PRODUCT ANALYSIS OF ITC

Ankit Bhargav
BBA – III-B(M)
Enr. No.-10614101710
 INTRODUCTION

ITC is one of India's biggest and best-known private sector companies.

In fact it is one of the World's most high profile consumer operations.
This SWOT analysis is about ITC. Its businesses and brands are focused
almost entirely on the Indian markets, and despite being most well-
known for its tobacco brands such as Gold Flake, the business is now
diversifying into new FMCG (Fast Moving Consumer Goods) brands in a
number of market sector

including cigarettes, hotels, paper, agriculture, packaged foods and

confectionary, branded apparel, personal care, greetings cards,
Information Technology, safety matches, incense sticks and
stationery. Examples of its successful new FMCG products include:

Aashirvaad - India's most popular atta brand with over 50% market
share. It is also present in spices and instant mixes.

Mint-o - Mint-0 Fresh is the largest cough lozenge brand in India.

Bingo! - a new introduction of finger snacks.

Kitchens of India - pre-prepared foods designed by ITC's master chefs.

Sunfeast - is ITC's biscuit brand (and the sub-brand is also used on

some pasta products).

Strengths

ITC leveraged it traditional businesses to develop new brands for new

segments. For example, ITC used its experience of transporting and
distributing tobacco products to remote and distant parts of India to
the advantage of its FMCG products. ITC master chefs from its hotel
chain are often asked to develop new food concepts for its FMCG
business.
ITC is a diversified company trading in a number of business sectors
including cigarettes, hotels, paper, agriculture, packaged foods and
confectionary, branded apparel, personal care, greetings cards,
Information Technology, safety matches, incense sticks and stationery .

Weaknesses

The company's original business was traded in tobacco. ITC stands for
Imperial Tobacco Company of India Limited. It is interesting that a
business that is now so involved in branding continues to use its
original name, despite the negative connection of tobacco with poor
health and premature death.

To fund its cash guzzling FMCG start-up, the company is still

dependant upon its tobacco revenues. Cigarettes account for 47 per
cent of the company's turnover, and that in itself is responsible for
80% of its profits. So there is an argument that ITC's move into FMCG
(Fast Moving Consumer Goods) is being subsidised by its tobacco
operations. Its Gold Flake tobacco brand is the largest FMCG brand in
India - and this single brand alone hold 70% of the tobacco market.

Opportunities

Core brands such as Aashirvaad, Mint-o, Bingo! And Sun Feast (and
others) can be developed using strategies of market development,
product development and marketing penetration.
ITC is moving into new and emerging sectors including Information
Technology, supporting business solutions.

e-Choupal is a community of practice that links rural Indian farmers

using the Internet. This is an original and well thought of initiative
that could be used in other sectors in many other parts of the world.
It is also an ambitious project that has a goal of reaching 10 million
farmers in 100,000 villages.

ITC leverages e-Choupal in a novel way. The company researched the

tastes of consumers in the North, West and East of India of atta (a
popular type of wheat flour), then used the network to source and
create the raw materials from farmers and then blend them for
consumers under purposeful brand names such as Aashirvaad Select in
the Northern market, Aashirvaad MP Chakki in the Western market
and Aashirvaad in the Eastern market. This concept is tremendously
difficult for competitors to emulate.

Chairman Yogi Deveshwar's strategic vision is to turn his Indian

conglomerate into the country's premier FMCG business.

Per capita consumption of personal care products in India is the

lowest in the world offering an opportunity for ITC's soaps, shampoos
and fragrances under their Wills brand.

Threats

The obvious threat is from competition, both domestic and

international. The laws of economics dictate that if competitors see
that there is a solid profit to be made in an emerging consumer
society that ultimately new products and services will be made
available. Western companies will see India as an exciting opportunity
for themselves to find new market segments for their own offerings.

ITC's opportunities are likely to be opportunities for other companies

as well. Therefore the dynamic of competition will alter in the
medium-term. Then ITC will need to decide whether being a
diversified conglomerate is the most competitive strategic formation
for a secure future.

PRODUCTS

 fmcg
 Foods
 Lifestyle Retailing
 Personal Care
 Education and Stationery
 Safety Matches
 Agarbattis

 Hotels

 Paperboards and Packaging

 Paperboards and
 Specialty Papers -
 Packaging –

 Agri Business
 Agri Commodities & Rural Services -
 e-Choupal -
 Leaf Tobacco, Spices
 & Agri Inputs -
 Information Technology

 Group Companies

Cigarettes and cigars

ITC is the market leader in cigarettes in India. With its wide range of
invaluable brands, it has a leadership position in every segment of the
market. It's highly popular portfolio of brands includes Insignia, India
Kings, Lucky Strike, Classic, Gold Flake, Navy Cut, Players, Scissors,
Capstan, Berkeley, Bristol and Flake, Silk Cut and Duke.

