India, June 25 -- FMCG giant ITC has discontinued the operations of its online store, nearly five years after launching the digital marketplace.

Launched at the height of Covid-19 pandemic in November 2020 to capitalise on the surge in online shopping, "ITC Store" has now stopped taking orders. An ITC spokesperson told The Hindu businessline that the standalone ecommerce platform has "served its purpose".

The FMCG major is reportedly now leaning into a multi-platform digital distribution strategy that spans ecommerce, quick commerce, and modern trade. As per the report, the company is also focussing on digitally-enabled sales and strengthening its presence in general trade.

Notably, ITC's products are also available on ecommerce and qu...