ITC has acquired 24 Mantra Organic for ₹472.5 crore, comprising ₹400 crore upfront and ₹72.5 crore contingent on performance over two years. This acquisition strengthens ITC's position in the organic FMCG sector. 24 Mantra Organic, founded in 2004, operates a farm-to-fork model, sourcing from over 27,000 farmers across India. The integration aligns with ITC's focus on nutrition and sustainability.