The Company has been able to build on its leadership position because
of its single minded focus on value creation for the consumer through
significant investments in product design, innovation, manufacturing
technology, quality, marketing and distribution.

All initiatives are therefore worked upon with the intent to fortify
market standing in the long term. This in turns aids in designing
products which are contemporary and relevant to the changing
attitudes and evolving socio economic profile of the country. This
strategic focus on the consumer has paid ITC handsome dividends.

ITC's pursuit of international competitiveness is reflected in its

initiatives in the overseas markets. In the extremely competitive US
market, ITC offers high-quality, value-priced cigarettes and Roll-your-
own solutions. In West Asia, ITC has become a key player in the GCC
markets through growing volumes of its brands.
ITC's cigarettes are produced in its state-of-the-art factories at
Bengaluru, Munger, Saharanpur, Kolkata and Pune. These factories
are known for their high levels of quality, contemporary technology
and work environment.

Awards

 ITC's Cigarettes business has been winning numerous awards for

its quality, environmental management systems and product
excellence:
 'Best Manufacturer of Cigarettes' for the year 2008 & 2007 and
Best Exporter of Cigarettes for 2008 by the Tobacco Board based
on previous three years' performance.
 Occupational Health and Safety Award 2007 for Excellence in
Safety Management to the Bengaluru, Saharanpur and Kolkata
factories from the Royal Society for Prevention of Accidents
(ROSPA), U.K.
 5 Star Health and Safety Rating in 2007 from the British Safety
Council to the Bengaluru, Munger, Kolkata and Saharanpur
factories and the "Sword of Honour" for Bengaluru & Saharanpur
factories in 2006.
Foods

ITC made its entry into the branded & packaged Foods business in
August 2001 with the launch of the Kitchens of India brand. A more
broad-based entry has been made since June 2002 with brand launches
in the Confectionery, Staples and Snack Foods segments.

The packaged foods business is an ideal avenue to leverage ITC's

proven strengths in the areas of hospitality and branded cuisine,
contemporary packaging and sourcing of agricultural commodities.
ITC's world famous restaurants like the Bukhara and the Dum Pukht,
nurtured by the Company's Hotels business, demonstrate that ITC has
a deep understanding of the Indian palate and the expertise required
to translate this knowledge into delightful dining experiences for the
consumer. ITC has stood for quality products for over 100 years to the
Indian consumer and several of its brands are today internationally
benchmarked for quality.

The Foods business carries forward this proud tradition to deliver

quality food products to the consumer. All products of ITC's Foods
business available in the market today have been crafted based on
consumer insights developed through extensive market research.
Apart from the current portfolio of products, several new and
innovative products are under development in ITC's state-of-the-art
Product Development facility located at Bengaluru.

Leadership in the Foods business requires a keen understanding of the

supply chain for agricultural produce. ITC has over the last 100 years
established a very close business relationship with the farming
community in India and is currently in the process of enhancing the
Indian farmer's ability to link to global markets, through the e-
Choupal initiative, and produce the quality demanded by its
customers. This long-standing relationship is being leveraged in
sourcing best quality agricultural produce for ITC's Foods business.

The Foods business is today represented in 4 categories in the market.

These are:

 Ready To Eat Foods

 Staples
  Confectionery

 Snack Foods

In order to assure consumers of the highest standards of food safety

and hygiene, ITC is engaged in assisting outsourced manufacturers in
implementing world-class hygiene standards through HACCP
certification. The unwavering commitment to internationally
benchmarked quality standards enabled ITC to rapidly gain market
standing in all its 6 brands:

Lifestyle Retailing

ITC's Lifestyle Retailing Business Division has established a nationwide

retailing presence through its Wills Lifestyle chain of exclusive
specialty stores. Wills Lifestyle, the fashion destination, offers a
tempting choice of Wills Classic work wear, Wills Sport relaxed wear,
Wills Clublife evening wear, fashion accessories and Essenza Di Wills -
an exclusive range of fine fragrances and bath & body care products
and Fiama Di Wills - a range of premium shampoos and shower gels.
Wills Lifestyle has also introduced Wills Signature designer wear,
designed by the leading designers of the country.

With a distinctive presence across segments at the premium end, ITC

has also established John Players as a brand that offers a complete
fashion wardrobe to the male youth of today. With its brands, ITC is
committed to build a dominant presence in the apparel market
through a robust portfolio of offerings.

