Post on 09-Mar-2015
transcript
History and Evolution
ITC was incorporated on August 24, 1910 under the name Imperial Tobacco Company of India Limited.
As the Company's ownership progressively Indianised, the name of the Company was changed from
Imperial Tobacco Company of India Limited to India Tobacco Company Limited in 1970 and
then to I.T.C. Limited in 1974. In recognition of the Company's multi-business portfolio
encompassing a wide range of businesses - Cigarettes & Tobacco, Hotels, Information Technology,
Packaging, Paperboards & Specialty Papers, Agri-business, Foods, Lifestyle Retailing, Education &
Stationery and Personal Care - the full stops in the Company's name were removed effective
September 18, 2001. The Company now stands rechristened 'ITC Limited'.
The Company’s beginnings were humble. A leased office on Radha Bazar Lane, Kolkata, was the centre
of the Company's existence. The Company celebrated its 16th birthday on August 24, 1926, by
purchasing the plot of land situated at 37, Chowringhee, (now renamed J.L. Nehru Road) Kolkata, for
the sum of Rs 310,000. This decision of the Company was historic in more ways than one. It was to
mark the beginning of a long and eventful journey into India's future. The Company's headquarter
building, 'Virginia House', which came up on that plot of land two years later, would go on to become
one of Kolkata's most venerated landmarks.
Though the first six decades of the Company's existence were primarily devoted to the growth and
consolidation of the Cigarettes and Leaf Tobacco businesses, the Seventies witnessed the
beginnings of a corporate transformation that would usher in momentous changes in the life of the
Company.
ITC's Packaging & Printing Business was set up in 1925 as a strategic backward integration for
ITC's Cigarettes business. It is today India's most sophisticated packaging house.
In 1975 the Company launched its Hotels business with the acquisition of a hotel in Chennai which
was rechristened 'ITC-Welcomgroup Hotel Chola'. The objective of ITC's entry into the hotels
business was rooted in the concept of creating value for the nation. ITC chose the hotels business for
its potential to earn high levels of foreign exchange, create tourism infrastructure and generate large
scale direct and indirect employment. Since then ITC's Hotels business has grown to occupy a position
of leadership, with over 100 owned and managed properties spread across India.
In 1979, ITC entered the Paperboards business by promoting ITC Bhadrachalam Paperboards
Limited, which today has become the market leader in India. Bhadrachalam Paperboards amalgamated
with the Company effective March 13, 2002 and became a Division of the Company, Bhadrachalam
Paperboards Division. In November 2002, this division merged with the Company's Tribeni Tissues
Division to form the Paperboards & Specialty Papers Division. ITC's paperboards' technology,
productivity, quality and manufacturing processes are comparable to the best in the world. It has also
made an immense contribution to the development of Sarapaka, an economically backward area in the
state of Andhra Pradesh. It is directly involved in education, environmental protection and community
development. In 2004, ITC acquired the paperboard manufacturing facility of BILT Industrial Packaging
Co. Ltd (BIPCO), near Coimbatore, Tamil Nadu. The Kovai Unit allows ITC to improve customer service
with reduced lead time and a wider product range.
In 1985, ITC set up Surya Tobacco Co. in Nepal as an Indo-Nepal and British joint venture. Since
inception, its shares have been held by ITC, British American Tobacco and various independent
shareholders in Nepal. In August 2002, Surya Tobacco became a subsidiary of ITC Limited and its name
was changed to Surya Nepal Private Limited (Surya Nepal).
In 1990, ITC acquired Tribeni Tissues Limited, a Specialty paper manufacturing company and a major
supplier of tissue paper to the cigarette industry. The merged entity was named the Tribeni Tissues
Division (TTD). To harness strategic and operational synergies, TTD was merged with the
Bhadrachalam Paperboards Division to form the Paperboards & Specialty Papers Division in
November 2002.
Also in 1990, leveraging its agri-sourcing competency, ITC set up the Agri Business Division for
export of agri-commodities. The Division is today one of India's largest exporters. ITC's unique and now
widely acknowledged e-Choupal initiative began in 2000 with soya farmers in Madhya Pradesh. Now it
extends to 10 states covering over 4 million farmers. ITC's first rural mall, christened 'Choupal Saagar'
was inaugurated in August 2004 at Sehore. On the rural retail front, 24 'Choupal Saagars' are now
operational in the 3 states of Madhya Pradesh, Maharashtra and Uttar Pradesh.
In 2000, ITC forayed into the Greeting, Gifting and Stationery products business with the launch of
Expressions range of greeting cards. A line of premium range of notebooks under brand “Paperkraft”
was launched in 2002. To augment its offering and to reach a wider student population, the popular
range of notebooks was launched under brand “Classmate” in 2003. “Classmate” over the years
has grown to become India’s largest notebook brand and has also increased its portfolio to occupy
a greater share of the school bag. Years 2007- 2009 saw the launch of Children Books, Slam Books,
Geometry Boxes, Pens and Pencils under the “Classmate” brand. In 2008, ITC repositioned the
business as the Education and Stationery Products Business and launched India's first environment
friendly premium business paper under the “Paperkraft” Brand. “Paperkraft” offers a diverse
portfolio in the premium executive stationery and office consumables segment. Paperkraft entered
new categories in the office consumable segment with the launch of Textliners, Permanent Ink Markers
and White Board Markers in 2009.
ITC also entered the Lifestyle Retailing business with the Wills Sport range of international quality
relaxed wear for men and women in 2000. The Wills Lifestyle chain of exclusive stores later expanded
its range to include Wills Classic formal wear (2002) and Wills Clublife evening wear (2003). ITC
also initiated a foray into the popular segment with its men's wear brand, John Players, in 2002. In
2006, Wills Lifestyle became title partner of the country's most premier fashion event - Wills Lifestyle
India Fashion Week - that has gained recognition from buyers and retailers as the single largest B-2-
B platform for the Fashion Design industry. To mark the occasion, ITC launched a special 'Celebration
Series', taking the event forward to consumers.
In 2000, ITC spun off its information technology business into a wholly owned subsidiary, ITC Infotech
India Limited, to more aggressively pursue emerging opportunities in this area. Today ITC Infotech is
one of India’s fastest growing global IT and IT-enabled services companies and has established itself as
a key player in offshore outsourcing, providing outsourced IT solutions and services to leading global
customers across key focus verticals - Manufacturing, BFSI (Banking, Financial Services & Insurance),
CPG&R (Consumer Packaged Goods & Retail), THT (Travel, Hospitality and Transportation) and Media &
Entertainment.
ITC's foray into the Foods business is an outstanding example of successfully blending multiple internal
competencies to create a new driver of business growth. It began in August 2001 with the introduction
of 'Kitchens of India' ready-to-eat Indian gourmet dishes. In 2002, ITC entered the confectionery and
staples segments with the launch of the brands mint-o and Candyman confectionery and
Aashirvaad atta (wheat flour). 2003 witnessed the introduction of Sunfeast as the Company entered
the biscuits segment. ITC's entered the fast growing branded snacks category with Bingo! in 2007. In
eight years, the Foods business has grown to a significant size with over 200 differentiated products
under six distinctive brands, with an enviable distribution reach, a rapidly growing market share and a
solid market standing.
In 2002, ITC's philosophy of contributing to enhancing the competitiveness of the entire value chain
found yet another expression in the Safety Matches initiative. ITC now markets popular safety
matches brands like iKno, Mangaldeep, Aim, Aim Mega and Aim Metro.
ITC's foray into the marketing of Agarbattis (incense sticks) in 2003 marked the manifestation of its
partnership with the cottage sector. ITC's popular agarbattis brands include Spriha and Mangaldeep
across a range of fragrances like Rose, Jasmine, Bouquet, Sandalwood, Madhur, Sambrani and
Nagchampa.
ITC introduced Essenza Di Wills, an exclusive range of fine fragrances and bath & body care products
for men and women in July 2005. Inizio, the signature range under Essenza Di Wills provides a
comprehensive grooming regimen with distinct lines for men (Inizio Homme) and women (Inizio
Femme). Continuing with its tradition of bringing world class products to Indian consumers the
Company launched 'Fiama Di Wills', a premium range of Shampoos, Shower Gels and Soaps in
September, October and December 2007 respectively. The Company also launched the 'Superia'
range of Soaps and Shampoos in the mass-market segment at select markets in October 2007 and
Vivel De Wills & Vivel range of soaps in February and Vivel range of shampoos in June 2008.
