ASM’s Institute of Business Management and Research

Savitribai Phule Pune University

Pune, Maharashtra (2024-25)
A
PROJECT REPORT
ON
ITC
SUBMITTED TO:

SAVITRIBAI PHULE PUNE UNIVERSITY DEPARTMENT ON MANAGEMENT

STUDIES (MBA)
FOR THE PARTIAL FULLFILLMENT OF MASTER OF BUSINESS
ADMINISTRATION

SUBMITTED BY:

KAPASE OMKAR HARIBHAU

241459 241505 GAIKWAD PRACHI KRISHNA

241460 OMBALE OMKAR SUNIL 241508 PRANAV SANGRAM KENDRE

241501 PALEKAR OMKAR SANTOSH 241509 SHINDE PRANAY JEETENDRA

241502 PADWAL RUTUJA SATYAWAN 241510 KALE PRASAD ANIL

241503 BHOKARE PANKAJ DEVIDAS 241512 WAGHMODE PRASAD DATTATRAYA

UNDER GUIDENCE OF:

Prof. Srilatha Palekar
DECLARATION
I hereby declare that the project work entitled “ITC” is an
authentic work carried out by we for a practical fulfilment of
the degree of MBA and this has not been submitted anywhere
else for the award of any degree.

NAME OF STUDENTS:
1. KAPASE OMKAR HARIBHAU
2. OMBALE OMKAR SUNIL
3. PALEKAR OMKAR SANTOSH
4. PADWAL RUTUJA SATYAWAN
5. BHOKARE PANKAJ DEVIDAS
6. GAIKWAD PRACHI KRISHNA
7. PRANAV SANGRAM KENDRE
8. SHINDE PRANAY JEETENDRA
9. KALE PRASAD ANIL
10. WAGHMODE PRASAD DATTATRAYA
 INDEX
Sr. No. Particulars Page No.

1. Executive Summary 1

2. Introduction 2

3. Objective 4

4. Research Methodology 5

5. Company Profile 6

6. SWOT Analysis 25

7. Overview 30

8. Conclusion 31

9. References 32
EXECUTIVE SUMMARY

The modern business landscape has evolved significantly, with customer-centric

strategies becoming the keystone of success. In today’s competitive market,
companies must constantly analyse consumer behaviour and preferences.
Customer loyalty plays a crucial role in long-term business sustainability, and
securing it requires a combination of quality, competitive pricing, and effective
brand awareness.
As a student, we had the opportunity to gain firsthand experience in
understanding ITC’s work culture, operational strategies, and customer
engagement approaches. This exposure provided valuable insights into how a
reputed company like ITC successfully retains customers through its strong
brand presence, innovation, and commitment to excelled

1
INTRODUCTION

ITC LIMITED

Native Name: ITC Limited

Type: Public company
Industry: Diversified Presence
Predecessor: None
Founded: 24 August 1910
Headquarters: Kolkata, India
Area served: Indian Subcontinents
Key People: Sanjiv puri
Products: Cigarettes, Foods, Personal care products

“We don’t want satisfied customers. We want delighted customers.” It is the

new marketing mantra today. The same applies to stationery industry as well.
Stationery Industry is a very heterogeneous group of business usually associated
with the Schools, Colleges, and Office and plays a very crucial role in working
of any organization across the globe. It includes Paper stationery which
comprises of a vast collection of products like exercise books, note books,
stitch, glued & tape pads, refill pads, flap over pads, subject books, plastic cover
books etc. The huge greeting card market, autograph books, party invites etc., is
also a part of this segment.
Paper and paper related products are tremendously gaining demand in the
market. Out of which paper stationery market over the years has gained
immense popularity in the school and office segment throughout the world.
Revolution for these products has come to birth from the past few years majorly
in developing nations and it's having immense value in terms of export and
import. It is expected that Stationery industry has a flourishing future in its
coming years in India and over a period is estimated to grow at 10 to 15% p.a.
To achieve this objective, one can actually see that how acceptance of Internet
technology has opened plethora of opportunities of sourcing the desired supplier

2
in any part of the world. The manufacturers of various countries including India,
China, Indonesia etc have started building new product strategies, which helps
in reducing their overall cost without compromising on quality thus producing a
good quality product at competitive price.
Falling under the category of Small and Medium Enterprises (SMEs) in
majorly most of the countries, this sector has lot to offer in terms of
employment, tax revenues, it can be an important source of new innovative
products, extensive local knowledge of resources, and can be a major service
provider to the larger organizations. However, this sector like other sectors have
certain bottlenecks which hinder the growth of this sector like Burdensome
regulatory frameworks, Lack of tax incentives and subsidies, Absence of
investor-friendly environment, Lack of access to finance, Lack of capacity-
building programs and inadequate provision of vocational training etc.

