<p>Conglomerate ITC will acquire 16 per cent share capital of baby and mother care products brand Mother Sparsh, on a fully diluted basis.</p>.<p>Mother Sparsh specialises in premium ayurvedic and natural personal care brands in the D2C (direct to consumer) space. It has a wide range of baby and mother care products based on ayurveda for potent product delivery.</p>.<p>As per ITC, this investment is in line with the 'ITC Next' strategy articulated by Chairman Sanjiv Puri which aims to build a future ready organisation with a digital first culture. Notably, one of the identified pillars of this strategy is to accelerate digital transformation by developing digital first 'FMCG' brands.</p>.<p>Besides, ITC has been focusing on strengthening the D2C platforms of distribution and has created the ITC eStore.</p>.<p>"We believe that this investment provides an exciting opportunity which is in alignment with our aspiration to have a significant play both in the naturals and ayurvedic segment as well as in the D2C channel," ITC Chief Executive, Personal Care Products Business, Sameer Satpathy said.</p>.<p>"'Mother Sparsh' has, within a short span of time, evolved into an effective D2C brand with a range of innovative products and a lot of promise."</p>.<p><strong>Check out latest videos from <i data-stringify-type="italic">DH</i>:</strong></p>
<p>Conglomerate ITC will acquire 16 per cent share capital of baby and mother care products brand Mother Sparsh, on a fully diluted basis.</p>.<p>Mother Sparsh specialises in premium ayurvedic and natural personal care brands in the D2C (direct to consumer) space. It has a wide range of baby and mother care products based on ayurveda for potent product delivery.</p>.<p>As per ITC, this investment is in line with the 'ITC Next' strategy articulated by Chairman Sanjiv Puri which aims to build a future ready organisation with a digital first culture. Notably, one of the identified pillars of this strategy is to accelerate digital transformation by developing digital first 'FMCG' brands.</p>.<p>Besides, ITC has been focusing on strengthening the D2C platforms of distribution and has created the ITC eStore.</p>.<p>"We believe that this investment provides an exciting opportunity which is in alignment with our aspiration to have a significant play both in the naturals and ayurvedic segment as well as in the D2C channel," ITC Chief Executive, Personal Care Products Business, Sameer Satpathy said.</p>.<p>"'Mother Sparsh' has, within a short span of time, evolved into an effective D2C brand with a range of innovative products and a lot of promise."</p>.<p><strong>Check out latest videos from <i data-stringify-type="italic">DH</i>:</strong></p>