Core Values
ITC's Core Values are aimed at developing a customer-focused, high-performance organisation which
creates value for all its stakeholders:
Trusteeship
As professional managers, we are conscious that ITC has been given to us in "trust" by all our
stakeholders. We will actualise stakeholder value and interest on a long term sustainable basis.
Customer Focus
We are always customer focused and will deliver what the customer needs in terms of value, quality
and satisfaction.
Respect For People
We are result oriented, setting high performance standards for ourselves as individuals and teams.
We will simultaneously respect and value people and uphold humanness and human dignity.
We acknowledge that every individual brings different perspectives and capabilities to the team and
that a strong team is founded on a variety of perspectives.
We want individuals to dream, value differences, create and experiment in pursuit of opportunities and
achieve leadership through teamwork.
Excellence
We do what is right, do it well and win. We will strive for excellence in whatever we do.
Innovation
We will constantly pursue newer and better processes, products, services and management practices.
Nation Orientation
We are aware of our responsibility to generate economic value for the Nation. In pursuit of our goals,
we will make no compromise in complying with applicable laws and regulations at all levels.
The ITC Vision & Mission
Sustain ITC's position as one of
India's most valuable corporations
through world class performance,
creating growing value for the Indian
economy and the Company’s
stakeholders
To enhance the wealth generating
capability of the enterprise in a
globalising environment,
delivering superior and sustainable
stakeholder value
Code of Conduct
Applicable to all directors, senior management and employees of the Company
Preamble
ITC’s Code of Conduct was circulated to the employees more than five years back and is posted on the
Company’s corporate website. This Code has now been re-drafted for better presentation. This Code is
derived from three interlinked fundamental principles, viz. good corporate governance, good corporate
citizenship and exemplary personal conduct.
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Philosophy
ITC is a professionally managed organisation and the core value underlying our corporate philosophy is
"trusteeship". We believe this organisation has been handed to us by the various stakeholders in
"trust" and we as professionals are the "trustees" of these stakeholders. It is therefore our
responsibility to ensure that the organisation is managed in a manner that protects and furthers the
interests of our stakeholders. We recognise society as an important stakeholder in this enterprise and
therefore it is part of our responsibility to practise good corporate citizenship.
It is also our belief that in order to serve the interests of our stakeholders in perpetuity, we must build
ITC into an institution whose dynamism and vitality are anchored in its core values.
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Corporate Governance Policy
The Corporate Governance Policy is the apex level instrument guiding conduct of the affairs of the
Company and clearly delineates the roles, responsibilities and authorities of the key entities in the
governance structure of the Company. This Code forms an integral part of the Company’s Governance
Policy. The directors, senior management and employees must adhere to the Corporate Governance
Policy of the Company.
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Good Corporate Citizenship
In the conduct of the Company’s business, the practice of good corporate citizenship is a prerequisite
and embraces the following:
Dealing with People in the Organisation
In dealing with each other, directors, senior management and employees shall uphold the values which
are at the core of our HR Philosophy - trust, teamwork, mutuality and collaboration, meritocracy,
objectivity, self respect and human dignity. Indeed, these values form the basis of our HR
management systems and processes. In selection and recruitment, while meritocracy will be a prime
criterion, managers will scrupulously consider all factors that go towards securing the interests of the
Company. ITC will focus on meritocracy, equity and upholding of Company values in all people
processes including performance management systems, appraisals, remuneration and rewards.
A Gender Friendly Workplace
As a good corporate citizen, ITC is committed to a gender friendly workplace. It seeks to enhance equal
opportunities for men and women, prevent/stop/redress sexual harassment at the workplace and
institute good employment practices.
Sexual harassment includes unwelcome sexually determined behaviour such as: unwelcome physical
contact; a demand or request for sexual favours; sexually coloured remarks; showing pornography and
any other unwelcome physical, verbal or non-verbal conduct of a sexual nature.
ITC maintains an open door for reportees; encourages employees to report any harassment concerns
and is responsive to employee complaints about harassment or other unwelcome and offensive
conduct. A Grievance Committee on Gender Issues has been constituted to enquire into complaints and to
recommend appropriate action, wherever required.
ITC demands, demonstrates and promotes professional behaviour and respectful treatment of all
employees.
Relationships with Suppliers and Customers
All directors, senior management and employees shall ensure that in their dealings with suppliers and
customers, the Company’s interests are never compromised. Accepting gifts and presents of more
than a nominal value, gratuity payments and other payments from suppliers or customers will be
viewed as serious breach of discipline as this could lead to compromising the Company’s interests.
Legal Compliance
It is the Company’s policy to comply fully with all applicable laws and regulations. Ensuring legal and
regulatory compliance is the responsibility of the Chief Executives of the Businesses and the Divisional
Management Committees. The Company cannot accept practices which are unlawful or may be
damaging to its reputation. Divisional Management Committees must satisfy themselves that sound
and adequate arrangements exist to ensure that they comply with the legal and regulatory
requirements impacting each business and identify and respond to developments in the regulatory
environment in which they operate. In the event the implication of any law is not clear, the Company’s
Legal Department shall be consulted for advice.
Health and Safety
The Company attaches great importance to a healthy and safe work environment. ITC is committed to
provide good physical working conditions and encourages high standards of hygiene and
housekeeping. Particular attention should be paid to training of employees to increase safety
awareness and adoption of safe working methods, particularly designed to prevent serious or fatal
accidents.
Environment Policies
The Company believes that commitment to sustainable development is a key component of
responsible corporate citizenship and therefore deserves to be accorded the highest priority.
Accordingly, the Company is committed to Best Practices in environmental matters arising out of its
business activities and expects each business to fully demonstrate this commitment.
In addition to complying with applicable laws and regulations, Businesses must establish procedures
for assessing the environmental effects of their present and future activities. They should adopt Best
Practices in their environmental policies and procedures.
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Personal Conduct
All directors, senior management and employees have the obligation to conduct themselves in an
honest and ethical manner and act in the best interest of the Company at all times. They are expected
to demonstrate exemplary personal conduct through adherence to the following:
Avoidance of Conflict of Interest
The ITC Leadership
Flowing from the concept and principles of Corporate Governance adopted by the Company, leadership
within ITC is exercised at three levels. The Board of Directors at the apex, as trustee of shareholders,
carries the responsibility for strategic supervision of the Company. The strategic management of the
Company rests with the Corporate Management Committee comprising the wholetime Directors and
members drawn from senior management. The executive management of each business division is
vested with the Divisional Management Committee (DMC), headed by the Chief Executive. Each DMC is
responsible for and totally focused on the management of its assigned business. This three-tiered
interlinked leadership process creates a wholesome balance between the need for focus and executive
freedom, and the need for supervision and control.
Board of Directors
Audit Committee
CompensationCommittee
NominationsCommittee
Investor ServiceCommittee
Sustainability Committee
Corporate Management Committee
Divisional/ Strategic Business Unit (SBU) Management Committees, each headed by a
divisional/ SBU Chief Executive Business includes: FMCG, Hotels, Paperboards,
Specialty Papers & Packaging, Agri Business and
Information Technology
Corporate Functions, each headed by a HOD Corporate Functions include: Planning and
Treasury, Accounting, Taxation, Risk Management, Legal, Secretarial, EHS, Human
Resources, Corporate Communications, Corporate Affairs, Internal Audit and Research
& Development
All directors, senior management and employees must avoid situations in which their personal interest
could conflict with the interest of the Company. This is an area in which it is impossible to provide
comprehensive guidance but the guiding principle is that conflict, if any, or potential conflict must be
disclosed to higher management for guidance and action as appropriate.
Transparency and Auditability
All directors, senior management and employees shall ensure that their actions in the conduct of
business are totally transparent except where the needs of business security dictate otherwise. Such
transparency shall be brought about through appropriate policies, systems and processes, including as
appropriate, segregation of duties, tiered approval mechanism and involvement of more than one
manager in key decisions and maintaining supporting records. It shall be necessary to voluntarily
ensure that areas of operation are open to audit and the conduct of activities is totally auditable.
Protection of Confidential Information
No director, senior management and employee shall disclose or use any confidential information
gained in the course of employment/ association with the Company for personal gain or for the
advantage of any other person. No information either formally or informally shall be provided to the
press, other publicity media or any other external agency except within approved policies.
Company Facilities
No director, senior management and employee shall misuse Company facilities. In the use of Company
facilities, care shall be exercised to ensure that costs are reasonable and there is no wastage.
Leading by Example
The organisation’s directors and senior management set the professional tone for the Company.
Through both their words and their actions, the organisation’s leadership conveys what is acceptable
and unacceptable behaviour. ITC’s directors, senior management and employees must constantly
reinforce through their actions and behaviour that ITC’s stated beliefs of responsible corporate
citizenship are rooted in individual conviction and personal integrity.
