Brand Journal
ITC Bought Yoga Bar for ₹265 Crore. What It Was Really Buying Was a Blueprint.
When ITC acquired Yoga Bar in 2022, most coverage focused on the valuation. The more interesting question: why would a company that sells cigarettes, atta, and instant noodles pay a premium for a barely-profitable health bar brand? The answer tells you everything about where Indian FMCG is heading.