WINNING GLOBAL PALATES

ITC’s Foods business exports its products to the key geographies of North America, Africa, Middle East and Australia. Despite a continued slowdown in international markets, ITC Foods’ exports continue to grow robustly year after year.

This has been achieved by taking the more arduous route of building a high-class Indian brand amongst mainstream American and Canadian consumers and also selling market leaders like Aashirvaad amongst the Indian diaspora. Significant investments have been made in brand building in these markets as opposed to selling on the platform of price discounts.

Kitchens of India currently ranks No.2 in the USA and No.1 in Canada amongst all brands in the ambient Indian Ready-to-Eat segment in traditional supermarkets. Targeted at the mainstream population and positioned at the premium end of the market, Kitchens of India is sold through leading chains like Kroger, Safeway, Walmart, Whole Foods and Loblaws, among others. Kitchens of India has also been listed in the popular COSTCO wholesale club towards the end of 2011. Moreover, Kitchens of India has emerged as the leading Indian Food brand in the USA on Amazon.com!

Aashirvaad atta is exported to USA and Australia and has emerged as a leading Atta brand in these countries, replicating its domestic performance overseas. Exports of Aashirvaad Whole Wheat atta have grown by 87% this year.

The year 2011 also saw the launch of Sunfeast biscuits in the Middle East and Africa. The brand has made a promising start and is expected to witness a stronger presence in the near future.

Both the existing product portfolios in ITC’s key markets of USA, Canada and Australia and those recently introduced in the new markets of the Middle East and Africa are positioned for sustained growth in the future.

PREVIOUS | NEXT