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Waivers
Any waiver of any provision of this Code of Conduct for a director, senior management or employee
must be placed for approval before the Company’s Board of Directors/ Corporate Management
Committee, as appropriate.
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Non Adherence
Any instance of non-adherence to the Code of Conduct / any other observed unethical behaviour on
the part of those covered under this Code should be brought to the attention of the immediate
reporting authority, who shall in turn report the same to the Head of Corporate Human Resources.
* Senior management for the purpose of this Code would mean the following:- Managers at Grade ‘A’ & its equivalent, and above- Divisional & SBU Chief Executives- Corporate HODs* This Code of Conduct, as adopted by the Board of Directors of the Company on 26th March, 2005, was amended on 29th March, 2006.
The ITC Leadership
Flowing from the concept and principles of Corporate Governance adopted by the Company, leadership
within ITC is exercised at three levels. The Board of Directors at the apex, as trustee of shareholders,
carries the responsibility for strategic supervision of the Company. The strategic management of the
Company rests with the Corporate Management Committee comprising the wholetime Directors and
members drawn from senior management. The executive management of each business division is
vested with the Divisional Management Committee (DMC), headed by the Chief Executive. Each DMC is
responsible for and totally focused on the management of its assigned business. This three-tiered
interlinked leadership process creates a wholesome balance between the need for focus and executive
freedom, and the need for supervision and control.
Board of Directors
Audit Committee
CompensationCommittee
NominationsCommittee
Investor ServiceCommittee
Sustainability Committee
Corporate Management Committee
Divisional/ Strategic Business Unit (SBU) Management Committees, each headed by a
divisional/ SBU Chief Executive Business includes: FMCG, Hotels, Paperboards,
Specialty Papers & Packaging, Agri Business and
Information Technology
Corporate Functions, each headed by a HOD Corporate Functions include: Planning and
Treasury, Accounting, Taxation, Risk Management, Legal, Secretarial, EHS, Human
Resources, Corporate Communications, Corporate Affairs, Internal Audit and Research
& Development
The ITC Way
ITC is a board-managed professional company, committed to creating enduring value for the
shareholder and for the nation. It has a rich organisational culture rooted in its core values of respect
for people and belief in empowerment. Its philosophy of all-round value creation is backed by strong
corporate governance policies and systems.
ITC’s corporate strategies are :
Create multiple drivers of growth by developing a portfolio of world class businesses
that best matches organisational capability with opportunities in domestic and export
markets.
Continue to focus on the chosen portfolio of FMCG, Hotels, Paper, Paperboards &
Packaging, Agri Business and Information Technology.
Benchmark the health of each business comprehensively across the criteria of Market
Standing, Profitability and Internal Vitality.
Ensure that each of its businesses is world class and internationally competitive.
Enhance the competitive power of the portfolio through synergies derived by blending
the diverse skills and capabilities residing in ITC’s various businesses.
Create distributed leadership within the organisation by nurturing talented and focused
top management teams for each of the businesses.
Continuously strengthen and refine Corporate Governance processes and systems to
catalyse the entrepreneurial energies of management by striking the golden balance
between executive freedom and the need for effective control and accountability.
Cigarettes
Armenteros Handrolled 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.
Greentech Gold Award for excellence in Safety Management for the year 2007 to
the Bengaluru, Kolkata and Saharanpur cigarette factories for the high level of
performance that the units have achieved in Environment Health and Safety (EHS).
Saharanpur along with Kolkata and Munger factories were honoured with the Gold
award and the Bengaluru Factory with the Platinum Award in 2006.
Greentech Gold Award for Excellence in Environment Management 2007 to the
Bengaluru, Kolkata and Munger factories.
Safety Innovation Award for 2007 and 2006 for Innovative Safety Management
System to the Bengaluru Factory from the Institution of Engineers and also the
Unnatha Suraksha Puraskara Award 2006 from NSC Karnataka Chapter.
Golden Peacock Award for Occupational Health and Safety from the Institute of
Directors, New Delhi; Award for Outstanding Performance in Environment Health
and Safety from the CII and the Suraksha Puraskar Award from the National Safety
Council, Mumbai to the Kolkata factory in 2007 and the "1st National Security
Today Award" in the category of Best Maintained Fire Safety System in 2005.
Occupational Health and Safety Gold Award from the ROSPA, UK; the Winners
Trophy - Safety Health and Environment Award from the CII Eastern region;
National Award for Excellence in Water Management and Innovative Project
Award Initiatives for Energy Conservation from the CII to the Munger factory in
2007 and also the Excellence in Water Management Award from CII-GBC for 2006.
All the four factories are certified by Det Norske Veritas (DNV) for ISO 14001, for their
Environment Management Systems, OHSAS 18001 for their Occupational Health and
Safety Management Systems (OHSMS) and the ISO 9000-2000 for Quality Management
Systems. The Kolkata factory is the first cigarette factory in India to be awarded the
SA 8000 Certificate for Social Accountability by Det Norske Veritas (DNV) in June
2004.
ITC's R&D Centre at Peenya, Bengaluru has the distinction of being the first
independent R&D centre in India to get ISO 9001 accreditation and certified
with ISO 14001 for Environment Management Systems by DNV. The R&D Centre is
also certified for the standard ISO/IEC17025:2005, by National Accreditation Board for Testing and Calibration Laboratories (NABL). This certification is awarded for "General requirement for the competence of Testing & Calibration Laboratories"
Links to Press Reports :-
Increase in tax to impact cigarette volume: ITCMoney Control
Nov 16, 2009
'Disparity in tax rates spurs contraband cigarette sales’Economic Times
Sep 19, 2009
Mixing business with respect Business Standard
Oct 28, 2008
ITC launches new cigarette brandHindu Business Line
Sep 15, 2008
Puffing ProfitsFinancial Express
Nov 08, 2007
Smokers can opt for Rock, Jazz or Blueseconomictimes.com
Jun 06, 2007
Cigarette VAT will burn ITC badly, warns DeveshwarIndian Express
Mar 23, 2007
Gold Flake bags gold in FMCG brand raceThe Economic Times
Dec 18, 2002
Reading the smoke signalsThe Economic Times
May 24, 2002
Govt urged to drop cigarettes from free import listDeccan Herald
Nov 29, 2001
EXCISE ON CIGARETTES - Real bad for Big SmokeBusiness India
Nov 26, 2001
ITC seeks reformed legal regime for tobacco sectorThe Hindu Business Line
Jul 02, 2001
Beating the odds!The Economic Times
Jun 01, 2001
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:
:: New Launches
There are several new products under advanced stages of development, which will be launched over
the next few months. Please await the announcements on this site.
