ITC has tasted blood; wants to enhance online lifestyle business

After the success of John Players brand in online sales through Flipkart, Myntra and Snapdeal in the past one year, ITC now wants to increase the online business of Wills Lifestyle in other categories too.

ITC is looking to expand its online retail business and is considering introducing John Players in eyewear, backpacks, footwear, etc.

ITC, whose cash cow business lies in tobacco industry, also wants to launch an exclusive John Players clothing line only for online customers.

Atul Chand, ITC's chief executive for lifestyle retailing business, told ET, “John Players is among the top selling apparel brands online in the leading marketplaces. We are expanding the brand into newer categories specifically for online, and if it's successful, we would even take them to the brick-and-mortar stores. All such expansion will be in products which are of interest to younger consumers, the target for John Players."

Presently, 10% of revenue for ITC's lifestyle retail business is generated from online sales and the company is targeting 15% this fiscal.

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