ITC to Acquire Remaining Stake in Natural Baby Care Brand Mother Sparsh

In a bold move aimed at strengthening its foothold in the fast-growing wellness and personal care market, ITC Limited has signed definitive agreements to acquire the remaining 73.5% stake in Mother Sparsh, a premium Ayurvedic and natural baby care brand. This acquisition will be completed over the next 2–3 years, bringing ITC’s total investment in the company to approximately ₹126 crore.

A Digital-First Ayurvedic Brand With a Loyal Customer Base

Founded in India, Mother Sparsh has emerged as one of the most trusted names in the natural baby care space. Known for its chemical-free, plant-based formulations rooted in Ayurvedic science, the brand offers a comprehensive range of products including baby wipes, oils, lotions, hair cleansers, diaper rash creams, and hygiene solutions.

With a strong digital-first strategy, Mother Sparsh has built a loyal customer base through its own D2C (Direct-to-Consumer) platform and leading e-commerce marketplaces such as Amazon, Nykaa, and Flipkart. The company currently boasts an impressive annual revenue run rate exceeding ₹110 crore, making it a rising star in India’s baby care segment.

Strengthening ITC's ‘Next’ Vision

ITC had initially invested in Mother Sparsh in 2021, becoming a minority stakeholder. This full acquisition is a part of its broader ‘ITC Next’ strategy, which focuses on building a future-ready portfolio through innovation, sustainability, digital-first businesses, and wellness-led product categories.

“This acquisition is an exciting opportunity, aligned with our aspiration to build a formidable portfolio of future-ready, best-in-class innovative offerings that delight Indian consumers,” said Sameer Satpathy, Divisional Chief Executive of ITC’s Personal Care Products Business Division.

By integrating Mother Sparsh into its personal care portfolio, ITC is doubling down on purpose-led and consumer-centric brands—especially those aligned with traditional Indian knowledge, clean beauty trends, and conscious parenting needs.

Founder to Continue Leading the Brand

As part of the transition plan, Mother Sparsh’s founder & CEO, Himanshu, along with his core team, will continue to operate and grow the brand for the next few years. This continuity ensures that the brand’s entrepreneurial spirit and consumer-focused innovation remain intact during the acquisition period.

“We’re thrilled that ITC, who believed in us early on, is now taking the brand to the next level. This partnership reinforces the growing demand for safe, Ayurvedic baby care solutions made in India,” said Himanshu, Founder & CEO of Mother Sparsh.

Why This Matters

With the increasing demand for natural and Ayurvedic products, especially in baby care, Indian consumers are becoming more discerning about what they use for their children. The ‘clean baby care’ segment has seen significant growth, fueled by urban millennials and Gen Z parents who prioritize transparency, safety, and efficacy in product formulations.

ITC’s acquisition of Mother Sparsh is a clear signal that large FMCG players are taking note of this shift—and are ready to invest in homegrown, digital-first brands that have already earned consumer trust.