For trade enquiries or institutional, bulk and gifting requirements
please write to: kitchensofindia@itc.in
Links to Press Releases :-
Sunfeast World 10K on May 31st '09 Mar 25, 2009
Sunfeast World 10K - Bangalore a huge success!! May 18, 2008
Sunfeast launches special edition of the Sunfeast Sachin Fit Kit range Sep 18, 2007
Aashirvaad launches "Organic Spices" Jul 17, 2007
ITC Foods expands Mint-O Fresh portfolio Jul 16, 2007
ITC launches Bingo Mar 14, 2007
Sunfeast Launches Sachin's Fit Kit Mar 08, 2007
Sunfeast forges a Great Partnership for a Great Innings with Sachin Tendulkar
Nov 10, 2006
ITC not to increase price of its 'Aashirvaad' Atta Sep 06, 2006
ITC Limited - Foods Business to bring "Sunfeast Open" to Kolkata for 4 years May 03, 2006
Sunfeast breaks Guinness World Record for simultaneous plantation Sep 05, 2005
Shah Rukh Khan is Sunfeast Brand Ambassador Apr 20, 2005
ITC launches "Sunfeast" range of biscuits Jul 30, 2003
Links to Press Reports :-
Bingo! ITC turns around foods businessFinancial Chronicle
May 01, 2011
Not a two-minute warBusiness Standard
Jan 17, 2011
ITC launches noodles under SunfeastThe Times of India
Sep 27, 2010
Fast-moving food businessBusiness Standard
May 03, 2010
There’s space for all to grow Economic Times
Feb 01, 2010
From fumes to foamsFinancial Express
Jan 12, 2010
Bingo: More for lessBusiness Standard
Oct 19, 2009
BISCUITS, AND MORE BISCUITS FROM ITCEconomic Times
May 06, 2009
We will not enter a segment just to expand our portfolioLive mint
Mar 04, 2008
Racks to richesBusiness Standard
Jan 08, 2008
Mint-O Fresh overtakes ChlormintEconomic Times
Nov 07, 2007
ITC plans launches in food businessEconomic Times
Sep 19, 2007
Sunfeast, Kitchens of India keep ITC healthyeconomictimes.com
Aug 17, 2007
Bingo! ITC sets sights on domestic frozen food marketEconomic Times
Aug 01, 2008
Atta is emotional subject with Indianseconomictimes.com
Aug 01, 2007
ITC, Pepsico battle it out in wafers market Business Standard
Jun 06, 2007
The crackle of ITC's snacky foray Hindustan Times
Mar 28, 2007
Size of ready to eat market Rs 700 m.Indiantelevision.com
Mar 10, 2007
ITC feast for children Statesman
Oct 30, 2006
ITC seeks to export more Kitchens of India products The Hindu Business Line
Aug 30, 2006
Snack Preview: Surya to make Sunfeast shineThe Economic Times
Apr 03, 2006
ITC Foods plans own facility to make biscuitsThe Hindu Business Line
Mar 27, 2006
Shah Rukh to launch ITC’s Sunfeast in US The Financial Express
Mar 22, 2006
ITC Foods forays into instant mix segment, dishes out 5 productsThe Hindu Business Line
Feb 21, 2006
ITC eyes buyouts in foods thrustBusiness Standard
Dec 05, 2005
ITC Foods forays into cookies segmentsSify.com
Aug 11, 2005
ITC signs Shah Rukh Khan for SunfeastThe Hindu Business Line
Apr 20, 2005
ITC Foods slugs it out for market pieThe Times of India
Apr 04, 2005
ITC eyes small FMCG firmsBusiness Standard
Apr 04, 2005
Jam 'n' spice: the new nichetimesofindia.com
Dec 05, 2004
ITC Foods extends Mint-O brand to hard-boiled candyexchange4media.com
Oct 07, 2004
ITC Foods open to tie-ups for adding capacities in biscuitsThe Hindu Business Line
Sep 27, 2004
'Foods can't afford large overheads'The Economic Times
Jul 29, 2004
ITC Foods Goes For Soft Launch Of Cooking PastesThe Financial Express
Mar 22, 2004
Feast For The SensesThe Telegraph
Nov 09, 2003
Slew of domestic launches planned - ITC Foods to tickle overseas palatesThe Hindu Business Line
Oct 02, 2003
Getting on a gravy train Business Standard
Sep 20, 2003
Cookie combatBusiness Standard
Sep 18, 2003
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.
Wills Lifestyle rated amongst the top 5 Luxury brands in the country in a Global
Luxury Survey conducted by TIME Magazine.
Front runner Award - 2007 to Wills Lifestyle in the Retail category by Real Estate
Observer & Trammel Crow Meghraj.
Superbrand 2006 awarded to Wills Lifestyle by the Superbrands Council of India.
The "Best Supply Chain Practices Award 2006" for time-effective and cost-efficient
Logistics management in Organized Retail. The awards were organized by Retailers
Association of India (RAI) in association with ITW Signode - the International leaders in
packaging solutions.
The Division's Product & Quality Testing facilities were awarded the prestigious
accreditation by the National Accreditation Board of Laboratories of the
Department of Science and Technology, GOI (affiliated to the International
Laboratories Accreditation Cooperation - Geneva) in 2006. This accreditation is awarded
after rigorous procedures confirmed that LRBD's Testing facilities truly conform to
international standards in terms of quality and technical competence. The Division also
obtained ISO 9001:2000 certification in the area of Receipt, Storage & Distribution of
Merchandise / Finished Goods by Det Norske Veritas, Netherlands.
NID Awards for Design Excellence for Best Packaging Design In The FMCG
Category for John Players.
Award for Customer and Brand Loyalty in Retail Sector category at the 2nd
Loyalty Summit.
Links to Press Releases :-
Wills Lifestyle Grand Finale collection preview by Sabyasachi Apr 04, 2011
ITC's John Players embarks on a new journey with Ranbir Kapoor Mar 18, 2010
Fiama Di Wills is Associate Sponsor of the Wills Lifestyle India Fashion Week Mar 17, 2010
John Players dons a fresh look with the new face of cool! Jan 11, 2010
Wills Lifestyle presents an enthralling Grand Finale Oct 28, 2009
Gul Panag is the Twitter 'Face' for WIFW SS'10 Oct 16, 2009
Wills Lifestyle Grand Finale designer is Rohit Bal Oct 06, 2009
J J Valaya presents 'Kingdom of love' at the Wills Lifestyle Grand Finale Mar 22, 2009
Fiama Di Wills is Associate Sponsor of the Wills Lifestyle India Fashion Week Mar 21, 2009
ITC Personal Care launches the Di Wills Series Book - Essence of Hair Mar 21, 2009
Wills Lifestyle presents the emerging young talent Mar 12, 2009
Wills Lifestyle Grand Finale designer is JJ Valaya Mar 05, 2009
Wills lifestyle presents new range in winter 2008 collection Dec 12, 2008
Perfect black dress for this party season Dec 01 , 2008
Futuristic and Flamboyant designer Manish Arora enchants audiences at the Wills Lifestyle Grand Finale
Oct 19, 2008
Wills Lifestyle Grand Finale designer is Manish Arora Oct 11, 2008
Wills Lifestyle presents a truly Grand Finale Mar 16, 2008
Wills Lifestyle announces Rohit Bal as the Grand Finale Designer Aug 22, 2007
Wills Lifestyle Grand Finale Designer is Manish Malhotra Aug 08, 2006
Links to Press Reports :-
Power dressing for Wills LifestyleThe Economic Times
Jul 13, 2011
"My work takes me closer to the consumer" - Atul Chand , Divisional Chief Executive, Lifestyle Retailing, ITCThe Financial Express
May 31, 2011
ITC tries out new formats, plans 25 new storesFinancial Chronicle
Apr 11, 2011
ITC tries new lifestyle retail formats, to open 25 new storesMINT
Apr 11, 2011
Sabyasachi to design exclusive clothes for Wills Lifestyle Apr 06, 2011
The Economic Times
The art of customisationThe Financial Express
Mar 29, 2011
Moolah Route: It's party time for fashion brands this winterFinancial Chronicle
Dec 29, 2010
Online sales growing rapidlyFinancial Chronicle
Apr 29, 2010
'We try to make fashion more accessible'Economic Times
Apr 21, 2010
'This year the focus shifts back to profitable expansion'thehindubusinessline.com
Apr 01, 2010
Designer plansBusiness Standard
Oct 27, 2009
Wills Lifestyle Targets 50 StoresEconomic Times
Oct 22, 2009
ITC lifestyle products make inroads into international markets despite slowdownThe Hindu
Jun 28, 2009
Haute MarketingPitch
Apr, 2009
"Consumer engagement is the key"Financial Express
Mar 31, 2009
A style statement with an eye on the futureDeccan Herald
Mar 18, 2009
Wills Lifestyle reworking strategyBusiness Standard
Mar 13, 2009
ITC eyes 20% growth for Wills Lifestyle Economic Times
Mar 10, 2009
It's Wills Lifestyle India Fashion Week againHindustan Times
Jan 19, 2009
Wills Lifestyle to open 50 new storesEconomic Times
Oct 07, 2008
This was long due: Manish AroraTimes of India
Sep 27, 2008
Wills Lifestyle's rejig bears fruitBusiness Standard
Jul 23, 2008
Local luxury brands still rule the roost Hindustan Times
Sep 24, 2007
ITC puts spotlight on lifestyle retail Economic Times
Aug 23, 2007
Wills Lifestyle to double number of stores Business Line
Aug 22, 2006
2nd edition of Wills Lifestyle '06 from August 30-September 3, 2006BharatTextile.com
Apr 28, 2006
Fashion week finale outfits at Wills Lifestyle stores Newkerala.com
Apr 10, 2006
ITC plans more Wills Lifestyle stores in northBusiness Standard
Mar 24, 2006
Celebrating the spirit of fashionThe Times of India
May 18, 2004
Festive offer from John PlayersBusiness Standard
Sep 16, 2003
Clublife From Wills LifestyleThe Financial Express
Jun 29, 2003
Please visit our sites : www.willslifestyle.comwww.johnplayers.com
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.
