Founded in 1910 as Imperial Tobacco Company of India the company initially dealt in tobacco

products for decades before diversifying into non-tobacco products in the 1970s.

ITC since then has emerged as a multi-business conglomerate having business in various industries
such as Hotels, Lifestyle Retail stores, ready to eat sector, confectionary sector, Paperboards
segment, body care products etc.

 ITC follows a consumer centric approach. The marketers will help in producing the products
to consumer liking and interest.
 ITC’s mission is to enhance the wealth generation of it’s stakeholders, so it strategizes on
concentrating on profitable markets.
 Quality is of the utmost priority for ITC and the marketing team is responsible to
communicate this to the consumers.
 Over the years ITC has become a large conglomerate offering the diverse range of products
and services ranging from Agri-Products to food products in FMCG Segment to IT Solutions.

BCG Matrix

ITC’s business segments are FMCG- Cigarettes, FMCG- Foods, ITC Infotech, Agri-Business, Hotels,
Paperboards & Packaging, Branded Apparels, Packaged Foods.

Out of this FMCG- Cigarettes is its cash cow while Agri-Business, Hotels, Paperboards & Packaging
comes in star segment for ITC.

FMCG- Foods still appears to be a question mark for the firm and Branded apparels and Packaged
foods are categorized as dogs for the firm.