It also had John Players menswear range of casuals, denims, formals and accessories.
However, in 2019 the company undertook a restructuring of the lifestyle retailing business and scaled down the operations of the vertical and sold the John Players brand to Reliance Retail for an undisclosed amount.
“…following a strategic review of its business portfolio, the company has exited the lifestyle retailing business,” said in a regulatory filing on Tuesday.
Last month, ITC Chairman Sanjiv Puri said that the company was liquidating some old inventory of the Wills brand left in a few stores and there were no further plans to continue the business.
In the past, ITC had said that its lifestyle retailing business was adversely impacted by e-commerce players which aggressively pushed to capture market share amongst value-seeking consumers by offering heavy discounts and launching exclusive labels and brands.