For any queries, please write to: classmate@itc.in or paperkraft@itc.in
For New Business Opportunities, please write to Nripendranath.Thakur@itc.in, Chand.Das@itc.in
Links to Press Releases :-
Top honours for ITC's Classmate Ideas for India Challenge at the WOW Event and Experiential Marketing Awards
Apr 29, 2011
Yuvraj Singh applauds winners of 1st round of ITC's Classmate Ideas for India Challenge
Oct 27, 2010
ITC's Classmate announces Classmate Ideas for India Challenge Aug 23, 2010
ITC's Classmate signs Yuvraj & Soha as brand ambassadors Jan 11, 2010
ITC launches eco-friendly "Paperkraft Premium Business Paper" Dec 18, 2008
Classmate Young Author and Artist Contest 2006 Nov 03, 2006
Links to Press Reports :-
Manisha Raj to represent city in ITC 'Classmate Ideas' contestThe Hindu
Nov 17, 2010
Classmate ideas for India challengeThe Times of India
Aug 24, 2010
Our thrust is on building brands at home: Chand Das, ITC CEO (Education and Stationery)Economic Times
Apr 30, 2010
ITC targets the schoolbagBusiness Standard
Jan 18, 2010
Now, ITC steps into pens businessTimes of India
Aug 14, 2009
ITC to grow office stationery business on green plankHindu Businessline
Aug 07, 2009
ITC to take stationery brands abroadDNA
Jan 20, 2009
ITC's paper trail The Hindu Businessline
Jul 31, 2008
ITC launches new greeting cards range Business Standard
Oct 13, 2006
Writing between linesBusiness Standard
Apr 11, 2006
ITC goes to school with 'classmate'The Economic Times
Apr 10, 2006
An expression of faith The Hindu Business Line
Aug 25, 2005
'Conventional greeting card will survive' sify.com
Oct 21, 2004
Mr Chand Das' interview on Indiainfolineindiainfoline.com
Oct 07, 2004
ITC Unveils New Expressions RangeThe Financial Express
Dec 24, 2003
ITC cards eyes Rs 100 cr turnoverBusiness Standard
Dec 10, 2003
ITC In Tie-up With DTDC To Deliver Expressions Cards Free The Financial Express
Oct 17, 2003
ITC cards for Teachers' DayBusiness Standard
Aug 26, 2003
ITCThe Telegraph
Aug 25, 2003
Classmate Notebooks From ITCThe Financial Express
Aug 24, 2003
ITC Targets Gulf, Saarc For Greeting Cards ExportsThe Financial Express
Jul 30, 2003
ITC sees greeting cards biz rise to Rs 100 cr in '05-06The Times of India
Jul 28, 2003
Lighting a New Venture With Stationery ProductsThe Financial Express
Feb 21, 2003
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 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 internationally recognised
safe ingredients, subjected to the highest standards of safety and performance.
Links to Press Releases :-
ITC's Fiama Di Wills unveils the new Anti Hair Fall Shampoo Sep 29, 2010
ITC Forays into the Fairness Creams Segment Jun 11, 2010
Vivel Launches Deo Spirit to turn the heat on! May 10, 2010
Fiama Di Wills is Associate Sponsor of the Wills Lifestyle India Fashion Week Mar 17, 2010
Fiama Di Wills expands Range with Transparent Gel Bathing Bars Oct 09, 2009
Fiama Di Wills is Associate Sponsor of the Wills Lifestyle India Fashion Week Oct 09, 2009
ITC launches Vivel Ultra Pro anti-dandruff shampoo in Kolkata Apr 15, 2009
Fiama Di Wills is Associate Sponsor of the Wills Lifestyle India Fashion Week Mar 21, 2009
ITC Personal Care launches the Di Wills Series Book- Essence of Hair Mar 21, 2009
ITC - Essenza Di Wills launches Mikkel - A Men's Prestige Fragrance Mar 19, 2009
Fiama Di Wills announces winner of the Fiama Di Wills Beautiful Face 2008 Hunt
Oct 16, 2008
Fiama Di Wills launches the Fiama Di Wills Beautiful Face Hunt '08 Sep 12, 2008
ITC expands Personal Care portfolio with Vivel shampoos Jun 25, 2008
Fiama Di Wills is the associate sponsor of the WLIFW Mar 03, 2008
ITC expands Personal Care product range Feb 14, 2008
ITC launches Fiama Di Wills Soaps Dec 20, 2007
ITC launches new range of Personal Care products Oct 15, 2007
ITC launches Fiama Di Wills range of shampoos Sep 15, 2007
ITC launches Essenza Di Wills line of prestige fragrances and personal care products
Oct 22, 2005
Links to Press Reports :-
The soap operaPitch
May 31, 2011
Segment and growBusiness Standard - The Strategist
May 23, 2010
The fairness formulaBusiness Standard
Jun 28, 2010
Now, ITC to enter fairness cream martTimes of India
Jun 11, 2010
'FMCG cos need to understand NewGen'Economic Times
Jan 18, 2010
From fumes to foamsFinancial Express
Jan 12, 2010
Haute MarketingPitch
Apr, 2009
Deepika, hair & nowTimes of india
Apr 05, 2009
ITC mulls expansion of its range of personal care brands Mint
Jan 09, 2009
ITC mulls anti-dandruff category forayTimes of India
Jan 01, 2009
ITC to expand personal care portfolio Financial Chronicle
Sep 29, 2008
ITC to launch a host of new personal care products soonmoneycontrol.com
Feb 23, 2008
Please visit our sites : www.essenzadiwills.comwww.fiamadiwills.comwww.aquapulse.inwww.vivelultrapro.in
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.
For export enquiries, please write to: R.Ramamurthy@itc.in
Links to Press Reports :-
ITC boards Wimco's ShipThe Financial Express
Jul 02, 2005
ITC to expand safety match businessThe Times of India
Mar 29, 2004
ITC plans to make a match of itThe Hindu Business Line
Feb 27, 2003
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.
For export enquiries, please write to: R.Ramamurthy@itc.in
Links to Press Reports :-
ITC boards Wimco's ShipThe Financial Express
Jul 02, 2005
ITC to expand safety match businessThe Times of India
Mar 29, 2004
ITC plans to make a match of itThe Hindu Business Line
Feb 27, 2003
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.
For export enquiries, please write to: R.Ramamurthy@itc.in
Links to Press Reports :-
ITC boards Wimco's ShipThe Financial Express
Jul 02, 2005
ITC to expand safety match businessThe Times of India
Mar 29, 2004
ITC plans to make a match of itThe Hindu Business Line
Feb 27, 2003
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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, Tarangini, Anushri, Ananth and Mogra.
Durbar Gold is a new offering from Mangaldeep launched in
Andhra Pradesh and has received wide consumer acceptance.
The premium range from ITC, Mangaldeep Spriha has two offerings,
Pratiti and Sarvatra and are specially hand rolled by Cottage
Industries, Sri Aurobindo Ashram, Puducherry. Cottage Industries,
Puducherry, has been accredited with IFAT certification, which is an
internationally recognized benchmark for fair trade practices.
Mangaldeep is also available in 3-in-1 and 5-in-1 packs giving the
consumer a choice of multiple fragrances in a single pack. Mangaldeep
appeals to a cross-section of consumers with offerings at various price
points. These agarbattis are available in innovative 'Fragrance-Locked'
packaging. 'Fragrance locking' is a unique concept of packaging which
retains the fragrance for a longer period and helps in "Completing the
Purity of Prayer". Mangaldeep is fast emerging as the only national brand
in an industry dominated by multiple local brands.
Mangaldeep Dhoop, made with Natural Ingredients, is available in specific markets and is fast
emerging as a key player in North India.
Recently, Mangaldeep launched the Premium range of Sarvatra Flora
agarbattis. Sarvatra flora agarbattis are a wet type of agarbattis,
different from the normal agarbattis. These agarbattis have a natural
base, are brownish in colour and offer a wholesome and differentiated
fragrance experience to the consumer. Sarvatra Flora Agarbattis are
now available in select markets.
The Business is currently working on various exciting new offerings to the consumers and is planning
to launch them in the near future.
In line with ITC's Triple Bottom Line philosophy of every business 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 11 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 states and like Bihar, Tripura, Tamil Nadu, who are setting up agarbatti units, training village
women in rolling agarbattis and employing them in these units. In the latest initiative, ITC signed a
MoU with 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.
