ITC plans launching one or more mass products to grow personal care and food businesses

09 May 2011 Evaluate

When ITC forayed into lifestyle retailing and the stationery segments a decade ago, it did so with premium brands 'Paperkraft' notebooks and 'Wills Sport' apparel range and then launched mass-appeal brands 'Classmate' notebooks and 'John Players' menswear. The strategy paid off. Today, ITC tops the notebook market in the country and is a major player in apparel. Now, the tobacco-to-hotel conglomerate wants to replicate this top-down strategy-of entering a segment with a top-end brand and then launching one or more mass products-to grow its personal care and food businesses.

ITC plans to invest 8,000 crore in non-cigarette FMCG segment in 7-8 years. The company has plans to enter several categories and also expand the existing ones. ITC entered the food business in 2001 with premium ready-to-eat brand 'Kitchens of India' and in 2003 launched the 'Aashirvaad' range of ready meals at a price range of 35-50.

Again in 2005, it entered the personal care market with super-premium brand 'Essenza Di Wills' in perfumes, bath and body care. This was followed by premium brand 'Fiama Di Wills', mid-market segment 'Vivel' and 'Vivel Di Wills' and eventually mass-market 'Superia' range of soaps and shampoos in 2007. ITC's non-cigarette FMCG business grew almost 25% during April-December 2010 to 3,168 crore.

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