ITC: Building World-Class Brands for India

FMCG HOTELS PAPERBOARDS & PACKAGING AGRI BUSINESS INFORMATION TECHNOLOGY

www.itcportal.com
Building World-Class Brands for India

A countrys brands are a reflection of its competitive strengths

and a manifestation of its innovation and intellectual capacity.
I strongly believe that a countrys economic capacity
is significantly enriched when its institutions build and own
internationally competitive brands. Winning brands serve
as market anchors to support the competitiveness of the
entire value chains of which they are a part. Strong domestic
brands create much larger value since they create, capture
and retain value within the country. ITC takes justifiable pride
in creating world-class Indian brands that have demonstrated
immense vitality in the global Indian market place.

Y C Deveshwar
Chairman, ITC Limited
ITCs Brands:
Powering Economic Growth
Winning brands are the badge of a countrys economic competitiveness.
Brands capture value for the nation in numerous ways creating
intellectual capital, boosting R&D and innovation, creating large-scale
livelihoods by empowering value chains, investing in physical infrastructure
and expanding markets.

ITC is today proud to have created over 50 energetic and popular

brands across categories that delight millions of households and support
and sustain over 5 million livelihoods across India. Within a relatively
short span of time, ITC has established vital brands across diverse
businesses that include branded packaged foods, personal care,
education & stationery products, incense sticks and safety matches,
lifestyle apparel and hotels. Each of ITCs brands has today garnered
significant market standing in the global Indian marketplace.

ITC Hotels, with its credo of Responsible Luxury, stands apart not
only for its exquisite signature properties, cuisine and service excellence
but also for being the greenest luxury hotel chain in the world. ITCs
hotels business also contributes to the countrys tourism landscape
and livelihood creation through its other high quality offerings embodied
in the WelcomHotels, Fortune and WelcomHeritage brands. ITCs hotels
have pioneered the concept of branded cuisine in India with globally
acclaimed restaurants including Bukhara, Dum Pukht and Dakshin.
ITC has also set new benchmarks in wellness with its Kaya Kalp Spa
brand that offers a new dimension in luxury and an enriching experience.
Branded Packaged
FoodsWinning consumer preference in fast growing consumption categories,
supporting round the year productivity for millions of farmers

Atta, Salt, Spices,

Instant Mixes, Ready Meals
Offering nothing but the best for
the Indian household, ingredients
for Aashirvaad products are carefully
hand-picked and processed with love
and care. Aashirvaad offers superior
products in the categories of atta,
salt, spices, instant mixes and ready
meals.
Biscuits, Gourmet Cookies

Straddling all segments in the

biscuit category, Sunfeast offers
high quality products in exciting
and innovative formats, reinforcing
ITCs commitment to delivering
a world-class product experience
to the discerning consumer.
Branded Packaged
Foods
Instant Noodles, Instant Pasta
Sunfeast Yippee! continues to
wow consumers across the country.
Its unique round block and long,
slurpy and non-sticky noodles have
created consumer delight. The range
is available in 3 flavours of Magic,
Classic and the newly launched
Chinese Masala.
Sunfeast Pasta Treat continues to
offer a delicious and nutritious range
of Pasta products in 4 different
flavours.
Ready-to-eat Gourmet Cuisine,
Masala Mixes, Chutneys,
Conserves
Kitchens of India offers authentic
gourmet Indian dishes from across
the country, crafted by the Master
Chefs of ITC Hotels, which enable
consumers to recreate an exclusive
fine-dining experience in their own
homes. The delectable range spans
vegetarian and non-vegetarian ready-
to-eat dishes, masala mixes, chutneys
and conserves. The entire range is
made with 100% natural ingredients
and is free of preservatives.
 Potato Chips, Indian Finger Snacks
Associated with youth,
fun and excitement,
Bingo! offers multiple
variants of potato chips
and finger snacks to fulfil
the Indian consumers
need for variety and
novelty with innovative
formats and irresistible
combinations in flavours.

Confectionery

A mouth-watering range
of toffees, candies and
mints, in a wide variety
of formats and flavours
which delight consumers
of all ages.
Personal Care
Products A range of bath and grooming products that have redefined
consumer perceptions and preferences through world-class
offerings crafted for India

Fine Fragrances, Hair & Body Shampoos,

Bathing Bars, Deodorants, After Shave Lotion

Essenza Di Wills personifies innate

style with its exclusive range of
fine fragrances and personal care
products. The brand unites distinct
craftsmanship and passion and is
an embodiment of fine living.