For trade enquiries, please write to: VM.Rajasekharan@itc.in
Links to Press Releases :-
ITC to support agarbatti manufacture in Tripura May 20, 2005
ITC Launches MANGAL DEEP IN 'FRAGRANCE - LOCKED' packaging Dec 15, 2003
Links to Press Reports :-
ITC lights up rural women thru MangaldeepThe New Indian Express
Apr 20, 2011
ITC to light up NE with homegrown agarbattisEconomic Times
Jan 09, 2010
ITC signs MoU with ORMAS for marketing raw agarbattis Economic Times
Oct 14, 2009
ITC plans to enter perfumed candles segment The Hindu
Mar 17, 2009
ITC smells more growth for its incense businessBusiness Standard
Mar 08, 2009
ITC adds new fragrance to agarbatti industryFinancial Express
Oct 07, 2007
ITC agarbattis to find new markets through 'Fair Trade'The Hindu Business Line
Aug 17, 2007
ITC plans agarbatti exports to BangladeshHindustan Times
Apr 10, 2006
'We'll dominate agarbattis industry soon' Sify.com
Sep 30, 2004
ITC launches special incense gift packsThe Hindu Business Line
Jun 27, 2004
ITC Spreads Incense Stick OpsThe Financial Express
Jun 03, 2004
ITC Launches New Incense Sticks BrandThe Financial Express
Dec 16, 2003
ITC agarbathi divn to focus on brand-buildingThe Hindu Business Line
Nov 19, 2003
Aroma MagicSwagat
Oct 14, 2003
ITC, Ashram join hands for 'fragrance mapping'The Hindu Business Line
Aug 15, 2003
Vikas Kendra, ITC join hands to help youthDeccan Herald
Jun 26, 2003
Making the fragrance stickThe Hindu Business Line
Jun 05, 2003
ITC Lights An Aggressive Export Plan For Agarbathis The Financial Express
Jun 02, 2003
ITC forays into incense stick marketThe Economic Times
Feb 22, 2003
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Agri Commodities & Rural Services
To know more about ITC's unique e-Choupal initiative click here.
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, Edible Nuts,
Marine Products, Processed Fruits, Coffee & Spices.
ITC's Agri Business Division is the country's second largest exporter of agri-products with exports
of over Rs. 1000 Crores (Rs. 10 billion). Its domestic sales of agri-products are in excess of Rs.
1500 Crores (Rs. 15 billion). It currently focuses on exports and domestic trading of:
Feed Ingredients - Soyameal
Food Grains - Rice (Basmati & Non Basmati), Wheat, Pulses
Edible Nuts - Sesame Seeds, HPS Groundnuts, Castor oil
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, Kerala 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. Five 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.
Awards
ITC's Agri Business Division has won numerous awards:
United Nations Industrial Development Organisation (UNIDO) Award at the
international conference on Sharing Innovative Agribusiness Solutions 2008 at
Cairo for ITC's exemplary initiatives in agri business through the e-Choupal.
The Ashoka - Changemakers 'Health For All' Award 2006 for the Rural Health
Services model for delivery of health services through the e-Choupals.
The Stockholm Challenge 2006 for the e-Choupal initiative. This award is for using
information technology for the economic development of rural communities.
Innovation for India Award 2006 for ITC e-Choupal in the Social Innovations
category for business organizations. The first of its kind in India, based on
parameters of number of lives impacted, degree of impact on organization and
environment, uniqueness, leverage of resources and whether it was scalable and
sustainable, e-Choupal was declared as one of 'India's Best Innovations'.
The Development Gateway Award 2005 (previously known as the Petersberg Prize)
for its trailblazing e-Choupal initiative. ITC is the first Indian company and the
second in the world to win this prestigious award.
The 'Golden Peacock Global Award for Corporate Social Responsibility (CSR) in
Emerging Economies for 2005'. The Company received this award for its e-Choupal
and social and farm forestry initiatives that are impactfully transforming lives and
landscapes in rural India.
The Corporate Social Responsibility Award 2004 from The Energy and
Resources Institute(TERI) for its e-Choupal initiative. The Award provides impetus to
sustainable development and encourages ongoing social responsibility processes within
the corporate sector.
The inaugural 'World Business Award', instituted jointly by the International
Chamber of Commerce (ICC), the HRH Prince of Wales International Business
Leaders Forum (IBLF) and the United Nations Development Programme
(UNDP) for the e-Choupal intervention. This award recognises companies who have
made significant efforts to create sustainable livelihood opportunities and enduring
wealth in developing countries.
The 'Enterprise Business Transformation Award' for Asia Pacific (Apac),
instituted by Infosys Technologies and Wharton School of the University of
Pennsylvania, for e-Choupal.
PC Quest's IT Implementation Award in the 'Best Project' category, for the e-
Choupal initiative.
The Golden Peacock Innovation Award 2004 for e-Choupal.
The coveted "Golden Star Trading House" status by the Government of India.
The NASSCOM award for 'Best IT User in FMCG' in 2003. The Award is a recognition
of ITC's successful integration of its IT usage with its business processes, specially the e-
Choupal initiative.
The Seagate Intelligent Enterprise of the Year 2003 Award, for the most
innovative usage of Information Technology. This award recognises ITC's pathbreaking
e-Choupal initiative.
Links to Press Releases :-
ITC wins Top UNIDO Award for e-Choupal Dec 01, 2008
ITC's e-Choupal expands to Tamil Nadu Jul 31, 2008
Links to Press Reports :-
ITC arm, ICAR bid to promote sorghum consumptionThe Hindu Business Line
Jun 25, 2010
How innovation really worksBusiness Today
May 12, 2010
ITC e-Choupal to quintuple reachEconomic Times
Apr 12, 2010
Ecosystem Marketing - The New Equation Brand Equity, Economic Times
Mar 24, 2010
Worth a hill of soyabeansThe Economist
Jan 07, 2010
Reform to Re-farm Apr 05, 2009
Business Today
ITC plans to up rural market penetration Economic Times
Aug 25, 2007
ITC aids farmers in new techniques Business Standard
Aug 06, 2007
e-Choupal lauded by President of India Jun 05, 2007
Internet brings prosperity for farmers CNN-IBN
Feb 23, 2007
Gaon goes global Hindustan Times
Jan 20, 2007
Marubeni, ITC tie up for foods business Financial Express
Dec 26, 2006
Extending the franchiseFinancial Express
Dec 16, 2006
ITC plans 7500 farm demo plots Business Standard
Nov 22, 2006
ITC starts farm extension servicesThe Hindu Business Line
Aug 14, 2006
ITC-IBD to set up e-choupals in TelanganaBusiness Standard
Jul 10, 2006
Fuelling latent rural demandEconomic Times
Jul 07, 2006
Now, ITC to launch organically farmed branded fruits Times of India
Mar 25, 2006
ITC-IBD to extend e-Choupal network to three Telangana districts Business Standard
Mar 23, 2006
Rewarding resourcefulness, lifting livesThe Hindu Business Line
Jul 02, 2005
To know more about ITC's unique e-Choupal initiative click here.Please visit our sites : www.itcabd.com
www.itc-iltd.com www.echoupal.com
Leaf Tobacco
ITC pioneered the cultivation and development of Leaf Tobaccos in India. Nearly a century of
creating customer delight ensures that globally, ITC's Leaf Tobacco business is synonymous with being
"The One Stop Shop for Quality Indian Tobaccos". The Leaf Tobacco business' partnership with the
farmer is also almost a 100 years old. In a spirit that truly embodies the Company's "commitment
beyond the market", ITC has helped the Indian farmer grow quality leaf tobaccos and linked him to
global markets.
ITC is the largest buyer, processor and exporter of leaf tobaccos in India - creating a global
benchmark as the single largest integrated source of quality tobaccos. Serving customers
in 50 countries across more than 70 destinations, ITC co-creates and delivers value at
every stage of the leaf tobacco value chain.
ITC buys nearly 50 per cent of all cigarette tobacco types grown in India. It has a team of
experienced, highly skilled and professional buyers and classifiers who source and segregate tobaccos
to exacting customer specifications. A large inventory base of quality tobaccos provides an edge in
serving customers through product customization, portfolio rationalization, product bundling and value
added services. This strategic direction insulates customers from crop fluctuations, a key 'winning
proposition' acknowledged worldwide.
ITC's comprehensive and sophisticated R&D facilities cover all
aspects of cultivation, product development and processing through fundamental and
applied research. Thus, ITC's value proposition to its customers is "On Time In Full" delivery of
quality tobaccos spanning across all tobacco types at competitive prices.
ITC's Green Leaf Processing plants at Chirala and Anaparti in Andhra Pradesh, the tobacco hub of India,
are benchmarked with the best in the world. State-of-the-art technology, shared product
knowledge base, sophisticated process and quality controls enable ITC to process and
deliver 120 million Kgs of high quality tobaccos annually. These factories have integrated
warehousing complexes that match international standards in hygiene, infestation control and
monitoring.
