FMCG companies, including ITC, are targeting older consumers with healthy lifestyle products due to rising longevity and affluence. Marketing to this demographic is risky as the old prefer products marketed to the young, and vice versa. However, shifting consumer preferences towards healthier options presents an opportunity for growth. India's demographic transition offers a chance to market to both the young and old, with potential for premiumisation and sustainability in agriculture. Read The Rest at :
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