www.itcportal.com
Building World-Class Brands for India
Y C Deveshwar
Chairman, ITC Limited
ITCs Brands:
Powering Economic Growth
Winning brands are the badge of a countrys economic competitiveness.
Brands capture value for the nation in numerous ways creating
intellectual capital, boosting R&D and innovation, creating large-scale
livelihoods by empowering value chains, investing in physical infrastructure
and expanding markets.
ITC Hotels, with its credo of Responsible Luxury, stands apart not
only for its exquisite signature properties, cuisine and service excellence
but also for being the greenest luxury hotel chain in the world. ITCs
hotels business also contributes to the countrys tourism landscape
and livelihood creation through its other high quality offerings embodied
in the WelcomHotels, Fortune and WelcomHeritage brands. ITCs hotels
have pioneered the concept of branded cuisine in India with globally
acclaimed restaurants including Bukhara, Dum Pukht and Dakshin.
ITC has also set new benchmarks in wellness with its Kaya Kalp Spa
brand that offers a new dimension in luxury and an enriching experience.
Branded Packaged
FoodsWinning consumer preference in fast growing consumption categories,
supporting round the year productivity for millions of farmers
Confectionery
A mouth-watering range
of toffees, candies and
mints, in a wide variety
of formats and flavours
which delight consumers
of all ages.
Personal Care
Products A range of bath and grooming products that have redefined
consumer perceptions and preferences through world-class
offerings crafted for India
Deodorants
Formal Wear,
Casual Wear,
Evening Wear,
Designer Wear
Incense Sticks
With a diverse range of enchanting
fragrances, Mangaldeep agarbattis
are sourced from small-scale and
cottage units, thereby providing
livelihood opportunities for more
than 14,000 rural women.
Safety Matches
ITC e-Choupal
A very successful example of value chain
augmentation is the ITC e-Choupal initiative that
empowers over 4 million farmers, while at the same
time providing significant competitive advantage in
procuring raw material for ITCs Foods business
be it for Aashirvaad atta produced from handpicked
whole wheat, quality-assured Aashirvaad spices or
superior chipstock potatoes for Bingo! snack foods.
ITC Choupal
Social & Farm Forestry
Renewable plantations cultivated under this initiative enable
ITC to offer the greenest paper and paperboards products
manifest in stationery brands such as Classmate and Paperkraft.
The bedrock of this initiative is the development and greening
of more than 1,50,000 hectares including wastelands, which
has also provided over 70 million person-days of employment
to poor tribal communities and marginal farmers.
ITC Choupal
Livestock Development
The ITC Choupal Livestock Development Programme,
a CSR initiative to promote off-farm livelihood options
for farmers has scaled up to provide animal
husbandry services to more than 8,00,000 milch
animals. In the future, the increasing milk yields
will not only provide significant livelihood
opportunities but also support a competitive and
sustainable dairy value chain.
ITC Choupal
Womens Empowerment
The linkage of ITC Choupal Womens Empowerment
Programmes to ITCs Agarbattis business with the
brand Mangaldeep is yet another unique example
of livelihood creation through competitive value
chains. These programmes have provided gainful
employment to over 20,000 rural women.
ITCs Brands:
Investing in World-Class
Infrastructure for the
Nation
An aspect central to ITCs capability to
constantly craft and deliver best-in-class brands
and products is creating top-notch physical
infrastructure in the form of state-of-the-art
manufacturing facilities. Significant investments
made in creating world-class manufacturing
infrastructure across India provide ITCs brands
the much required competitive edge in terms
of scale, quality and time-to-market whilst
ensuring rigorous standards of safety and
hygiene. As a manifestation of ITCs exemplary
efforts towards sustainable growth, several of
ITCs factories have also received the Platinum
Green Factory Building Rating from the Indian
Green Building Council.