ITC's quality emanates from its intimate involvement with the
tobacco farmers in India. Effective reach mechanisms help transfer 'best practices' from the lab to the
land. With an extensive presence in rural India, ITC's Leaf Tobacco business maps critical Soil, Crop
and Process control parameters across cultivated areas. Intermediation through a dedicated pool of
trained managers in critical areas like soil testing, varietal improvements, vermicomposting, nutrient
management and post harvest management results in a superior agri output. These initiatives position
ITC as an integral part of India's agricultural landscape. ITC's collaboration with related
Government agencies has helped develop new varieties of tobaccos and explore new areas
for tobacco cultivation.
Awards
ITC's Leaf Tobacco business has won national and international laurels for research and
development, quality, environmental management systems and product excellence. The
more important of these are:
The Golden Leaf Awards 2007 in the categories ‘Most Committed to Quality’ and
‘Most Impressive Public Service Initiative’. ILTD is the first time winner in these
two categories of the Golden Leaf Awards.
The International Quality Rating System – IQRS Level 7, awarded by Det Norske
Veritas in March 2006.
The Greentech Safety Platinum Award - 2006 in the Manufacturing Sector
Category for its leaf processing plant at Chirala, Andhra Pradesh.
The "Golden Peacock Environment Management Award" for the year 2005 by
World Environment Foundation, New Delhi (Institute of Directors, New Delhi) for its
Chirala Unit.
Human Resource Excellence Award 2004 from Confederation of Indian Industry
(CII), Chennai.
British Standard 7750, a certification that is an equivalent of ISO 14001 to the
processing plant in Chirala for its commitment to Environment management
systems, as defined by British Standards.
ITC's R&D Center for leaf tobacco has received -
The Best Research and Development of New Innovation Gold award for its
contribution to farm productivity improvement through the introduction of improved
varieties and propagation of contemporary and cost effective agro-techniques.
The Best Energy Conservation Implementation Gold Award for energy and eco-
conservation measures.
Its Green Leaf Threshing plants were the first of their kind in the world to receive
the ISO 9001 quality accreditation. They were also internationally the first to get the
ISO 14001 environment management system certification.
The processing plant at Chirala was the first unit in Asia to receive the Social
Accountability Standard Certification (SA 8000) from Det Norske Veritas. The
processing plant at Anaparti has also been accredited with SA 8000 in the year 2002.
The OHSAS 18001:1999 Certificate to the processing plants at Anaparti and Chirala.
This facilitates the integration of Quality, Environment, Social Accountability and
Occupational Health and Safety Management Systems.
ILTD has been the recipient of the following awards:
The ISO 9001 quality accreditation for Warehouse Management of Redried Leaf
Tobacco.
The "Cleaner Production Award" for the year 2004-05 by Andhra Pradesh
Pollution Control Board for its Chirala plant.
IMC Rama Krishna Bajaj National Quality Commendation Certification
(Manufacturing category) for the year 2004 to the Chirala plant.
"Best Exporter of Unmanufactured Tobacco" in 2008 for the 7th consecutive
year (Manufacturers category) for 2003 & 2004 from the Tobacco Board of
India.
The Rajiv Gandhi National Quality Award in the 'Best of All' category for 1994 and
1995 from the Government of India.
National Safety Awards from the British Safety Council
Swords of Honour and Five Star ratings from the British Safety Council. The
processing plant at Chirala has won this award eleven times since 1993 and the
Anaparti plant seven times since 1994.
"SECTOR 2000" Award in the Sector of Food, Drink and Tobacco in the World in the
year 2000 from RoSPA (Royal Society for Prevention of Accidents), UK, to the processing
plant at Chirala.
RoSPA Gold Awards from the Royal Society for Prevention of Accidents (RoSPA)
Special Commendation Safety Certificate from the Ministry of Labour, Government
of India.
Greentech Safety Gold Award for the years 2002-03, 2003-04 & 2004-05 to the
Chirala plant. The Anaparti won the Greentech Safety Gold Award for the year 2004-
05.
QualTech Commendation Certificate to the Chirala plant from QIMPRO, Mumbai, in
the year 2004.
Links to Press Releases :-
ITC to develop spices in the northeast Oct 23, 2007
ITC wins Greentech Safety Gold Award May 23, 2005
Links to Press Reports :-
ITC to add more flavour to spices businessThe Economic Times
Dec 30, 2008
ITC’s leaf tobacco arm launches 5-year expansion planHindu Business Line
Sep 10, 2008
ITC division helps women stand on their feet Business-standard.com
Apr 13, 2006
Helping farmers rebuild lifeBusiness-standard.com
Apr 05, 2006
ITC unit launches vermi-compost project in Mysore The Hindu Business Line
Oct 04, 2004
ITC takes up social forestry programme in APThe Hindu Business Line
Aug 25, 2003
For Leaf tobacco trade enquiries, please write to: rajiv@itc-iltd.com
Please visit our sites : www.itc-iltd.com www.itcspices.com
e-Choupal
The Big Picture:
ITC's Agri Business Division, one of India's largest exporters of agricultural commodities, has conceived
e-Choupal as a more efficient supply chain aimed at delivering value to its customers around the world
on a sustainable basis.
The e-Choupal model has been specifically designed to tackle the challenges posed by the unique
features of Indian agriculture, characterised by fragmented farms, weak infrastructure and the
involvement of numerous intermediaries, among others.
The Value Chain - Farm to Factory Gate:
'e-Choupal' also unshackles the potential of Indian farmer who has been trapped in a vicious cycle of
low risk taking ability > low investment > low productivity > weak market orientation > low value
addition > low margin > low risk taking ability. This made him and Indian agribusiness sector globally
uncompetitive, despite rich & abundant natural resources.
Such a market-led business model can enhance the competitiveness of Indian agriculture and trigger a
virtuous cycle of higher productivity, higher incomes, enlarged capacity for farmer risk management,
larger investments and higher quality and productivity.
Further, a growth in rural incomes will also unleash the latent demand for industrial goods so
necessary for the continued growth of the Indian economy. This will create another virtuous cycle
propelling the economy into a higher growth trajectory.
The Model in Action:
Appreciating the imperative of intermediaries in the Indian context, 'e-Choupal' leverages Information
Technology to virtually cluster all the value chain participants, delivering the same benefits as vertical
integration does in mature agricultural economies like the USA.
'e-Choupal' makes use of the physical transmission capabilities of current intermediaries - aggregation,
logistics, counter-party risk and bridge financing -while disintermediating them from the chain of
information flow and market signals.
With a judicious blend of click & mortar capabilities, village
internet kiosks managed by farmers - called sanchalaks - themselves, enable the agricultural
community access ready information in their local language on the weather & market prices,
disseminate knowledge on scientific farm practices & risk management, facilitate the sale of farm
inputs (now with embedded knowledge) and purchase farm produce from the farmers' doorsteps
(decision making is now information-based).
Real-time information and customised knowledge provided by 'e-Choupal' enhance the ability of
farmers to take decisions and align their farm output with market demand and secure quality &
productivity. The aggregation of the demand for farm inputs from individual farmers gives them access
to high quality inputs from established and reputed manufacturers at fair prices. As a direct marketing
channel, virtually linked to the 'mandi' system for price discovery, 'e-Choupal' eliminates wasteful
intermediation and multiple handling. Thereby it significantly reduces transaction costs.
'e-Choupal' ensures world-class quality in delivering all these goods & services through several product
/ service specific partnerships with the leaders in the respective fields, in addition to ITC's own
expertise.
While the farmers benefit through enhanced farm productivity and higher farm gate prices, ITC
benefits from the lower net cost of procurement (despite offering better prices to the farmer) having
eliminated costs in the supply chain that do not add value.
The Status of Execution:
Launched in June 2000, 'e-Choupal', has already become the
largest initiative among all Internet-based interventions in rural India. 'e-Choupal' services today reach
out to over 4 million farmers growing a range of crops - soyabean, coffee, wheat, rice, pulses, shrimp -
in over 40,000 villages through 6500 kiosks across ten states (Madhya Pradesh, Haryana, Uttarakhand,
Karnataka, Andhra Pradesh, Uttar Pradesh, Rajasthan, Maharashtra, Kerela and Tamil Nadu).
The problems encountered while setting up and managing these 'e-Choupals' are primarily of
infrastructural inadequacies, including power supply, telecom connectivity and bandwidth, apart from
the challenge of imparting skills to the first time internet users in remote and inaccessible areas of
rural India.
Several alternative and innovative solutions - some of them
expensive - are being deployed to overcome these challenges e.g. Power back-up through batteries
charged by Solar panels, upgrading BSNL exchanges with RNS kits, installation of VSAT equipment,
Mobile Choupals, local caching of static content on website to stream in the dynamic content more
efficiently, 24x7 helpdesk etc.