Awards
ITC's Lifestyle Retailing Business has won numerous awards for its
quality, marketing and product excellence: LRBD has won several
Images Fashion Awards over the years:

 2009: Most admired Fashion Brand of the year - Fashion Forward

- Wills Lifestyle

 2007: Most Admired Fashion Campaign - John Players

 2005: Most Admired Shirt Brand of the Year - John Players

 2004: Rising Star Brand of the Year - John Players

  2003: Most Admired Exclusive Brand Retail Chain of the Year -
Wills Lifestyle

 2002: Most Admired Women's Wear Brand of the Year - Wills

Sport

 2001: The Most Admired Brand Launch of the Year - Wills Sport

 The Most Admired Exclusive Brand Retail Chain of the Year -

Wills Lifestyle.

 "Retailer of the Year (Fashion and Lifestyle)"

 Award at Reid & Taylor Awards for Retail Excellence in 2011
 "Best Retail Marketing Campaign of the Year" Award at Reid &
Taylor Awards for Retail Excellence in 2011
 Award for Customer and Brand Loyalty in Retail Sector category
at the 4th Loyalty Summit, 2011
 Retailer of the Year Award to Wills Lifestyle in Fashion &
Lifestyle category at Asia Retail Congress 2008.

Personal Care
In line with ITC's aspiration to be India's premier FMCG company,
recognised for its world-class quality and enduring consumer trust,
ITC forayed into the Personal Care business in July 2005. In the short
period since its entry, ITC has already launched an array of brands,
each of which offers a unique and superior value proposition to
discerning consumers. Anchored on extensive consumer research and
product development, ITC's personal care portfolio brings world-class
products with clearly differentiated benefits to quality-seeking
consumers.

ITC's Personal Care portfolio under the 'Essenza Di Wills', 'Fiama Di

Wills', 'Vivel UltraPro', 'Vivel' and 'Superia' brands has received
encouraging consumer response and is being progressively extended
nationally.

ITC's state-of-the-art manufacturing facility meets stringent

requirements of hygiene and benchmarked manufacturing practices.
Contemporary technology and the latest manufacturing processes
have combined to produce distinctly superior products which rank
high on quality and consumer appeal.

Extensive insights internationally recognised safe ingredients,

subjected to the highest standards of safety and performance.gained
by ITC through its numerous consumer engagements have provided the
platform for its R&D and Product Development teams to develop
superior, differentiated products that meet the consumer's stated and
innate needs. The product formulations use

Education and Stationery

ITC made its entry to the education and stationery business with its
Paperkraft brand in the premium segment in 2002; and later
expanded into the popular segment with its Classmate brand in
2003. By 2007, Classmate became the largest Notebook brand in
the country. Together, Classmate and Paperkraft offer a range of
products in the Education & Stationery space to the discerning
consumer, providing unrivalled value in terms of product & price.

Classmate and Paperkraft have become a natural extension of the

consumer. Meticulous understanding of consumer needs helped
creating a relevant and comprehensive portfolio satisfying the
needs of different sets of consumers.
ITC is the manufacturer of India's first Ozone treated environment
friendly Elemental Chlorine Free (ECF) pulp, paper and
paperboard. It blends its knowledge of image processing, printing
and conversion garnered from Packaging & Printing Business with
its brand building and trade marketing & distribution strengths
resident in its FMCG business to offer superior value products to
consumers.

Paperkraft Business paper and the papers used in Classmate and

Paperkraft notebooks are superior in quality and environment-
friendly. Other offerings available in education and Stationery
range are safe and certified non-toxic.

Safety Matches

As part of its strategic initiative to create multiple drivers of

growth in the FMCG sector, ITC commenced marketing safety
matches sourced from the small-scale sector. The Matches business
leverages the core strengths of ITC in marketing and distribution,
brand building, supply chain management and paperboard &
packaging to offer Indian consumers high quality safety matches.

ITC's range of Safety matches include popular brands like i Kno,

Mangaldeep, Stylites, Aim and Aim Mega. With differentiated
product features and innovative value additions, these brands
effectively address the needs of different consumer segments. Aim
is the largest selling brand of Safety Matches in India. ITC also
exports regular and premium safety matches brands to markets
such as Middle East, Africa and the USA. The successful acquisition
of Wimco Ltd. by Russell Credit Ltd., a wholly owned subsidiary of
ITC has consolidated the market standing of the Company's Matches
business through synergy benefits derived through combined
portfolio of offerings, improved servicing of proximal markets and
freight optimization. Through its participation, ITC aims to
enhance the competitiveness of the small and medium scale sectors
through its complementary R&D based product development and
marketing strengths, especially the breadth and depth of the
Company's trade marketing and distribution.

