Farmland makes a debut in the Indian market with an exciting range of variants in potatoes such as Natural Low Sugar Potatoes, Potatoes with Natural Antioxidant, Baby Potatoes and French Fry ITC Unveiled ‘Farmland’ for Fresh Fruits & Vegetables Potatoes.
As per ITC, it will start with seven metro cities of India and will then expand to rest of the market with new product line on quarter to quarter basis.
Reason for focusing on this category is pricing issues and onions are a classic example. The aim is to increase our focus on perishables because India processes only 2-3% of the perishables and there is an enormous amount of wastage.
Sachin Madan, The Chief Executive of agri-sciences division of ITC, has informed that farmland potatoes come with the promise of low sugar, low fat and great taste. These potatoes are naturally low in fat and sugar with fat content below 0.2 percent and sugar level below 2 percent respectively.
Farmland potatoes have been tested and endorsed by ICAR-CPRI, Shimla, (Indian Council for Agricultural Research – Central Potato Research Institute. ITC along with ICAR-CPRI intend informing consumers of the nutritional benefits of potatoes and help dispel some of the myths around it.
The company is also planning to introduce its new range of apples by the next quarter under a new Farmland brand. Through its Farmland brand, ITC hopes to achieve its target of Rs 1,00,000 crore by 2030.
Farmland Potatoes will be sold through organized retail, e-commerce platforms and the neighbourhood Vegetable vendors. Farmland Potatoes will be distinguished by their even grading, better quality, Consistent good taste along with the promise of safety and nutrition value with 10-15% over local prices.