Going forward, the roadmap includes plans to integrate bulk storage, handling & transportation
facilities to improve logistics efficiencies.
As India's 'kissan' Company, ITC has taken care to involve farmers in the designing and management
of the entire 'e-Choupal' initiative. The active participation of farmers in this rural initiative has created
a sense of ownership in the project among the farmers. They see the 'e-Choupal' as the new age
cooperative for all practical purposes.
This enthusiastic response from farmers has encouraged ITC to plan for the extension of the 'e-
Choupal' initiative to altogether 15 states across India over the next few years. On the anvil are plans
to channelise other services related to micro-credit, health and education through the same 'e-
Choupal' infrastructure.
Another path-breaking initiative - the 'Choupal Pradarshan Khet', brings the benefits of agricultural best practices to small and marginal farmers. Backed by intensive research and knowledge, this initiative provides Agri-extension services which are qualitatively superior and involves pro-active handholding of farmers to ensure productivity gains. The services are customised to meet local conditions, ensure timely availability of farm inputs including credit, and provide a cluster of farmer schools for capturing indigenous knowledge. This initiative, which has covered over 70,000 hectares, has a multiplier impact and reaches out to over 1.6 million farmers.
Would he get a fair price for his crop? Farmer Ashutosh Dixit was never sure.
Not any more. Thanks to ITC.
Awards
ITC's e-Choupal has won numerous awards:
United Nations Industrial Development Organisation (UNIDO) Award at the
international conference on Sharing Innovative Agribusiness Solutions 2008at
Cairo for ITC's exemplary initiatives in agri business through the e-Choupal.
The Ashoka - Changemakers 'Health For All' Award 2006 for the Rural Health
Services model for delivery of health services through the e-Choupals.
The Stockholm Challenge 2006. This award is for using information technology for
the economic development of rural communities.
Innovation for India Award 2006 for ITC e-Choupal in the Social Innovations
category for business organizations. The first of its kind in India, based on
parameters of number of lives impacted, degree of impact on organization and
environment, uniqueness, leverage of resources and whether it was scalable and
sustainable, e-Choupal was declared as one of 'India's Best Innovations'.
The Development Gateway Award 2005 (previously known as the Petersberg Prize)
for the trailblazing e-Choupal initiative. ITC is the first Indian company and the
second in the world to win this prestigious award.
The 'Golden Peacock Global Award for Corporate Social Responsibility (CSR) in
Emerging Economies for 2005'. The Company received this award for its e-Choupal
and social and farm forestry initiatives that are impactfully transforming lives and
landscapes in rural India.
The Corporate Social Responsibility Award 2004 from The Energy and
Resources Institute(TERI) for its e-Choupal initiative. The Award provides impetus to
sustainable development and encourages ongoing social responsibility processes within
the corporate sector.
The inaugural 'World Business Award', instituted jointly by the International
Chamber of Commerce (ICC), the HRH Prince of Wales International Business
Leaders Forum (IBLF) and the United Nations Development Programme
(UNDP). This award recognises companies who have made significant efforts to create
sustainable livelihood opportunities and enduring wealth in developing countries.
The 'Enterprise Business Transformation Award' for Asia Pacific (Apac),
instituted by Infosys Technologies and Wharton School of the University of
Pennsylvania.
PC Quest's IT Implementation Award in the 'Best Project' category.
The Golden Peacock Innovation Award 2004.
The NASSCOM award for 'Best IT User in FMCG' in 2003. The Award is a recognition
of ITC's successful integration of its IT usage with its business processes.
The Seagate Intelligent Enterprise of the Year 2003 Award, for the most
innovative usage of Information Technology.
» IT Guru Mohanbir Sawhney's article on e-Choupal
» Chairman Y C Deveshwar speaks on the e-Choupal
Links to Press Releases :-
ITC wins Top UNIDO Award for e-Choupal Dec 01, 2008
ITC's e-Choupal expands to Tamil Nadu Jul 31, 2008
ITC e-Choupal wins Development Gateway Award 2005 Sep 16, 2005
ITC wins TERI Award for Corporate Social Responsibility (CSR) Jun 01, 2005
ITC wins Golden Peacock Global Award for CSR May 13, 2005
ITC's 'e-Choupal' wins Wharton-Infosys Business Transformation Award Jun 03, 2004
ITC's e-Choupal wins inaugural 'World Business Award' May 19, 2004
UK grant for promoting rural insurance on e-Choupal Jan 21, 2004
ITC wins 'Intelligent Enterprise of the Year Award' for e-Choupal Nov 29, 2003
Links to Press Reports :-
ITC, HUL aim for bigger rural pushThe Financial Express
Jun 08, 2011
How innovation really worksBusiness Today
May 12, 2010
ITC e-Choupal to quintuple reachEconomic Times
Apr 12, 2010
Ecosystem Marketing - The New EquationBrand Equity, Economic Times
Mar 24, 2010
Worth a hill of soyabeansThe Economist
Jan 07, 2010
Monster.com and ITC e-Choupal collaborate to launch Rozgarduniya.comFinancial Express
Aug 12, 2009
e-Choupal among the '10 biz ideas that changed India' The Week
Aug 31, 2008
e-Choupal lauded by President of IndiaJun 05, 2007
Jun 05, 2007
e-Choupal: Networking rural IndiaNDTV.com
May 17, 2007
Internet brings prosperity for farmers CNN-IBN
Feb 23, 2007
ITC plans 7500 farm demo plotsBusiness Standard
Nov 22, 2006
COLLABORATION is at the heart of NEW AGE MARKETINGEconomic Times
Aug 14, 2006
ITC starts farm extension servicesThe Hindu Business Line
Aug 14, 2006
Lintas Media arm, e-choupal join to launch Bharat Barometer blonnet.com
Aug 08, 2006
E-Choupal eyes power, health & BPOThe Economic Times
Jul 24, 2006
ITC-IBD to set up e-choupals in TelanganaBusiness Standard
Jul 10, 2006
Fuelling latent rural demandThe Economic Times
Jul 07, 2006
ITC to set up a shopping complex at Ujjain Mar 30, 2006
Business-standard.com
ITC-IBD to extend e-Choupal network to three Telangana districts Business Standard
Mar 23, 2006
$200,000 more for e-choupalsBusiness Standard
Sep 17, 2005
Now, e-choupal goes pay-to-useHindustan Times
Jul 29, 2005
ITC holds out mall hope for villagersThe Telegraph
Jul 04, 2005
Rewarding resourcefulness, lifting livesThe Hindu Business Line
Jul 02, 2005
Ground reality Business Standard
Jun 28, 2005
ITC e-choupal on awards shortlistBusiness-standard.com
Jun 23, 2005
e-choupal to cast the rural Net wideBusiness-standard.com
Jun 02, 2005
Global award for ITC's e-choupalBusiness-standard
May 16, 2005
ITC e-Choupals to touch more livesThe Asian Age
Apr 11, 2005
Call of the CountrysideIndia Today
Dec 13, 2004
ITC Signs MoU with MCXteamindia.net
Dec 05, 2004
Give them empowerment first The Hindu Business Line
Nov 19, 2004
Grain revolution The Hindu Business Line
Nov 19, 2004
APMC Act review may abolish mandi tax Business Standard
Nov 02, 2004
From toothpaste to tractors, this rural mall has it allOutlook
Oct 04, 2004
CHAUPAL SAGAR - Unlocking rural marketsBusinessworld
Sep 20, 2004
ITC sows seeds of hypermarkets in rural IndiaThe Economic Times
Sep 10, 2004
BEST PROJECT - e-Choupal, ITC International Business DivisionPCQUEST
Jun 09, 2004
Cigarettes and Virtual CathedralsThe Economist
Jun 03, 2004
Empower the poor for growthHindustan Times
May 27, 2004
Farmers e-nabled - Markets Not Antipathic To MassesThe Economic Times
May 26, 2004
ITC connects Rajasthan to e-choupalThe Business Standard
May 21, 2004
Distribution's Disruptive DuoBusiness Today Magazine
Jan 18, 2004
Everybody WinsThe Economic Times (Brand Equity)
Jan 14, 2004
The Village PeopleThe Economic Times (Brand Equity)
Jan 14, 2004
The eChoupal experiment has the potential to transform the farm sectorThe Times of India
Jan 12, 2004
Indian Soybean Farmers Join the Global VillageThe New York Times
Jan 01, 2004
» Traditional farmers to new-age marketers
Please visit our site : www.echoupal.com
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