Agarbattis
As part of ITC's business strategy of creating multiple drivers of
growth in the FMCG sector, the Company commenced marketing
Agarbattis (Incense Sticks) sourced from small-scale and cottage
units in 2003. This Business leverages the core strengths of ITC in
nation-wide distribution and marketing, brand building, supply
chain management, manufacture of high quality paperboards and
the creation of innovative packaging solutions to offer Indian
consumers high quality Agarbattis. With its participation in the
business, ITC aims to enhance the competitiveness of the small and
medium scale sectors through its complementary R&D based
product development and strengths in trade marketing and
distribution.

Mangaldeep Agarbattis are

available in a wide range of fragrances like Rose, Jasmine,
Bouquet, Sandalwood, Madhur, Durbar, Anushri and Mogra. New
launches include Fragrance of Temple, Champa and Tarangini in an
attractive pouch format.
 The pouch format of packaging is
increasingly becoming popular. Mangaldeep
has launched three variants – Champa,
Tarangini & Malligai in the pouch format
catering to various market needs. The
products have received encouraging
response from consumers.

Fragrance of Temple is a flagship sub brand in the Mangaldeep

portfolio with Superior fragrance and high quality sticks in an
industry-first canister pack. The canister pack also contains a metal
agarbatti stand which has been highly appreciated by consumers.

Mangaldeep Dhoop, made with Natural

Ingredients, is available in specific markets
and is fast creating a key presence in North
India. New launches include Sandal &
Mogra variants as well as 3-in-1 offering in
a single pack.

In line with ITC's Triple Bottom Line philosophy of

contributing to the Nation's economic, environmental and
social capital, Mangaldeep agarbattis are manufactured
by small scale and cottage units, providing livelihood
opportunities for more than 12,000 people. Six out of 17
Mangaldeep Agarbatti manufacturing units are ISO 9000
certified. Mangaldeep ASHA (Assistance in Social
Habilitation through Agarbattis) is an ITC initiative to
improve the quality of raw agarbatti production and
provide better value realization for women rollers.
Under the project, ITC has extended support to NGOs in Bihar,
Tripura and Tamil Nadu, to set up agarbatti units, training village
women in rolling agarbattis and employing them in these units. In
the latest initiative, ITC signed a MoU with the Orissa Government-
run Orissa Rural Development and Marketing Society (ORMAS) for
marketing raw incense sticks in the state - a move that is expected
to provide employment opportunities to over 3000 rural women.

Hotels
ITC Hotels, India's premier chain of luxury hotels was launched on
October 18,1975, with the opening of its first hotel - Chola Sheraton
in Chennai. Since then the ITC Hotels brand has become synonymous
with Indian hospitality. With over 100 hotels in more than 90
destinations, ITC Hotels has set new standards of excellence in the
hotel industry in Accommodation, Cuisine, Environment and Guest
Safety.

A leader in the premium hospitality segment, ITC Hotels have had

the privilege of hosting world leaders, Heads of State and discerning
guests from across the world and within.

As one of India's most dynamic hospitality chains, ITC

Hotels has set standards for excellence in the hotel industry by
pioneering the concept of branded accommodation. The chain has
developed three brands of accommodation ITC One', 'Towers' and
the 'Executive Club' to differentiate between the needs of various
travelers and provide high levels of service.
 First to introduce branded cuisine, its restaurants
Bukhara, Dakshin and DumPukht are renowned for their delicious
and authentic Indian cuisines from the different regions of India. ITC
Hotels also showcases international cuisine in its specialty
restaurants West View and Pan Asian.
ITC Hotels has strategically customized its hotels and appropriately
categorized them to fulfill the service and budgetary needs of
travellers. With its exclusive strategic tie up with Starwood for its
top of the line premium brand the 'Luxury Collection', the group is
strengthening its international marketing stance. ITC Hotels was also
instrumental in bringing the 'Sheraton' brand to India, with which it
enjoyed a three-decade exclusive partnership.

ITC Hotels's properties are classified under four distinct brands:

ITC Hotels - Luxury Collection

In 2007, ITC Hotels entered a new phase in

its collaboration with Starwood Hotels & Resorts. ITC Hotels now has
an exclusive tie-up with Starwood in bringing its premium brand, the
'Luxury Collection', to India. These are super deluxe and premium
hotels located at strategic business and leisure locations. The seven
hotels which are part of this collection are: ITC Maurya in Delhi, ITC
Maratha in Mumbai, ITC Sonar in Kolkata, ITC Grand Central in
Mumbai, ITC Windsor & ITC Gardenia in Bengaluru, ITC Kakatiya in
Hyderabad and ITC Mughal in Agra.
 WelcomHotels offer five-star hospitality for
the discerning business and leisure traveller. Currently there are
three hotels under this brand namely, WelcomHotel Rama
International Aurangabad, WelcomHotel Vadodara and
WelcomHotel Grand Bay Vishakhapatnam. Four other ITC Hotels
Sheraton Hotels – Sheraton Rajputana Hotel Jaipur, Sheraton
Chola Hotel Chennai, Sheraton Park Hotel and Towers, Chennai
and Sheraton New Delhi offer warm, comforting services to the
global traveller and a chance to connect.

