24 Mantra Organic has been acquired by ITC Foods as part of its strategic move to expand into the premium and health food market, according to a Times of India report.

In a detailed interview, 24 Mantra Organic’s founder described how the company has transformed organic food production by directly empowering over 35,000 farmers across 12 states. The company’s initiatives, which include on-the-ground support, certification navigation, and use of digital tools for agricultural monitoring, have fostered community resilience and improved farmer incomes despite facing regulatory hurdles and investor pressures.

Indian conglomerate ITC has acquired the '24 Mantra Organic' brand, paying up to ₹472.5 crore, as part of its strategy to expand into the organic food sector and to eventually take control of Mother Sparsh Baby Care.

On April 17, 2025, ITC Limited signed a Share Purchase Agreement to acquire 100% of the share capital of Sresta Natural Bioproducts Private Limited, the company behind 24 Mantra Organic. The acquisition is framed as a strategic move to leverage ITC's strengths in product development, sourcing, and distribution, while bolstering sustainable agriculture and supporting a network of approximately 27,500 farmers.

ITC Limited's acquisition of 24 Mantra Organic for ₹472.5 crore consolidates its footprint in the organic foods sector. While the deal may boost sustainable food production, it raises concerns among critics about the centralization of market power, potentially undermining small-scale farmers and community control over food systems.

24 Mantra Organic has established a strong, ethical framework by working directly with over 45,000 farmers across 15 states, ensuring improved compensation and sustainable practices. This model not only promotes organic, chemical-free farming but also supports farmer livelihoods by eliminating middlemen and emphasizing direct sourcing.