3
OBJECTIVE

• To identify the services and products offered by ITC

• To study and analyse the customer perception and preference about
ITC
• To understand their contributions and growth potential.
• To assess the company’s financial health.
• Finally, to draw the various conclusion and recommendation on the
on the basis of study conducted

4
RESEARCH METHODOLOGY

Managers need information in order to introduce products and services

that create value in the mind of the customer. But the perception of value is a
subjective one, and what customer’s value this year may be quite different
from what they value next year. As such, the attributes that create value
cannot simply be deduced from common knowledge. Rather, data
(information) must be collected and analysed. The goal of Marketing
Research(analysis) is to provide the facts and direction that managers need
to make their more important marketing decisions. The analysis involves the
following steps:

• Define the problem.

• Determine research design.
• Identify data types and sources.
• Determine sample plan and size.
• Collect the data.
• Analyse and interpret the data.
• Prepare the research report.

For the purpose of study, data from the in-house survey conducted by the
marketing department (secondary data) has been used and also for coming
out with the recommendation. It was also felt that mere secondary data
would not provide in-depth information for the analysis, hence it was
decided that interactive discussions with the managers and the head of every
department would help in an in-depth and true understanding of challenges
faced by the department.
The methodology adopted was to gather relevant information from the
appropriate department, correlate the information obtained and to present the
information in a logical and systematic manner.

5
COMPANY PROFILE

ITC Limited is a renowned Indian public conglomerate

headquartered in Kolkata, West Bengal, known for its diverse business
operations. The company operates across four major segments: Fast
Moving Consumer Goods (FMCG), Hotels, Paperboards, Paper &
Packaging, and Agri Business. With an annual turnover of around $7
billion and a market capitalization of over $33 billion, ITC has
established itself as a significant player in the Indian market.
Originally founded as the Imperial Tobacco Company, ITC shares
historical ties with Imperial Tobacco of the United Kingdom.
However, the company became fully independent, undergoing a
rebranding to India Tobacco Company in 1970 before finally adopting
the name I.T.C. Limited in 1974. This evolution reflects ITC’s
transformation from a tobacco-centric business to a diversified
conglomerate with a broad portfolio.

 Rapidly upgrading and increasing production facilities across ITC’s

diverse business segments, including collaborations with co-packers.

 Implementing strategic measures to ensure the availability and improved

quality of key raw materials through sustainable sourcing practices and
rigorous quality controls.

 Broadening and reinforcing the sales and distribution channels,

particularly in emerging markets and smaller towns, to maximize market
penetration.

 Launching comprehensive, cohesive training and development programs

across all disciplines to enhance skills, drive innovation, and ensure
operational excellence.

 Investing in advanced digital technologies to streamline operations,

improve supply chain management, and boost overall efficiency across
the company.

6
 ITC Limited has built a strong reputation in the Agri-exports domain as one
of India's largest exporters of agricultural commodities. The company
established its Agri Business Division in 1990, leveraging its extensive network
and sourcing expertise to tap into global markets. Through this division, ITC
exports a variety of high-quality Agri products, catering to the needs of
international food processing and consumer goods companies. Its success in the
export sector is underpinned by initiatives such as the e-choupal program, which
streamlines supply chains and ensures product quality, thereby strengthening
ITC's competitive edge in the global Agri-commodity market.

BACKGROUND:

ITC was formed on August 24, 1910 under the name Imperial Tobacco
Company of India Limited. Later 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. ITC contains a wide range
of businesses - Cigarettes & Tobacco, Hotels, Information Technology,
Packaging, Paperboards & Specialty Papers, Agri-business, Foods, Lifestyle
Retailing, Education & Stationery and Personal Care. Finally, the company
changed its name to 'ITC Limited’ on September 2001.