Fortune Hotels operates mid-market to

upscale properties in the first-class, full-service business hotel
segment all over India, in major metros, mini metros, state capitals
and business towns, promising business and leisure travelers a wide
choice of destinations and accommodation. Fortune Hotels currently
has hotels operating in Ahmedabad, Chennai, Gurgaon, Indore,
Jaipur, Jammu, Jamshedpur, Kolkata, Ludhiana, Madurai, Navi
Mumbai, Ooty, Port Blair, Pune, Tirupati, Trivandrum, Vapi,
Vijayawada, Vishakhapatnam, Hyderabad, Lavasa, Noida, Manipal,
Bengaluru, Mussoorie, Goa, Thane, Gandhinagar and Mysore while
several more hotels are expected to be commissioned soon in other
key locations in India.
 WelcomHeritage brings together a chain of
palaces, forts, havelis and resorts that offer a unique experience.
WelcomHeritage endeavours to preserve ancient royal homes and the
historical Indian grandeur and opulence for the future Indian
generations. WelcomHeritage provides a fine range of hotel services
inside these architectural legacies present in Rajasthan, Madhya
Pradesh, Uttarakhand, Himachal Pradesh, Jammu & Kashmir, West
Bengal, Karnataka, Tamil Nadu, Punjab, Haryana, Assam, Sikkim,
Meghalaya, Arunachal Pradesh, Uttar Pradesh, Maharastra, Kerala,
Andhra Pradesh and Puducherry.
WelcomEnviron

WelcomEnviron is ITC Hotels' vision for a green world. It's a multi-

faceted programme started in order to propagate environmental
causes in the cities where ITC Hotels' hotels are located. With the
guiding principle of 'Reduce, Reuse and Recycle', each hotel has its
own programme, encompassing local participation, creating
awareness among employees and internal conservation.

ITC Green Centre

 The ITC Green Centre in Gurgaon, the
headquarters of ITC's Hotels Business is the physical expression of this
commitment to sustainability - Ecological, Social and Economic.
This building is one of the world's largest green buildings with space
of over 170,000 square feet and the first non-commercial complex in
the country to be awarded the United States Green Building Council-
Leadership in Energy and Environmental Design's (USGBC-LEED)
platinum rating - the highest in the order.
At ITC Green Centre, energy consumption has been reduced
significantly through design integration. The building has been
designed to maximize the effect of natural light during daytime,
largely eliminating the need for artificial ones. At the same time, the
window glass, while allowing light inside, does not allow heat. This
not only keeps the office cool from inside during the day, but also
decreases the load on air-conditioners. Again, there is minimum
exterior lighting to limit night sky pollution. The water consumption
has dropped by 40 per cent and, with a water re-cycling plant, the
building is now a zero water discharge building.

Paperboards and Specialty Papers

ITC's Paperboards and Specialty Papers Division is India's largest,

technologically advanced and most eco-friendly, paper and
paperboards business. The business caters to a wide spectrum of
packaging, graphic, communication, writing, printing and specialty
paper requirements through its four world-class manufacturing
units, 6 sales offices and a network of more than 50 dealers in
India, along with an international trade network of 18
 distributors / agents and 4 finishing operations close to the market
for providing faster service to the customers.

Having pioneered many specialty applications, ITC's Paperboards

and Specialty Papers business enjoys market leadership in the
value-added paperboards segment, and also has a significant share
of the Indian fine papers market. It is the largest exporter of
coated boards from India.

The product range includes:

Packaging

Virgin Recycled

Folding Box Coated Duplex

Boards Whiteback

Solid
Coated Duplex
Bleached
Greyback
Boards

Coated High Burst liner

Packaging
ITC's Packaging & Printing Business is the largest value added
converter of paperboard packaging in South Asia. It converts over
70,000 tonnes of paper, paperboard and laminates per annum into
a variety of value-added packaging solutions for the food &
beverage, personal products, cigarette, liquor and consumer goods
industries.

The Division, which was set up in 1925 as a strategic backward

integration for ITC's Cigarettes business, is today India's most
sophisticated packaging house. State-of-the-art technology, world-
class quality and a highly skilled and dedicated team have
combined to position ITC as the first-choice supplier of high value
added packaging.

The Division supplies value-added packaging to ITC's various FMCG

businesses. Its client list includes several well-known national and
international companies like Nokia, Colgate Palmolive, Pernod
Ricard, Diageo, British American Tobacco, Philip Morris
International, Agio Cigars, UB Group, Tata Tetley, Tata Tea,
Reckitt Benckiser, Radico Khaitan, Akbar Brothers, Surya Nepal,
VST Industries, etc.

