FMCG Update: ITC’s MTR talks; HUL, Reliance launch drinks; Bira 91’s Rs 80-crore loss

ITC in talks to acquire MTR Foods
ITC is in early talks to acquire Orkla ASA’s Indian subsidiaries, MTR Foods and Eastern Condiments, for USD 1.4 billion to expand its presence in southern India, Mint reports. With a diverse portfolio across FMCG, hotels, and agribusiness, this move strengthens ITC’s foothold in the food segment. The company has been growing in spices and ready-to-cook foods, acquiring Sunrise Foods in 2020 and Prasuma in February 2025.

Bira 91’s Rs 80-crore hit: Name change halts sales
B9 Beverages, the maker of Bira 91 beer, lost Rs 80 crore and faced ballooning losses after dropping 'Private' from its name ahead of its planned 2026 IPO. The renaming led to compliance delays, forcing a four-six month halt in sales while re-registering labels, causing a 22% drop in revenue to Rs 638 crore and a widened net loss of RS 748 crore in FY24. Founder Ankur Jain cited market shifts in Delhi NCR and Andhra Pradesh—key sales regions—as additional challenges. Sales volume fell from nine million cases in FY23 to six-seven million in FY24 amid rising competition.

HUL and Reliance launch competing hydration drinks
Hindustan Unilever and Reliance Consumer to enter the hydration market with new launches. HUL’s Liquid IV, an electrolyte drink in powder form, targets the premium segment at Rs 120 per stick, while Reliance Consumer’s Spinner, a Rs 10 sports drink, aims at the mass market. Growing at 12-15% annually, the domestic hydration category spans from basic electrolyte drinks to advanced hydration and energy-boosting solutions.

Swiggy Instamart sees Valentine’s Day sales surge
Swiggy Instamart saw a massive surge in Valentine’s Day orders, with chocolates and roses topping the charts. Co-founder Phani Kishan likened the rush to a 'bull run for love,' revealing peak-hour sales of 581 chocolates and 324 roses per minute. By 10:53 AM, chocolate deliveries had already doubled last year’s figures, eventually reaching five times the orders of a regular Friday. A standout order from Delhi included 174 chocolates worth Rs 29,844, proving that love and gifting was in full swing.

Print AdEx set to grow 7% in 2025
Print advertising expenditure (AdEx) grew 5% in 2024, surpassing pre-Covid levels at ₹20,272 crore, and is projected to rise 7% to ₹21,691 crore in 2025, holding an 18% share, according to the Pitch Madison Advertising Report 2025. The report indicates print will reach ₹21,691 crore with an 18% share. Despite a global average of just 3%, print maintained a strong 19% share of total AdEx, driven by auto, FMCG, education, retail, and real estate, which contributed 50%.