New Delhi, June 27 -- Packaged consumer goods company ITC Ltd has stepped up measures to develop channel-specific strategies as "new-gen" sales channels like e-commerce, modern trade, and quick commerce gain popularity, offering consumer convenience but also increasing trade complexity.

ITC has executed joint business plans with major quick commerce and e-commerce platforms.

It also deployed tailored market and outlet-specific strategies to capitalise on the growth from these channels, as stated in the company's annual report released Friday.

"The rapid growth of modern trade, e-commerce and quick-commerce channels, coupled with the emergence of several new players, has necessitated the deployment of tailored market and outlet-specific...