With three packaging factories at Tiruvottiyur near Chennai (in

the South), Munger in Bihar (in the East), and Haridwar (in the
North of India), the Company offers a comprehensive product range
in packaging backed by its packaging expertise over the decades
and cutting edge technology making it truly a "One stop shop for
Packaging".
Product Lines

ITC's Packaging Business has 3 major product lines

 Carton Board Packaging

 Printed Cartons

 Fluted cartons

 Flexible Packaging

 Tobacco Packaging

Carton Board Packaging : ITC occupies a

leadership position in catering to the needs of the liquor, mobile
phones & food. ITC offers a range of value additions for carton
board packaging such as UV offset printing, Foil Stamping,
Embossing, Window patching & lined cartons, etc.
 Flexible Packaging : is an area of high
growth, supported with investments in technology and equipments
from world class suppliers. ITC offers a completely integrated
solution for laminates from Pre-press, In-house Blown Film, Cast
film, Extrusion Lamination, Hot Melt Coating, specialty pouching
and bag making. This is backed by in house cylinder making and pre
press support.
Tobacco packaging : ITC offers a range of
products line including flip top boxes
(Square, Round, Beveled and Pillow Pack
Hinge lids etc), Outers, Soft Cup labels,
Pack inserts, Printed cork tipping, printed
overwraps, inner frames. ITC makes value
added shoulder boxes for cigars and cigarettes. ITC supplies
packaging for over 80 billion cigarettes a year domestically, and
supplies packaging for 15 billion cigarette sticks a year for the
export market to leading tobacco majors.
Innovation & New Product Development

ITC has enhanced the value of some of the most favoured brands
with superior look-and-feel packaging, using the best raw materials
and process combinations, and an in-house pre-press Design Centre.

A Product Introduction Process team pioneers packaging

innovations. The team uses a unique process to pilot the client's
packaging through its manufacturing system. Specifications are
evolved based on clients' needs based on which a variety of
packaging solutions is generated. The efficacy of the packaging is
tested simulating the client's factory conditions. ITC has
contemporary laboratories for its 3 product lines for testing
packaging requirements.
Green Packaging
ITC Packaging has pioneered offering of Green Packaging which
includes usage of raw material from sustainable sources and
conversion of the same in a facility which is 100% powered by
renewable energy (Wind Energy). This clean energy initiative along
with the other sustainability initiatives helps the Packaging
Business to significantly contribute to ITC being a carbon Positive,
Water Positive and Solid Waste Recycling Positive Company.

Agri Commodities & Rural Services

ITC's pre-eminent position as one of India's leading corporates in
the agricultural sector is based on strong and enduring farmer
partnerships that has revolutionized and transformed the rural
agricultural sector. A unique rural digital infrastructure network,
coupled with deep understanding of agricultural practices and
intensive research, has built a competitive and efficient supply
chain that creates and delivers immense value across the
agricultural value chain. One of the largest exporters of agri
products from the country, ITC sources the finest of Indian Feed
Ingredients, Food Grains, Marine Products, Processed Fruits, Coffee
& Spices.

ITC's Agri Business Division is the country's second largest exporter

of agri-products. It currently focuses on exports and domestic
trading of:

 Feed Ingredients - Soyameal

 Food Grains - Rice (Basmati), Wheat

 Marine Products - Shrimps and Prawns

 Processed Fruits - Fruit Purees/Concentrates, IQF/Frozen Fruits,
Organic Fruit Products, Fresh Fruits

 Coffee & Spices - Coffee, Black Pepper, Chilly, Turmeric,

Ginger, Celery and other Seed Spices

Farmer empowerment through e-Choupals

ITC's unique strength in this

business is the extensive backward linkages it has established with
the farmers. This networking with the farming community has
enabled ITC to build a highly cost effective procurement system.
ITC has made significant investments in web-enabling the Indian
farmer. Christened 'e-Choupal', ITC's empowerment plan for the
farmer centres around providing Internet kiosks in villages. Farmers
use this technology infrastructure to access on-line information
from ITC's farmer-friendly website www.echoupal.com. Data
accessed by the farmers relate to the weather, crop conditions,
best practices in farming, ruling international prices and a host of
other relevant information.
e-Choupal today is the world's largest rural digital infrastructure.

