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Lifestyle Retailing
ITC’s Lifestyle Retailing Business offers discerning consumers a complete fashion wardrobe as well as an international shopping experience through a nationwide chain of exclusive Wills Lifestyle stores. Wills Lifestyle, the fashion destination, offers a tempting choice of Wills Classic work wear, Wills Sport relaxed wear, Wills Clublife evening wear, fashion accessories and Essenza Di Wills - an exclusive range of fine fragrances and bath & body care products and Fiama - a range of premium shampoos and shower gels. Wills Lifestyle has also introduced Wills Signature designer wear, designed by the leading designers of the country. With a distinctive presence across segments at the premium end, ITC has also established John Players as a brand that offers a complete fashion wardrobe to the male youth of today.
Wills Lifestyle is now available in 74 exclusive stores in 40 cities and across more than 150 ‘shop-in-shops’ in leading departmental stores. In the popular segment, ‘John Players’ has established a strong pan-India presence with over 280 Flagship Stores and 1,100 Multi Brand Outlets and Departmental Stores.
Education & Stationery Products
The Education & Stationery Products Business recorded an impressive sales growth powered by brand ‘Classmate’ which continued to consolidate its leadership position in student notebooks. Sales of non-paper categories registered an impressive growth indicating growing consumer acceptance of ‘Classmate’ pens, pencils, mathematical instruments, erasers & sharpeners. With its brand ambassadors Yuvraj Singh and Soha Ali Khan, further strengthening brand value for the range, the year also witnessed the launch of art stationery under the ‘Classmate – Colour Crew’ brand.
On the occasion of ITC’s Centenary, the ITC Classmate Ideas for India Challenge was launched – an initiative that challenged the imagination of the youth to create their vision for the India of tomorrow. The event reached out to 25 lakh students across 30 cities and received nearly 60,000 entries that culminated in 11 national finalists.
The Business has also positioned Paperkraft Premium Business Paper, as an environment friendly multi-purpose paper, which uses a pioneering manufacturing process called ‘Ozone Treated Elemental Chlorine Free Technology’ and pulpwood sourced from renewable plantations.
Incense Sticks (Agarbattis)
 ITC’s ‘Mangaldeep’ brand of incense sticks further strengthened its market standing during the year with sales recording an impressive growth of 54% driven by increasing consumer franchise for the brand combined with enhanced distribution reach and innovative product offerings and is currently the second largest national brand in the category.
More importantly, the business continues to provide livelihood opportunities to more than 10,000 women, through small-scale entrepreneurs, NGOs, Self-Help Groups across India, thereby contributing to the Company’s commitment to the Triple Bottom Line.
Safety Matches
ITC’s Safety Matches business sustained its market standing through continued consumer preference for its strong brand portfolio across all market segments.
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