Shower Gels, Bathing Bars, Face Washes,

Shampoos, Conditioners, Serum, Talc

Fiama Di Wills offers a range of

expert solutions designed to make
consumers look and feel young.
With innovation at its core, Fiama
Di Wills offers an enviable portfolio
of products developed through
years of scientific research at
Laboratoire Naturel.
 Soaps, Body Washes, Face Washes,
Shampoos, Moisturiser, Body Lotion, Creams

Adjudged as one of the

most exciting brands in the
Personal Care segment in India,
Vivel has built a strong consumer
franchise with its portfolio of
bath care and skin care products.
With a range of innovative
products that offer differentiated
benefits, Vivel instils confidence
in consumers to fulfil their dreams.

Deodorants

ITCs latest addition in Personal

Care Products, Engage is one
of Indias first ranges of couple
deodorants. This range of paired
deodorants for men and women
is crafted to enhance personal
grooming and confidence with
24-hour freshness.
Lifestyle Apparel
Differentiated offerings across several premium
product platforms

Formal Wear,
Casual Wear,
Evening Wear,
Designer Wear

Synonymous with elegance and

style that is effortless and chic,
Wills Lifestyle presents a premium
fashion wardrobe for men and
women. With a tempting choice
of Wills Classic formal wear, Wills
Sport relaxed wear, Wills Clublife
evening wear and Wills Signature
designer wear, Wills Lifestyle offers Formals, Casuals, Jeans,
a truly delightful shopping experience Accessories
for the discerning customer.

John Players embodies the spirit of

the modern youth that is playful,
fashionable and cool. John Players
presents a complete wardrobe
incorporating the most
contemporary trends in an exciting
mix of colours, styling and fits.

johnplayers.jeans is the new

language for the fashion-forward
youth, featuring an innovative
collection of denims and casual
wear in edgy styling, bold patterns
and contemporary fits.
 Education & Stationery
Products Offering the greenest range of stationery products,
supported by a green wood fibre supply chain that
supports the spread of education among rural communities

Notebooks, Writing Instruments,

Precision Instruments
Indias No.1 notebooks
Premium Notebooks, Pens brand built on a
meticulous understanding Colour Crew
Paperkraft is the leading
of consumer needs, The new brand of
provider of premium executive
Classmates expanding art stationery from
and office paper stationery
portfolio today also Classmate that offers
including notebook ranges
includes pens, wood-cased an exciting range of
of Green Impression and
& mechanical pencils, superior quality student
Signature Series as well as an
geometry box sets, art materials which
assortment of premium pens.
erasers, sharpeners and includes non-toxic colour
scales. pencils, wax crayons
and sketch pens.
Incense Sticks &
Safety Matches
Innovative business models that generate livelihood opportunities
for rural women and raise the competitiveness of small and
cottage enterprises

Incense Sticks
With a diverse range of enchanting
fragrances, Mangaldeep agarbattis
are sourced from small-scale and
cottage units, thereby providing
livelihood opportunities for more
than 14,000 rural women.

Safety Matches

A range of safety matches that

includes popular brands like Aim,
Aim Special, Aim Premium and
i Kno to effectively address the
needs of different consumer
segments. The Safety Matches are
sourced from small-scale units.
 ITCs Brands:
Anchoring Inclusive Growth
ITCs Brands:
Empowering Value Chains
A conscious strategy to drive the competitiveness
of value chains linked to its businesses enables
ITC to make a more enduring contribution to
national economic development. ITCs winning
brands drive synergies to make these value
chains sustainable and inclusive. At the same
time, by nurturing and strengthening these
value chains, ITC adds a unique source of
competitive strength to its brands.

ITCs e-Choupal, Social & Farm Forestry,

Womens Empowerment and Livestock
Development Programmes are prime examples
of sustainability initiatives that create livelihoods
and environmental assets among rural, often
marginal, communities.

ITC e-Choupal
A very successful example of value chain
augmentation is the ITC e-Choupal initiative that
empowers over 4 million farmers, while at the same
time providing significant competitive advantage in
procuring raw material for ITCs Foods business
be it for Aashirvaad atta produced from handpicked
whole wheat, quality-assured Aashirvaad spices or
superior chipstock potatoes for Bingo! snack foods.

