ITC's New Venture into Aromatherapy

In a strategic move to tap into the growing wellness trend among young working Indians, ITC has launched Pranah, a new brand offering premium incense sticks, cones, and scented candles. This initiative reflects the company's bet on the increasing consumer demand for mental wellness and soothing experiences.

The Market Opportunity

The home aromas market in India is valued at approximately Rs 5,500 crore, with the premium segment, though smaller, showing rapid growth potential. Gaurav Tayal, divisional chief executive at ITC, highlights the post-Covid surge in wellness choices and the lack of science-backed products in the current market as key opportunities for Pranah.

Initial Launch and Future Prospects

Initially launched in Delhi and Bengaluru through quick commerce channels, Pranah aims to carve a niche in the premium aromatherapy market, projected to reach Rs 5,000 crore in the next decade.