The earlier decades of the Company's existence were mainly depending on

growth and consolidation of the Cigarettes and Leaf Tobacco businesses, In the
Seventies it started to transform into a corporate. In 1975 the Company
launched its hotels business with the acquisition of a hotel in Chennai which
was rechristened 'ITC-Welcome group Hotel Chola'. The objective of ITC's
entry into the hotels business was rooted in the concept of creating value for the
nation. In 1979, ITC entered the Paperboard business by promoting ITC
Bhadrachalam Paperboards Limited, which today has become the market leader
in India.

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). 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

7
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.

Vision
“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.”

Mission
“To enhance the wealth generating capability of the enterprise in a
globalizing environment, delivering superior and sustainable stakeholder
value.”

8
KEY OBJECTIVES
Production

• To optimise production costs while enhancing product quality so as to

make ITC products even more competitive in the marketplace.
Sales and marketing

• ITC aims for continuous revenue growth, with a strategic focus on

increasing market share in FMCG, Agri-Business, and other key
segments. To double the turnover every three years.
• ITC leverages its multi-business model, expanding into new product
categories and enhancing its presence in both domestic and
international markets.
People

• To help employees to retain a long-term perspective and integrate

them fully with the company’s business goals
• To retain a broad perspective while addressing individual needs
• To view growth as a continuous process
• To concentrate on attitudinal changes by developing leadership skills,
an appreciation of interdependence between units and the
enhancement of a sense of belonging to ITC.
Finance

ITC's approach to operational excellence mirrors the core principles of

the BECA initiative. In ITC’s framework, this means embedding a
culture of continuous improvement in every process—from strategic
planning and cost management to efficient execution. The company
focuses on planned, systematic enhancements across its operations to
maintain superior profit levels and support rapid growth. By ensuring
that every facet of the business is aligned with these improvement
goals, ITC consistently drives performance that exceeds industry
averages, reinforcing its commitment to sustainable value creation and
market leadership.
ITC Limited, one of India's leading conglomerates, operates numerous
manufacturing facilities across the country, catering to its diverse business
segments. Here's an overview of some of its key factories:

9
OWNERSHIP PATTERN:

Details of Board of Directors and Company Secretary:

CHAIRMAN

Y C Deveshwar

EXECUTIVEDIRECTORS

Nakul Anand P V Dhobale K N Grant

NON-EXECUTIVEDIRECTORS

A Baijal S S Banerjee AV Girija

H Khan S B Mathur Kumar D K

H G Powell P B Ramanujam Mehrotra

Basudeb Sen K Vaidyanath Anthony Ruys

B.Vijayaraghavan

10
ACHIEVEMENTS/AWARDS RECEIVED BY ITC LIMITED:

 ITC Limited was the only Corporate to receive the India Today
Safai Giri Award 2016 in the 'Corporate Trailblazer' category.

 ITC Limited won two 'ASSOCHAM Waste Management

Excellence Awards 2017' in the 'Best Corporate Initiative in
Swachh Bharat Abhiyan' and 'Best Outreach Strategy in Waste
Management' categories.

 ITC Grand Bharat, Gurugram, was ranked No. 1 Resort in Asia

by the Conde Nast Traveler USA Readers' Choice Awards
2016, for the second consecutive year.

 ITC Limited won the Intel AIM Corporate Responsibility

Award, 2016, accorded by the Asian Institute of Management-
RVR CSR Centre and the Asia Inc Forum.

 ITC was adjudged the 'Best in Supply Chain Sustainability' at

the Asian Corporate Sustainability Summit 2016.

 ITC's Packaging and Printing Division was declared the 'Green

Printing Company of the Year 2016' by Print Week India.

 ITC's Paperboards & Specialty Papers Business was adjudged

the 'Winner' under the 'Process Innovation Leadership' category
in the Manufacturing sector at Frost & Sullivan's Project
Evaluation and Recognition Programmed (PERP).

 ITC won the FICCI Water Awards 2016 in the 'Community

Initiatives by Industry' category. Also won FICCI CSR Award
2016 for Environment Sustainability and Health, Water &
Sanitation programmers.

 ITC won the prestigious 12th Business world FICCI CSR

Award in the Large Enterprise category. The Award recognizes
the most socially responsible Indian corporates in CSR.

