ITC is entering the Packaged Gourmet Foods Business as a part of its strategic endevour to develop new product lines by synergising its proven competencies. These Packaged Foods will be marketed under the umbrella brand of 'Kitchens of India'.

To begin with, the Company has launched ready-to-eat 'Dal Bukhara' in attractive new packaging in Delhi. Canned 'Dal Bukhara' is now being retailed at major supermarkets in the capital city. ITC will gradually launch 'Dal Bukhara' in other major cities in the country.

'Dal Bukhara' is the signature dish of ITC Hotel Maurya Sheraton's internationally acclaimed restaurant, 'Bukhara', in the capital. Extolled by Mr. Bill Clinton and frequented by the crème d la crème of Delhi and famous visitors from around the world, 'Bukhara' completed 24 years on August 12, 2001.

The 'Kitchens of India' brand is a well-planned corporate effort to make available authentic and traditional Indian food to Indian and global connoisseurs. The brand will initially promote the three famous ITC Welcomgroup's heritage cuisines of 'Bukhara', 'Dum Pukht' and 'Dakshin'. Each of these cuisines and restaurant chains has earned a reputation for delighting discerning customers. The Foods Business will introduce more products later.

The Company's venture into the Foods Business blends its time-tested and proven competencies. It brings together the culinary expertise of the Company's hospitality business and its brand building and marketing prowess backed by a deep understanding of consumer behaviour, besides the acknowledged packaging capability of its Packaging & Printing Division.

According to the Chief Executive of the Foods Business, Mr. R S Naware, "the 'Kitchens of India' is a shared journey of delight for the chefs who explore and recreate these exotic foods and flavours of India and the connoisseurs who savour the resulting splendid dishes from the vast repertoire of India's heritage cuisine".

Mr. M S Gadhok of ITC's Foods Business explained that an in-house expert team of a Food Technologist and a Master Chef personally supervise the entire process of manufacture of these packaged foods. State-of-the-art technology, backed by highly developed processes and stringent quality control, ensures that the packaged foods retain their original aroma and taste. A unique feature is that no preservatives are added to the food.