ITC Completes Yoga Bar Acquisition For ₹645 Cr

FMCG major ITC has completed the acquisition of 100% of Sproutlife Foods, the parent of healthy snacking brand Yoga Bar, buying the remaining 52.5% stake for around ₹645 Cr.

In an exchange filing, the FMCG major informed that it bought 13,445 equity shares of Sproutlife through a secondary purchase. The transaction takes its holding in the company from around 47.5% to 100%, making Sproutlife a wholly owned subsidiary of ITC with effect from September 28.

ITC had first announced its plans to acquire Yoga Bar in January 2023, when it said it would acquire 100% of Sproutlife in tranches over three to four years. 

It initially invested ₹175 Cr to acquire a 39.4% stake via primary subscription of shares as well as secondary purchases. Subsequently, it invested another ₹80 Cr to increase its shareholding in Yoga Bar to 47.5%.

The latest acquisition is in line with ITC’s strategy of building a “future-ready” portfolio in the foods segment. 

Founded in 2014 by Suhasini Sampath Kumar and Anindita Sampath Kumar, Yoga Bar is an omnichannel healthy snacking and breakfast brand that has a wide range of products from Nutrition Bars to Muesli and from Oats to Cereals. 

The parent entity Sproutlife reported a turnover of ₹452 Cr in FY26, compared with ₹200 Cr in FY25 and ₹108 Cr in FY24.

ITC’s D2C Acquisition Push

Yoga Bar is one of several digital-first D2C brands that ITC has picked up stake in as it expands beyond its traditional FMCG portfolio.

In February 2025, ITC signed agreements to acquire 100% of the parent of D2C meat brand Meatigo. Similar to the Yoga Bar acquisition, that deal was also structured in phases, beginning with a 43.8% stake in Ample Foods for nearly ₹131 Cr and taking ITC’s holding to 62.5% by April 2027.

The transaction also brought Prasuma’s frozen foods and cloud kitchen businesses into the fold.

ITC has also been building its presence in the mother and baby care segment. In April 2025, it announced plans to take its stake in Mother Sparsh Baby Care to 100% from 26.5% over two to three years. The company had first invested in Mother Sparsh in 2021 and subsequently raised its holding to 22% in 2022.

The conglomerate had also acquired a 10.07% stake in Mylo’s parent Blupin Technologies for ₹39.34 Cr in 2022.

FMCG Giants And Their D2C Acquisition Spree

ITC’s full acquisition of Yoga Bar comes amid a broader push by large FMCG companies to acquire successful digital-first brands and bring them into their portfolios.

For instance, Hindustan Unilever (HUL) completed the acquisition of a 90.5% stake in skincare brand Minimalist’s parent Uprising Science for ₹2,706.44 Cr in April 2025. HUL had agreed to acquire the remaining 9.5% stake within two years of completing the initial transaction.

Marico has followed a similar route with healthy foods brand True Elements. After acquiring a 53.98% stake in its parent HW Wellness Solutions in 2022, Marico agreed to acquire the remaining 46.02% stake for ₹138 Cr in September 2025.

The interest from FMCG majors comes as D2C brands have built scale across categories including healthy foods, personal care, babycare and other consumer segments. 

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