11
 ITC won the FICCI Outstanding Vision Corporate Triple
Impact Award, presented by the then Prime Minister, Dr.
Manmohan Singh (2008).
 ITC was ranked 2nd among top Indian companies in the first-
of-its-kind Standard & Poor Environmental, Social and
Corporate Governance ratings (2008).
 ITC was the 1st Indian Company and 2nd in the world to win
the Development Gateway Award for its trail-blazing e-
Croupal initiative (2005).
 ITC was presented the World Business and Development
Award at the historic Rio+20 UN Summit for its Social and
Farm Forestry initiative.
 ITC was presented the AIM Asian CSR Award by the Asian
Forum on Corporate Social Responsibility (AFCSR), in
recognition of its contribution to the creation of sustainable
livelihoods and fostering economic growth in rural
communities in India.

12
FACTORIES
ITC’s factories in India. These are

CIGARETTE MANUFACTURING PLANTS:

1. Bengaluru, Karnataka: A state-of-the-art facility producing various

cigarette brands.
2. Munger, Bihar: Equipped with cutting-edge technology for cigarette
manufacturing.
3. Saharanpur, Uttar Pradesh: A modern plant focusing on cigarette
production.
4. Kolkata, West Bengal: One of the primary units for cigarette
manufacturing.
5. Pune, Maharashtra: A facility dedicated to cigarette production.
6. These factories utilize advanced technologies and adhere to global best
practices to ensure product quality.

RECENT AND UPCOMING FACILITIES:

1. Kapurthala, Punjab: In December 2017, ITC inaugurated a major

manufacturing and logistics facility to enhance its supply chain
efficiency in the northern region.
2. Nadiad, Gujarat: Plans are underway to establish a packaging plant,
aiming to strengthen ITC's packaging capabilities.

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 PRODUCT/SERVICE PROFILE:
In FMCG, ITC has a strong presence in:

Cigarettes

 W. D. & H. O. Wills,  India Kings  Scissors

 Gold Flake Kings,  Classic  Capstan
 Gold Flake Premium,  Verve  Berkeley
 Navy Cut,  Menthol  Bristol
 555  Menthol Rush  Lucky Strike
 Benson & Hedges  Regular, Citric Twist  Players and
 Silk Cut  Mild & Ultra Mild  Flake.

Foods:
 Ashirwad,  Yippee
,
 Candyman,
 Minto,
 Bingo,
 SunFes
t,
Personal care:
 Fiama di Wills
 Vivel
 Essenza di Wills
 Superia
 Vivel di Wills brands of products in perfumes, hair care and skincare

Stationery:
 Classmate and
 Paper Kraft brands
Safety Matches and Agarbattis:
 IKno
 Mangaldeep
 Aim brands


14
OTHER BUSINESSES INCLUDE:
 Hotels: ITC's hotels (under brands including Welcome Hotel)
have evolved into being India's second largest hotel chain
with over 80 hotels throughout the country. ITC is also the
exclusive franchise in India of two brands owned by Sheraton
International Inc.- The Luxury Collection and Sheraton which
ITC uses in association with its own brands in the luxury 5
star segment.
 Brands in the hospitality sector owned and operated by
its subsidiaries include Fortune and Welcome Heritage
brands.
 Paperboard, Specialty Paper, Graphic and other Paper;

 Packaging and Printing for diverse international and Indian clientele.

 Infotech (through its fully owned subsidiary ITC Infotech

India Limited which is a SEI CMM Level 5 company)

15
NEW PRODUCT LAUNCHES
ITC Limited has recently introduced several new products across its
diverse business segments:

a. Right Shift:

In August 2024, ITC launched 'Right Shift,'

a product line targeting consumers aged 40
and above. This range focuses on nutrient-rich foods made with
natural ingredients, including upma, oats, cookies, and atta,
aiming to support digestion, strength, and energy.

16
b. Eco byte:

In May 2024, ITC's Packaging and Printing

Business introduced 'Eco byte,' offering sustainable packaging
solutions directly to consumers. This initiative caters to home
chefs, party hosts, and eco-conscious households, providing top-
notch, eco-friendly packaging certified by the Forest
Stewardship Council.

c. SunFest Super Egg & Milk Biscuit:

In September 2024, ITC's SunFest brand
launched the 'Super Egg & Milk Biscuit.' This product combines the
nutritional benefits of egg and milk, addressing the convenience
needs of mothers seeking wholesome snack options for their children.
These launches reflect ITC's commitment to innovation and catering
to evolving consumer preferences.

17
ITC’S TARGET AUDIENCE
ITC India has positioned its wide range of product offerings in such a way
that it covers audiences beginning from 2-year-olds to working-class
professionals.

