In
ITC’s branded packaged foods business, the Company has created a new epicentre of
rapid growth by blending its time-tested key competencies and organisational strengths.
Capability to source high quality agri products, access to in-house world-class
paperboards and state-of-the-art packaging solutions, widely acknowledged cuisine
expertise of its hotels’ business and a robust FMCG distribution infrastructure have
combined to give the Company a distinct advantage in the market place.
ITC’s portfolio, currently consisting
of 45 value-added products, appeals to changing consumer preferences in virtually all
categories – staples, confectionery, snack foods & biscuits, and ready-to-eat
meals. 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 5
brands.
ITC’s ‘Aashirvaad’ atta has
already established leadership as the number one branded atta among national branded
players within barely two years of launch. The ‘Aashirvaad’ assurance of quality
now extends to ready-to-eat foods, ready-to-cook pastes, atta and salt.
ITC pioneered the launch of butterscotch
cream and orange marie biscuits, under the ‘Sunfeast’ brand – examples of
product innovation widely accepted by the consumers.
ITC has achieved a significant
market presence in the confectionery segment with the rapid growth of the
‘mint-o’ and ’Candyman’ brands, which between them now have 11 flavour
variants.
ITC’s ‘Kitchens of
India’ range of gourmet products showcases India’s traditional cuisine, captured
in the cooking styles of three of ITC’s celebrated restaurants –
‘Bukhara’, ‘Dakshin’ and ‘DumPukht’.
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