The unique e-Choupal model creates a significant two-way multi-

dimensional channel which can efficiently carry products and
services into and out of rural India, while recovering the associated
costs through agri-sourcing led efficiencies. This initiative now
comprises about 6500 installations covering nearly 40,000 villages
and serving over 4 million farmers. Currently, the 'e-Choupal'
website provides information to farmers across the 10 States of
Madhya Pradesh, Haryana, Uttarakhand, Uttar Pradesh, Rajasthan,
Karnataka, Maharashtra, Andhra Pradesh and Tamil Nadu. Over the
next 5 years it is ITC's Vision to create a network of 20,000 e-
Choupals, thereby extending coverage to 100,000 villages
representing one sixth of rural India.

Supporting the e-Choupal network are ITC's procurement teams,

handling agents and contemporary warehousing facilities across
India, enabling its Agri Business to source identity-preserved
merchandise even at short notice. ITC's processors are handpicked,
reliable high quality outfits who ensure hygienic processing and
modern packaging. Strict quality control is exercised at each stage
to preserve the natural flavour, taste and aroma of the various agri
products.

Choupal Saagar

Following the success of the e-

Choupal, the Company launched Choupal Saagar, a physical
infrastructure hub that comprises collection and storage facilities
and a unique rural hypermarket that offers multiple services under
one roof. This landmark infrastructure, which has set new
benchmarks for rural consumers also incorporates farmer
facilitation centres with services such as sourcing, training, soil
testing, health clinic, cafeteria, banking, investment services, fuel
station etc. 24 'Choupal Saagars' have commenced operations in the
states of Madhya Pradesh, Maharashtra and Uttar Pradesh. ITC is
engaged in scaling up the rural retailing initiative to establish a
chain of 100 Choupal Saagars in the near future.

Choupal Fresh
 Choupal Fresh, ITC's fresh food
wholesale and retail initiative, leverages its extensive backward
linkages with farmers and supply chain efficiencies. It focuses on
stocking fresh horticulture produce like fresh fruits and vegetables.
Choupal Fresh retail stores are currently operational at Hyderabad.
The company has also set up a complete cold chain for ensuring the
availability of fresh products in the market, besides directly
sourcing farm fresh produce from the farmers.

Choupal Pradarshan Khet

In line with its mission of

improving the quality of life in rural India, ITC's Agri Business has
launched a flagship extension programme called 'Choupal
Pradarshan Khet' (CPK) or demonstration plots to help farmers
enhance farm productivity by adopting agricultural best practices.
Started in 2005-06, the crop portfolio includes soya, paddy, cotton,
maize, bajra, wheat, gram, mustard, sunflower and potato. This
initiative, has covered over 70,000 hectares and has a multiplier
impact and reaches out to 1.6 million farmers.

Processed Fruits
In line with its strategy of achieving a higher order of value
capture, the business also focuses on the value added segment,
steadily enhancing its basket of offerings with several new
products. These include frozen foods, IQF (individually quick
frozen) fruits, niche products like baby-food quality purees and
high brix pulp and organic purees. ITC seeks to focus on this
segment and exploit the market opportunity for tropical fruits and
fruit products, where India has a natural advantage of growing the
complete range, including exotic varieties. In Processed Fruits
category, ITC exports from HACCP certified plants to Western
Europe, North Africa, West Asia, Japan and North America, a wide
range of Processed Fruit products made from Mango (Alphonso,
Kesar & Totapuri), Guava, Papaya and Pomegranate. ITC is the
leading Indian exporter of Organic Fruit Products certified to
European (EC 2092/91) and US (NOP) Standards.

Fresh Table Grapes & Pomegranates are sourced from ITC's

EUREPGAP certified farmer groups & retailed through prominent
supermarkets like Sainsbury's and Albert Heijn in Europe and Daiei
in Japan.

Marine Products

ITC has been a significant exporter of seafood from India since

1971. It exports frozen as well as cooked shrimps and other seafood
products to Japan, USA and Europe. Its well-known brands include
Gold Ribbon, Blue Ribbon, Aqua Kings, Aqua Bay, Aqua Feast and
Peninsular.

A Customer Centric Approach

ITC's Agri Business Division continues to use innovation as its core

strategy to retain its position as the one-stop shop for sourcing
agri-commodities from India. Besides setting benchmarks in
quality, reliability and value-added services, ITC is a trendsetter in
customer care particularly in commodity trading. Major customers
include Cargill, Marubeni, Toepfer, among others, who source
agriculture commodities and food products from India. Customers
can log onto www.itcabd.com, and readily access information on
crop production and forecast, market updates, the latest shipment
status and the prevailing foreign exchange rates.

