ITC’s
commitment to enhance the competitiveness of the entire value chain to which each of its
businesses belongs, is eloquently reflected in the Company’s recent entry into
marketing of Safety Matches and Agarbattis.
The Company’s business model in these
new initiatives is premised on sourcing these products from Small and Medium Enterprises
(SMEs). ITC makes available its expertise in R&D and product development to enable
these SMEs to upgrade their technology, quality standards, production processes and
product features and functionalities.
ITC has also entered into partnerships with
select NGOs to train economically disadvantaged women in rolling quality agarbattis,
thereby creating valuable vocational opportunities.
ITC has effectively leveraged its in-house
state-of-the-art packaging solutions capability to bring unmatched value to consumers.
ITC’s pioneering ‘fragrance-locked’ packaging for ‘Spriha’ and
‘Mangaldeep’ brands of agarbattis and the unique strike surface design for
matches are prime examples.
ITC’s safety matches brands –
‘Mangaldeep’, ‘iKno’, ‘VaxLit’ and ‘Aim’ –
have gained significant market share on the back of rapid national rollout and visibly
superior product quality. ‘Aim’ has already become the single largest safety
matches brand in the country. The Company has also begun exporting its safety matches
brands to the United States and West Africa.
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