ITC Foods Division led a Retail Engagement Initiative supporting the safety of retailers, in alignment with ITC Ltd.’s credo of ‘Sab Saath Badhein’. Addressing the safety requirements of retailers, over 20,000+ retailers across the country were covered by the initiative. This is to ensure that the pandemic associated risks can be minimised. While the retailers served their buyers through the challenging times, the initiative ensured to help them, the Company’s first line of customers, operate in a safe & hygienic environment. The retail/ business ecosystem has witnessed the retailer’s community ensuring last-mile availability of essential goods to end consumers. While following hygiene and safety protocols, the friendly neighbourhood kiranas and general stores were supported by the program to continue running their establishment/shop with protective window shields, protective gear and social distancing curtains.
As retailers have to interact with the multiple consumers, they are the most vulnerable in the current situation. Thus, this initiative was led by popular ITC Foods brands like Sunfeast Biscuits, Aashirvaad, B Natural, Sunfeast YiPPee! Aashirvaad Svasti and Candyman with retailers. High-quality protective gear to ensure the safety and protection of the retailers at all times, the brands supported to follow social distancing and hygiene measures. The window shield frames are made of recycled corrugated plastic and the protective shield and social distancing curtains are made of Polymerizing Vinyl Chloride (PVC) for highest levels of protection. Other than that, across metros starting from the North, ITC Foods has also initiated sanitization drives which are spanning to the South and East and will progressively expand to other markets as well. And at the same time, the window shield frames are being implemented pan India as well.
Commenting on the initiative, an ITC Foods spokesperson said, “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.”
With a vision/ aspiration to reach over 25,000 retailers, the activity that began in the southern districts of the country will soon be executed pan India.