Sourcing for ITC

ITC's Agri business is progressively aligning its commodity portfolio

with the sourcing needs of the Company's Foods business to
generate higher order value from its agri procurement
infrastructure. The business has commenced procurement of
chipstock potatoes, one of the critical raw materials in the
manufacture of the Company's 'Bingo!' brand of potato chips. The
acquisition of Technico, an Australian company with technology
leadership in the production of early generation seed potatoes,
helped the business access a ready pipeline of new high-yielding
varieties of chipstock potato seeds

Information Technology
Formed in 2000, ITC Infotech has today carved a niche for itself in
the arena of global IT services and solutions. The company has
established technology Centers of Excellence (CoE) to deepen
capabilities and incubate cutting-edge technical competencies. A
robust outsourcing model, comprehensive suite of differentiated
solutions & services and focus on excellence in execution has
provided the company a leadership position in chosen domains.

ITC Infotech’s customer centric go-to-market approach is organized

by industry verticals. The company services industries including,
Banking Financial Services & Insurance (BFSI), Consumer
Packaged Goods (CPG), Retail, Manufacturing, Engineering
Services, Media & Entertainment, Travel, Hospitality, Life
Sciences and Transportation & Logistics.
 The company enjoys the rare advantage
of having a practitioner's expertise in some of these industry
verticals, which has in part been bequeathed by parent ITC
Limited, which runs market leading businesses in these verticals.
While an enterprise range of technology capabilities and world
class quality processes form the foundation of ITC Infotech's
cutting-edge IT service strength, a sharp domain focus ensures that
IT services delivery always places business needs ahead of
technology.

ITC Infotech provides IT solutions by addressing customer pain

points through innovative solutions, optimizing their IT landscape
and maximizing returns from IT investments. The company focuses
on developing deep and differentiated capabilities to enhance
expertise in specific industry domains, business solutions and
technologies. This steadfast focus on delivering enduring value to
customers has formed the bedrock of the ITC Infotech’s growth
strategy. The company has been successful in attaining
differentiation in niches and continues to gain competitive
advantage and strengthen market standing. ITC Infotech's
leadership capabilities also accrue from business critical
engagements with leading organisations across five continents, and
a service delivery footprint spanning over 140 countries.

ITC Infotech conforms to the highest standards in international

process quality, with ISO 27001, ISO 9001, CMMi Level 3 and BS
7799 accreditations. These reflect the company's ongoing
enterprise-wide focus to ensure that every engagement, program
and project delivers international quality consistently.

People first
 ITC Infotech nurtures its employees through
numerous training and development programmes to help them
actualize their potential. The overarching objective is to ensure for
each individual, a wholesome and challenging job profile, thereby
constantly aligning individual aspirations to organizational needs.
ITC Infotech offers global careers, global exposure and a diversity
of opportunities to create business and technology leaders of
tomorrow.

The company became the first Indian IT company to receive the

prestigious Social Accountability (SA) 8000:2008 certification.
SA8000 is widely accepted as the most viable and comprehensive
international workplace management system.

Industry Recognition

Premier analyst and market research agencies have recognized ITC

Infotech's position as the preferred IT partner. The company has
been:

 Featured amongst Top 100 Global Outsourcing Companies in

the Leaders category - International Association of
Outsourcing Professionals

 Ranked amongst Top 10 Specialty Application Development

Providers - Global Services, CMP Media

 Named amongst major Indian global service providers for PLM

implementation and engineering services - ARC Advisory

 Listed as a leading Player in CRM & CPG Space, and

mentioned amongst top service providers for Radio
Frequency Identification (RFID) and SAP - Forrester

 Featured among cool vendors in application services, hype

cycle for IT Outsourcing and mentioned in reports on PLM
Services Providers - Gartner
 Referred to as a Key Offshore Testing Services Provider -
AMR Research

ITC Infotech won the Architecture Award of

Excellence 2010 from Steve Towers & John Zachman, acclaimed
pioneers in the field of BPM & EAI.

Group Companies
content
 INTRODUCTION
 STRENGTHS
 WEAKNESS
 OPPORTUNITIES
 THREATS
 PRODUCTS
 fmcg
 Foods
 Lifestyle Retailing
 Personal Care
 Education and Stationery
 Safety Matches
 Agarbattis

 Hotels

 Paperboards and Packaging

 Paperboards and
 Specialty Papers -
 Packaging –

 Agri Business
 Agri Commodities & Rural
Services -
 e-Choupal -
 Leaf Tobacco, Spices
 & Agri Inputs -
 Information Technology

 Group Companies

Acknowledgment
I would like to express my special thanks of gratitude to
my teacher Mrs. _______ as well as our chairman
_______ who gave me the golden opportunity to do this
wonderful project on the topic product analysis of ITC,
which also helped me in doing a lot of Research and i
came to know about so many new things. I am really
thankful to them.

Secondly I would also like to thank my friends who

helped me a lot in finishing this project within the
limited time.

I am making this project not only for marks but to also

increase my knowledge .
THANKS AGAIN TO ALL WHO HELPED ME.