ITC takes a 16% stake in Mother Sparsh, the Ayurveda personal care brand as it expands into the mother-and-baby care segment. ITC has invested a little more than Rs. 20 crore amounting to a valuation of Rs 125 crore for Mother Sparsh. With this investment, ITC will become an effective D2C brand with many novel products and enhance the brand name further. This investment is in line with ITC’s strategy to create a future-ready company that has a ‘digital-first’ culture. One part of the plan is to increase the digital transformation by developing FMCG brands as well as make its D2C platforms stronger. Thus, ITC has created a unique ITC eStore.