by launching a new brand ‘Farmland’ for fruits and vegetable segment.

Under this brand, the company launched four variants of packaged potatoes- low sugar potatoes, potatoes with anti-oxidants, baby potatoes and French fry potatoes. In the second phase, the company would produce dehydrated apple and onion under the same brand.

Besides, as part of its efforts to introduce one new product every quarter, company has started producing climate controlled farm products mainly leafy vegetables.

"Potatoes are the largest consumed vegetable in India and the world. We believe that Farmland potatoes with their quality and taste in different variants will resonate well with Indian consumers who today have distinct tastes and preferences," said S Sivakumar, ITC Group Head Agri-Business & IT. In the first phase, the company will targets metro markets and the products will be sold at 10 to 15 percent premium over local prices.