One of the leading FMCG conglomerates in India- ITC which currently houses brands like Aashirvaad, Sunfeast, Bingo and more, has launched a new product line- ‘Right Shift’ to target ‘a pivotal yet often overlooked’ market segment of audience cohort 45+ age group.
In an era where brands are skewed towards targeting GenZs and Millennials, Right Shift’s exclusive focus on the 45+ age group underscores ITC’s aim to not just recognise challenges but come up with offerings to solve the need gaps in the market.
Targeted towards consumers in the age cohort of 45 years and beyond who are actively seeking products that align with their health goals but often struggle to find the right or suitable product fitment, the newly launched brand represents a carefully considered response to evolving demographic trends and consumer needs.
Sharing more insights into the launch of the same, Hemant Malik, Divisional Chief Executive – Foods, ITC, took to LinkedIn to mention, “Right Shift bridges this gap, offering nutrition without compromise on taste or quality. Right Shift isn’t merely a product line; it’s a comprehensive approach to nutrition for mature adults. We’ve started with a range including upma, oats, cookies, and atta – all crafted with natural ingredients to support digestion, strength and energy in our later years.”