A Demographics-wise Breakdown of ITC’s Offerings

Demographics Products

Bingo chips, SunFest Biscuits, Yippee

Kids
noodles

SunFest Farm lite Biscuits and organic

Working Professionals and above
food products

Ashirwad Atta, SunFest Biscuits, Yippee

General Audience
noodles

Nestle’s Digital Marketing Strategies

By now, you are aware of the fact that ITC is the world’s largest food and
beverage company by revenue. This might also come as very basic
information for you.
But what if I tell you that ITC has always been one step ahead when it comes
to its marketing policies and tactics. It has always worked on the most up-to-
date marketing methods be it offline or digital marketing strategies, which
matter the most in today’s day and age.

ITC’s Social Media Marketing Strategy

ITC India is active on all three major social media platforms like Instagram,
Facebook, and Twitter. Here’s an overview of the same.

18
 Nestle Social Media Overview
Facebook Twitter Instagram

About 8.2K people like It enjoys about 46.9K Nestle has about 28.9K
ITC’s Facebook Page followers on Twitter followers on Instagram

FACEBOOK AND INSTAGRAM

ITC India has designed its Facebook and Instagram profiles moreover the
same. It shares posts related to what ITC India is currently up to. It also
announces its new launches, talks about its corporate social responsibility
(CSR) measures, etc.
It maintains separate pages for its brands. which also have an insane number
of followers on both Instagram and Facebook.

YOUTUBE:
https://youtu.be/XIMKBMTZRsg?si=tnksnJMzXm48BiiG

Now that you have a complete overview of ITC’s social media presence.
Let’s have a look at some of the campaigns rolled out by ITC’s brands and
along with a few creatives under their marketing campaigns which have
helped them to maintain the attention of Indian consumers.

Marketing Campaigns of ITC

19
ITC has rolled out several campaigns all these years but here are the few
marketing campaigns that have left a lasting impression on the Indian
audience.

1. A Campaign for the Youth: Har Ghar Tiranga (2022)

Dreams of a free nation realized, struggles and sacrifices all recognized,

Freedom worn as an honour and a badge of pride! ITC presents an ode to
freedom on this 75th year celebrating #AzadiKaAmritMahotsav. Bring
home the #Tiranga and hoist it with pride for everybody who put up a
fight but couldn’t witness the glory of freedom’s first light!

2. A Caring Campaign: Sab Saath Badhein (2017)

ITC's vibrant portfolio of more than 25 world-class Indian brands anchor

competitive and inclusive value chains that empower millions of farmers
and many amongst the weakest in society. ITC's businesses and brands
generate livelihoods for more than 6 million people in the country. ITC
believes that it is crucial to build and own intellectual capital in India.
Such intellectual property manifest in winning brands capture and retain
larger value in the country. They are also a badge of honour and a mark of
economic respect for the country of their origin. Such brands owned in
India prevent avoidable outflow of foreign exchange out of the country. It
is with this strength of conviction that ITC has built a large portfolio of
popular Indian brands, including Ashirwad, SunFest, Bingo, Yippee!
Classmate, Fiama, Vivel, Engage, Savlon and Mangaldeep. These brands
support vital Farm to Fork, Tree to Textbook and Bamboo to Agarbatti
value chains, which empower millions and contribute to a more
sustainable and inclusive future.

3. A Campaign for Ashirwad Atta: Naye Zamane Ka Naya Atta

(2002)

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 Ashirwad Atta, one of ITC’s leading food brands, launched the
#NayeZamaneKaNayaAtta campaign to promote its multigrain flour.
The campaign emphasizes the importance of balanced nutrition,
particularly for modern Indian families with changing dietary habits.
Through engaging advertisements and influencer collaborations,
Ashirwad highlights how its multigrain atta provides essential
nutrients while maintaining the softness and taste of traditional wheat
flour.

4. SunFest- #JoyOfGifting SunFest Dark Fantasy (2023)

ITC’s SunFest brand, particularly the premium Dark Fantasy range,

launched the #JoyOfGifting campaign to encourage consumers to
consider chocolates and cookies as thoughtful gifts. The campaign
portrays SunFest Dark Fantasy as an indulgent treat that strengthens
bonds between people. With rich visuals and emotional storytelling,
the campaign captures the essence of joy and celebration, making
Dark Fantasy synonymous with premium gifting.