ITC Choupal
Social & Farm Forestry
Renewable plantations cultivated under this initiative enable
ITC to offer the greenest paper and paperboards products
manifest in stationery brands such as Classmate and Paperkraft.
The bedrock of this initiative is the development and greening
of more than 1,50,000 hectares including wastelands, which
has also provided over 70 million person-days of employment
to poor tribal communities and marginal farmers.
 ITC Choupal
Livestock Development
The ITC Choupal Livestock Development Programme,
a CSR initiative to promote off-farm livelihood options
for farmers has scaled up to provide animal
husbandry services to more than 8,00,000 milch
animals. In the future, the increasing milk yields
will not only provide significant livelihood
opportunities but also support a competitive and
sustainable dairy value chain.

ITC Choupal
Womens Empowerment
The linkage of ITC Choupal Womens Empowerment
Programmes to ITCs Agarbattis business with the
brand Mangaldeep is yet another unique example
of livelihood creation through competitive value
chains. These programmes have provided gainful
employment to over 20,000 rural women.
ITCs Brands:
Investing in World-Class
Infrastructure for the
Nation
An aspect central to ITCs capability to
constantly craft and deliver best-in-class brands
and products is creating top-notch physical
infrastructure in the form of state-of-the-art
manufacturing facilities. Significant investments
made in creating world-class manufacturing
infrastructure across India provide ITCs brands
the much required competitive edge in terms
of scale, quality and time-to-market whilst
ensuring rigorous standards of safety and
hygiene. As a manifestation of ITCs exemplary
efforts towards sustainable growth, several of
ITCs factories have also received the Platinum
Green Factory Building Rating from the Indian
Green Building Council.

ITCs investment-led business growth strategy

includes over 60 ongoing infrastructure projects
in the country, spanning luxury hotels, globally
benchmarked factories, warehouses, R&D,
office and residential complexes.
ITCs Brands:
Creating Sustainable Livelihoods through a
Robust Distribution Network
Continued focus on supply chain improvements
at ITC not only enhances market servicing but
also generates significant livelihood opportunities.
Substantial investments have been made in
augmenting distribution infrastructure to support
a larger scale of operations in the wake of
growing volumes and to ensure the
competitiveness of ITCs brands in the market
place. Leveraging its unmatched distribution
infrastructure and reaching consumers even in
has today enhanced the market standing and
consumer franchise of all its brands.

This supply chain infrastructure has reinforced

its competitive capability significantly to ensure
visibility, availability and freshness. ITCs brands
are today available in more than 1,000 Stock
Keeping Units (SKUs) at nearly 6 million retail
outlets in the country. ITCs formidable distribution
organisation directly services more than 2 million
of these retail outlets. This elaborate network
provides significant sustainable livelihoods.
ITCs Brands:
Innovating for India
ITCs strong portfolio of brands and products is supported
by well-defined research and development strategies executed
by the dedicated state-of-the-art ITC Life Sciences and
Technology Centre in Bengaluru.

Innovation has always been integral to ITCs DNA, the

foundation for the unique and differentiated value propositions
that it has crafted over the years. Since 1983, ITC R&D
Centre in Bengaluru has played a crucial role in building this
capability, creating products and solutions that sustain the
Companys competitive advantage.

Now rebranded as ITC Life Sciences and Technology Centre,

this new beginning highlights its integral part in keeping the
Company future-ready and driving its game-changing
businesses of the future. It also reflects the Centres new
mandate to go beyond supporting and improving ITCs
existing products and services and create innovations that
not only meet but anticipate consumer needs.

ITCs ambitious agenda of sharpening its competitive edge

in an enormously challenging marketplace demands better
products that can positively impact consumers lives, demands
solutions that effectively deliver care and wellness to
consumers, demands products and services that are world-
class and a byword for excellence. It is here that the Centre
endeavours to develop path-breaking solutions that blend
science, research and technology to enhance not just product
experience but overall quality of life.
 A multi-business conglomerate

FMCG Hotels Paperboards & Packaging

Agri Business Information Technology

Powered by the vitality of world-class Indian brands

Market Capitalisation of over $ 45 billion

Exemplar in Sustainability Initiatives

The Only Company in the world to be

Carbon Positive Water Positive
Solid Waste Recycling Positive

Worlds greenest luxury hotel chain

All ITCs premium luxury hotels
are LEED* Platinum certified

Over 41.5% of ITCs total energy consumption

is from renewable sources

Creating 5 million sustainable livelihoods

Lets put India first

*Leadership in Energy and Environmental Design

www.itcportal.com
December 2013 Issue 1