ITC's Watershed Development Programme

Brands with Purpose

Aashirvaad's 'Sach Much Organic'

Aashirvaad, through its 'Sach Much Organic' campaign, underscores its commitment to offering consumers the highest standards of quality, purity, and transparency. Each product features a unique QR code that allows consumers to trace its journey from farm to table, empowering them to make informed choices. This initiative reflects ITC's dedication to sustainability and responsible sourcing, helping consumers connect directly with the origins of their food.
Feel Good with Fiama - Mental Well-being

Fiama has partnered with The Minds Foundation to launch a Virtual Clinic for mental health therapy, offering affordable access to licensed professionals. The 'Feel Good with Fiama' campaign shines a light on mental well-being and destigmatises mental health conversations, particularly among Gen Z. Through its Mental Wellbeing Survey 2023, the brand highlights a shift in how younger generations are redefining happiness and contentment, encouraging open dialogue on emotional well-being.
Aashirvaad's 'Raho Chaar Kadam Aage'

Aashirvaad Atta's 'Raho Chaar Kadam Aage' campaign is a tribute to homemakers, encouraging them to realise their full potential. The initiative empowers women by offering upskilling opportunities to monetise their newly acquired skills.
Vivel's 'Ab Samjhauta Nahi' Campaign

Vivel's 'Ab Samjhauta Nahi' campaign advocates for women’s empowerment, emphasising a woman's right to dream and succeed without compromise. The campaign encourages women to reject societal limitations, embodying the brand's belief in gender equality.
B Natural's 'Naanu Kooda Raitha'

B Natural is committed to supporting farmers through the 'Naanu Kooda Raitha' initiative. This project provides farmerettes with essential livelihood training and market linkages. By mobilising and training women farmers in states like Andhra Pradesh, Tamil Nadu, and Maharashtra, the brand also helps improve agricultural practices while empowering women to secure sustainable livelihoods.
Sunfeast Cup 2022

The Sunfeast Cup is an annual football tournament that provides a platform for young talent. It celebrates Northeast India's football culture and offers budding athletes the opportunity to showcase their skills and pursue their passion for the sport.
Sunfeast YiPPee!'s 'Better World Programme'

The 'YiPPee! Better World Programme' educates over 2.5 lakh students across 500 schools in Bengaluru about plastic waste management. The programme goes beyond education by providing schools with infrastructure made from recycled plastic. With initiatives like 'Create Magic,' YiPPee! converts post-consumer plastic waste into playground equipment for parks in Delhi, Mumbai, Bengaluru, and Kolkata, aiming to create a positive impact on both children and the environment. 'Terra' by Sunfeast YiPPee! has also introduced a range of lifestyle products upcycled from YiPPee! wrappers to sustainably manage post-consumer packaging waste.
Sunfeast Mom's Magic - 'HugHerMore' Campaign

Sunfeast Mom's Magic launched the ''#HugHerMore' campaign to inspire people to spend more time with their mothers and appreciate the magic of maternal love. The campaign encourages individuals to take up the new year resolution of hugging their mothers more often, reinforcing the emotional bond that lies at the heart of every family.
Savlon Swasth India Mission - #HandwashLegend

The Savlon Swasth India Mission is changing the way children think about hand hygiene through the #HandwashLegend initiative. Partnering with rapper Emiway Bantai and the Dharavi Dream Project, Savlon created a fun anthem that merges entertainment with hygiene awareness. By transforming the rapper's gesture of 'rubbing hands together' into a handwashing move, the campaign makes hand hygiene fun and engaging for the younger generation.
Classmate's 'All-Rounder' Campaign

Classmate's 'All-Rounder' campaign is dedicated to fostering the holistic development of school children. Through this initiative, Classmate supports students in realising their all-round potential by encouraging skills beyond academics, enabling them to grow as well-rounded individuals with diverse talents.
Mangaldeep's Sixth Sense Panel

Mangaldeep celebrated World Sight Day 2023 by launching a short film that honours visually impaired individuals who serve on the brand's inclusive Sixth Sense fragrance panel. These extraordinary individuals use their enhanced sense of smell to test Mangaldeep's fragrances, showcasing the power of inclusivity and the extraordinary abilities of people with visual challenges.

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Driving Change through
Purpose-led Brands

ITC's brands have also been leading the way in incorporating recycled materials in their packaging to tackle the challenge of plastic waste.

Brands with Purpose

Driving Change through Purpose-led Brands

ITC's brands have also been leading the way in incorporating recycled materials in their packaging to tackle the challenge of plastic waste.

Brands with Purpose

Driving Change through
Purpose-led Brands