5. Bingo! - Mad Angles & Tedhe Medhe Campaigns (2007)

Bingo! ITC’s popular snack brand, is known for its humorous and
quirky advertising. Campaigns like "No Confusion, Great
Combination" for Mad Angles and Tedhe Medhe's wacky storytelling
ads aim to appeal to young audiences who love fun and excitement.
The ads often feature unexpected twists, vibrant visuals, and catchy
dialogues, making Bingo! a brand associated with adventure and
spontaneity. The focus is on the unique flavor combinations and
innovative product shapes that set Bingo! apart from competitors.

6. Classmate - #BeBetterThanYourself (2003)

ITC’s Classmate brand launched the #BeBetterThanYourself

campaign to inspire students to focus on self-improvement rather than
competition with others. The campaign features motivational stories
and advertisements showing how persistence and learning lead to
personal growth. Classmate, being a major stationery brand in India,
aligns itself with the aspirations of students by promoting excellence,
creativity, and self-development.

7. ITC Fiama - #GetSkinFit

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 Fiama, ITC’s personal care brand, launched the #GetSkinFit campaign
to promote skincare through its body washes and gels. The campaign
focuses on how Fiama’s products keep the skin nourished, hydrated,
and refreshed in daily life. With vibrant and youthful advertisements,
Fiama positions itself as a modern self-care brand that helps consumers
feel good and confident in their skin

8. Savlon - #HandWashChallenge & Healthy India Mission (2016)

Savlon, ITC’s hygiene brand, has run multiple health awareness

campaigns. The #HandWashChallenge on social media encouraged
people, especially children, to develop proper handwashing habits.
The Healthy India Mission aimed to educate people about hygiene and
sanitation, particularly in rural areas. Savlon has collaborated with
schools and NGOs to distribute free handwash products and teach
hygiene practices, reinforcing its commitment to public health.

9. ITC Hotels - Responsible Luxury

ITC Hotels introduced the Responsible Luxury campaign to highlight its

commitment to sustainability without compromising on luxury. The
campaign showcases how ITC Hotels incorporate eco-friendly practices
such as green building certifications, energy conservation, and locally
sourced ingredients in their restaurants. By aligning with conscious
travellers who prefer sustainable yet opulent experiences, ITC Hotels
reinforces its image as a leader in luxury hospitality with a purpose.

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ITC’S WEBSITE OVERVIEW

ITC has a very strong website presence compared to its competitors. It

has separate websites for its brands as well which helps ITC to rank
itself better on Google Search.

In today’s world where brands are working on spreading awareness

via social media, ITC has gone one step ahead and made its audience
visit its websites by releasing various campaigns.

ADVERTISING STRATEGY
ITC employs a diverse range of advertising strategies to strengthen its brand
presence across various product categories. The company leverages multi-
channel marketing, including television, digital platforms, print media, and
outdoor advertising, to reach a broad audience. Emotional storytelling and
celebrity endorsements are key tactics, with ITC frequently collaborating with
renowned personalities to enhance brand credibility. Additionally, ITC uses
cause-related marketing, such as sustainability campaigns for brands like
Classmate and Ashirwad, to align with consumer values. The company also
focuses on regional and hyperlocal marketing, tailoring its messages to
different demographics. Moreover, ITC utilizes point-of-sale promotions and
in-store branding to influence purchase decisions, ensuring strong brand
recall

RECRUITMENT POLICY
ITC's recruitment policy focuses on attracting and retaining top talent through a
structured and merit-based process. The company follows a multi-stage
selection approach, including aptitude tests, group discussions, and personal
interviews to assess candidates' skills, knowledge, and cultural fit. ITC
emphasizes campus hiring from top business schools and technical institutes,
offering management and technical trainees structured career development
programs. It also recruits experienced professionals through lateral hiring,
targeting individuals with relevant industry expertise. The company promotes
internal mobility, encouraging employees to take on diverse roles across
functions and business divisions. ITC values diversity and inclusion, ensuring
equal opportunities for all candidates. Additionally, the organization focuses on
long-term employee engagement, offering training, mentorship, and leadership
development programs to foster career growth.
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TRAINING AND DEVELOPMENT

ITC's Training and Development strategy is designed to enhance employee

skills, leadership capabilities, and overall professional growth. The company
follows a structured learning approach, offering both on-the-job training and
classroom-based programs. Employees undergo functional, behavioural, and
leadership training through ITC’s in-house learning academies and
partnerships with top educational institutions.

