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Daybreak

ITC’s 24 Mantra deal and organic foods’ unending wait for glory

Apr 25, 2025
14:30

Podcast summary created with Snipd AI

Quick takeaways

  • ITC's acquisition of 24 Mantra signifies a pivotal shift in India's organic food market, reflecting ongoing challenges amid stagnating consumer interest.
  • Tesla's financial struggles, exacerbated by Musk's political activities, underline the complex relationship between branding decisions and investor confidence.

Deep dives

Impact of ITC's Acquisition on India's Organic Food Market

ITC's acquisition of 24 Mantra Organic has significant implications for the organic food sector in India, suggesting a drastic shift in market dynamics. While Tata's acquisition of Organic India was seen as a strong move due to the anticipated growth of the organic segment, the contrasting price of ITC's purchase highlights the struggles facing established brands. Analysts note that despite an initial surge in organic food interest during the pandemic, sales have stagnated, with consumers returning to conventional options. Compounding these challenges, regulatory restrictions and fluctuating import/export policies have hindered market growth, positioning brands like 24 Mantra to struggle despite backing from major corporations.

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