India: ITC launches new Farmland brand, to sell potato based products

ITCITC Ltd has forayed into the fresh fruits and vegetables market under the ‘Farmland’ brand of products by launching value-added potatoes such as low sugar potatoes, potatoes with antioxidant, baby potatoes and French fry potatoes. The company claims these potatoes are naturally low in fat and sugar with fat content below 0.2% and sugar level below 2% respectively. ITC plans to work with the Indian Council for Agricultural Research – Central Potato Research. The company will target the potato market in metros and mini-metros which alone is close to Rs 5000 crore opportunity. The company plans to sell the products through organised retail, e-commerce and even neighbourhood vegetable vendors. ITC said it is the largest seed potato company in India. More