ITC also emphasizes digital learning, providing e-learning modules and

virtual training sessions to ensure continuous development. The company
follows a "Grow from Within" philosophy, encouraging internal mobility
and leadership grooming through mentorship programs and succession
planning. Special training programs like Young Leaders Program (YLP) and
Emerging Leaders Program (ELP) are designed to fast-track high-potential
employees into leadership roles. Additionally, ITC invests in skill
enhancement workshops, cross-functional exposure, and innovation-driven
learning, ensuring its workforce remains agile and competitive in a dynamic
business environment.

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SWOT ANALYSIS OF ITC:

ITC’s Strengths
1. India’s largest cigarette producer: ITC Ltd. enjoys a market share by
volume of over 75% in the cigarette segment in India and is the
absolute market leader. The company has five cigarette manufacturing
factories across India in Bengaluru, Kolkata, Munger, Pune, and
Saharanpur.

2. Diversified businesses: ITC’s diversified portfolio includes FMCG,

Hotels, Packaging, Paperboards & Specialty Papers, and Agri-
Business. Approximately 67% of the revenue comes from the FMCG
segment, including cigarette sales and staple products. The Agri-
Business segment accounts for about 21% of total revenue and
includes the sales of Agri-commodities such as wheat, rice, and coffee,
while Paperboards, Paper & Packaging accounts for about 11% of
the total revenue, and Hotel business accounts for the rest 2%.

3. Large market capitalization: ITC is one of India’s leading private

sector companies with a market capitalization of Rs 4.3 trillion. The
corporation is currently considered the number one stock in the
market capitalization category compared to similar companies.

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4. Vast market reach: The conglomerate runs over 10 business lines and
exports its range of products to 60 countries. ITC boasts over 200
manufacturing facilities in India and a distribution network covering
over 7 million retail outlets across various trade channels. Its product
range includes more than 25 brands spanning various categories. The
company also has 113 hotel properties.

5. Market growth & e-commerce sales: ITC added new markets and
outlets in FY 2021-22, thereby increasing its market coverage by 1.4
times and outlet coverage by 1.1 times over the previous year. The
growth has further strengthened its multi-channel distribution network
in the process.

6. Brand recognition: ITC Ltd. is ranked #2 among the top

ten India FMCG brands. In the hospitality sector, ITC’s flagship
restaurants Bukhara, Avartana and Dum Pukht have received
recognition among the world’s best restaurants by 50 Best Discovery
.
7. Shrewd acquisitions: ITC Ltd. has made several astute acquisitions to
help the company expand into new business areas.
A few examples of those acquisitions are

I. Tecnico Agri Sciences, a producer of high-yielding seed potatoes,

was bought for Rs 121 crore in March 2016. It is India’s largest
seed potato producer, with more than 50% market share in the
processed potatoes segment.

II. Sunrise Foods, a leading manufacturer of high-

quality Indian spices, was acquired for Rs 2,150 crore in May
2020.

III. ITC also acquired a 10% stake in Blupin Technologies for Rs 390
million in May 2022. The company is a web and app-based
content-to-community-to-commerce platform that also deals in
mother and baby care products and services under the brand name
”Mylo”.

8. Innovative marketing: ITC’s B2B app Unnati has brought over 2.2
lakh retailers on board within eight months of the national launch,
further strengthening the conglomerate’s pull in the retail segment. It
also runs an exclusive D2C platform, ITC e-Store, enabling consumers
to access more than 700 FMCG products across 45 categories.

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ITC’s Weaknesses
1. Overreliance on the Tobacco business: ITC is heavily reliant on its
cigarette business for its revenue. Although it has tried to diversify its
FMCG segment, cigarettes still account for around 40% of
revenues and about 81% of operating income.

2. Negative public perception: Despite its PR efforts, the tobacco

industry cannot escape the perception that it harms health and the
environment. In some quarters, tobacco has been linked with the
deaths of more than 1 million people a year in India.

3. Disadvantageous tobacco regulatory environment: While ITC

Ltd.’s international peers have managed to diversify into lower-risk
sectors such as vaping, a ban on e-cigarettes in India has made it
difficult for the Indian multinational to follow suit.

4. Business disputes: ITC Ltd. and Nestle India have been embroiled
in a seven-year dispute over the use of ‘Magic Masala’ and ‘Magical
Masala’ catchphrases to promote their noodles brands. The Madras
High Court in 2020 ruled that the phrases are common English and
Indian words and that neither of the companies can claim a
monopoly over them.

