The buzz is real—ITC acquires 24 Mantra, and the Indian FMCG landscape just got a big shake-up. In a strategic move that blends health, sustainability, and growth, ITC has announced the 100% acquisition of Sresta Natural Bioproducts, the parent company of the popular 24 Mantra Organic brand. The deal is pegged at a whopping Rs 472.50 crore, signaling ITC’s long-term vision to dominate the organic food sector, both in India and overseas.
Let’s break down what this acquisition means for Indian consumers, investors, and the FMCG industry at large.
Why ITC’s Organic Leap Is a Gamechanger
With Indian households increasingly shifting towards clean, healthy, and chemical-free food options, the organic food segment has seen exponential demand. ITC, known for brands like Aashirvaad, Bingo, and Yippee, is clearly riding this wave.
This acquisition isn’t just about market share—it’s about future-proofing. Through this deal, ITC aims to strengthen its product portfolio under its ‘ITC Next’ strategy. The company will now offer over 100 organic SKUs, including staples like pulses, spices, oils, and even beverages, via the 24 Mantra brand.
And here’s the masterstroke—Rs 400 crore will be paid upfront, while the remaining Rs 72.50 crore will be released over the next two years. This flexible structure shows ITC’s confidence in the brand’s long-term potential.
A Win-Win for Farmers and FMCG Giants
Both ITC and Sresta Natural Bioproducts have echoed a shared vision—empowering farmers and promoting healthier lifestyles. That’s not just corporate speak. In fact, 24 Mantra Organic has built strong grassroots supply chains by directly working with farmers.
Hemant Malik, Wholetime Director at ITC, called the brand a “trusted leader” in organic food with a robust sourcing model. He emphasised that this acquisition will complement ITC’s broader focus on wellness and nutrition.
Rajashekar Reddy Seelam, the founder of Sresta, added that ITC’s scale, R&D prowess, and massive distribution network will help 24 Mantra penetrate deeper into urban and rural households alike. With more Indians becoming health-conscious, the timing couldn’t be better.
What’s in It for Indian Investors and Consumers?
From an investor’s perspective, this is more than just another M&A deal—it’s a sign of where India’s FMCG future lies. The organic foods sector in India is expected to grow by over 20% CAGR in the next few years. This acquisition places ITC at the front of that growth story.
Also, 24 Mantra isn’t just a domestic player. It enjoys solid popularity among NRIs and global Indian communities, particularly in the U.S. and Europe. This move gives ITC an edge in international organic exports as well.
For consumers, it’s a win-win. With ITC’s backing, prices could become more competitive, product availability could increase, and quality assurance will remain intact. So whether you’re shopping from a local kirana or ordering groceries online, expect to see a lot more of 24 Mantra soon.
Final Thoughts: Healthy India, Profitable Future?
At a time when big FMCG players are scrambling to capture evolving consumer trends, ITC has made a decisive, future-forward move. With rising health awareness, increasing disposable income, and a growing aversion to chemical-laden foods, India’s organic market is poised for massive transformation.
This acquisition signals ITC’s readiness to not just follow the trend—but lead it.
