Future Group is to increase its focus on private brands to drive sales and margins across its formats.

Business head of private brands Devendra Chawla said: “We would like to focus on private brands such as Fresh & Pure, Tasty Treat and Clean Mate rather than in-store labels that can only be sold in one format.

“We want to use our customer insight and the right go-to-market strategy to build sales for our private brands including Ektaa.”