ITC chants 'Sab Saath Bandhein' mantra

In a rare gesture, FMCG major ITC Ltd has now come up with an initiative to ensure safety of the retailers in the post-pandemic, neo normal situation. The Kolkata-headquartered diversified conglomerate flagged off this latest initiative across South Indian markets and it will soon be rolled out pan India. The latest initiative jells well with its credo of 'Sab Saath Badhein'. The Retail Engagement Initiative has already covered over 20,000 retailers across the country and addressed their safety requirements by ensuring that risks associated with the pandemic are minimised for them.

The move, currently spearheaded by its Foods division, aims at helping the company's first line of customers- the retailers operate in a safe & hygienic environment while enabling them to serve their buyers through the challenging times. The retailers' community has been the backbone of the retail/ business eco system who ensured last-mile availability of essential goods to end consumers. This programme promises to support the friendly neighbourhood kiranas and general stores with protective window shields, protective gear and social distancing curtains to enable them to continue running their establishment/shop whilst following hygiene and safety protocols.

"Over the years, our strong network of retailers across India have extended their unflinching support in ensuring seamless availability of our products to the end consumers and contributing to the success of our brands. In the current situation, their contribution has been all the more significant and critical.

As a responsible brand custodian, we strongly feel the need to extend our support for their exemplary contribution and service. We hope that through our initiative, we will be able to help their businesses by enabling them to continue their operations in a safe and hygienic manner and serve consumers even in the toughest of times," said the official spokesperson of ITC Foods.