ITC’s Opportunities
1. Upbeat economic environment: After putting its pandemic-related problems
behind it, India is poised to become the world’s fastest-growing major economy
for the second year in a row, growing at approximately twice the rate forecast
for China. Economic initiatives like the Gati Shakti scheme and PLI scheme,
which are aimed at fostering infrastructural & manufacturing investment, have
also played their part in creating a buoyant economic atmosphere.

2. Post pandemic recovery: Analysts expect ITC Ltd. to enjoy robust growth
in business in FY-23, supported by volume growth in the cigarettes business,
recovery in the hotel sector, as well as improvement in its info-tech segment.
There is also room for ITC Ltd.’s range of fast-moving consumer goods to
grow, backed by an estimated total addressable market potential of Rs 5
trillion by 2030.

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3. Product diversification: A strategic shift from tobacco towards acquisitions
in FMCG can help accelerate the conglomerate’s growth, given how rapidly the
FMCG segment is expanding. Financials have shown encouraging performance
in ITC’s overall matrix with its value-accretive M & As. Currently, consumer
staple products account for around 40% of segment revenue, while cigarettes
account for the remaining 60%.

4. Growth in consumer demand: The FMCG industry is currently estimated to

be the fourth largest sector in India. In 2021, it realized a 16% increase in
value, the fastest recorded in nine years. It is expected to increase at a
compound annual growth rate of 14.9% to reach $220 billion by 2025, double
the amount recorded in 2020.The Indian packaged food market is also expected
to double to $70 billion by 2025. This presents an excellent opportunity for ITC
to invest further in this promising sector.

5. Emerging market segments: Rising digital connectivity in metro cities and

rural areas is driving the demand for FMCG products through e-commerce
websites. ITC can position itself to take advantage of this changing trend.

6. Use of AI and data analytics: Organizations in India are increasingly using

AI to enhance their core business processes and services to serve their clients,
employees, and key stakeholders better. Although ITC has invested in Artificial
Intelligence and developed its NextGen data architecture powered by AI and
ML, there is room for the conglomerate to exploit the technology even further to
gain insights into consumer behaviour and for its agricultural operations.

7. Low penetration of legal cigarettes Currently, legal cigarette consumption

in India accounts only for 8% of total cigarette consumption, compared to
the world average of 90%. ITC could well leverage stricter laws from the
government on cigarette sales channels to increase the sales of its products.

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ITC’s Threats
1. Rising production costs: A sharp increase in commodity prices and
energy costs, coupled with persistent global supply chain disruptions in
the last few months, have put considerable pressure on the company’s
profit margins.

2. Counterfeit cigarette trade: Tobacco consumption in India from

the legal cigarette trade has been on the decline and currently accounts
for only 10%. This has severely impacted ITC’s cigarette sales.

3. Anti-tobacco regulation: Unfortunately, for ITC, cigarettes are still the

company’s mainstay in terms of revenue, making the company highly
vulnerable. Intense competition

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OVERVIEW

I have taken ITC ltd for my organizational study even though it was a
secondary data it was great experience learning more in-depth about
the company and acquired quite knowledge about the company.

• Learned about the ITC limited operations in different sectors.

• Learned about their innovation in products.
• Their involvement in other fields.
• Learned about the awards and rewards received by the company.
• Their future growth in FMCG and another sector.
• Their marketing strategies in promoting their companies’ products.
• Learned about their strength and weakness in the industry

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CONCLUSION

Our research on ITC highlights the company's strong marketing strategies,

recruitment policies, training programs, and decentralized management
approach. ITC’s success is driven by its innovative branding, sustainable
business practices, and employee-centric policies. The company effectively
balances business growth with social responsibility, making it a leader in the
FMCG and diversified sectors.
Through this research, we have gained valuable insights into ITC's strategic
decision-making, consumer engagement, and operational efficiency. The
company's focus on technology, sustainability, and people development ensures
long-term success in a competitive market. ITC’s business model serves as an
inspiration for organizations aiming for both profitability and positive social
impact.

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REFERENCES
www.studymode.com
www.itcportal.com
https://en.m.wikipedia.org
https://bstrategyhub.com/nestle
Books:
ITC Limited: Nation First
ITC Limited: India First
ITC Limited: Diversification Strategy
Y C Deveshwar and ITC Limited
ITC: A Global Model in Sustainability

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