Ankit Bhargav

BBA – III-B(M)

Enr. No.-10614101710PRODUCT ANALYSIS OF ITC

INTRODUCTION

ITC is one of India's biggest and best-known private sector companies. In fact it is one of the World's most high profile consumer operations. This SWOT analysis is about ITC. Its businesses and brands are focused almost entirely on the Indian markets, and despite being most well-known for its tobacco brands such as Gold Flake, the business is now diversifying into new FMCG (Fast Moving Consumer Goods) brands in a number of market sector

including cigarettes, hotels, paper, agriculture, packaged foods and confectionary, branded apparel, personal care, greetings cards, Information Technology, safety matches, incense sticks and stationery. Examples of its successful new FMCG products include:

Aashirvaad - India's most popular atta brand with over 50% market share. It is also present in spices and instant mixes.

Mint-o - Mint-0 Fresh is the largest cough lozenge brand in India.

Bingo! - a new introduction of finger snacks.

Kitchens of India - pre-prepared foods designed by ITC's master chefs.

Sunfeast - is ITC's biscuit brand (and the sub-brand is also used on some pasta products).

Strengths

ITC leveraged it traditional businesses to develop new brands for new segments. For example, ITC used its experience of transporting and distributing tobacco products to remote and distant parts of India to the advantage of its FMCG products. ITC master chefs from its hotel chain are often asked to develop new food concepts for its FMCG business.

ITC is a diversified company trading in a number of business sectors including cigarettes, hotels, paper, agriculture, packaged foods and confectionary, branded apparel, personal care, greetings cards, Information Technology, safety matches, incense sticks and stationery.

Weaknesses

The company's original business was traded in tobacco. ITC stands for Imperial Tobacco Company of India Limited. It is interesting that a business that is now so involved in branding continues to use its original name, despite the negative connection of tobacco with poor health and premature death.

To fund its cash guzzling FMCG start-up, the company is still dependant upon its tobacco revenues. Cigarettes account for 47 per cent of the company's turnover, and that in itself is responsible for 80% of its profits. So there is an argument that ITC's move into FMCG (Fast Moving Consumer Goods) is being subsidised by its tobacco operations. Its Gold Flake tobacco brand is the largest FMCG brand in India - and this single brand alone hold 70% of the tobacco market.

Opportunities

Core brands such as Aashirvaad, Mint-o, Bingo! And Sun Feast (and others) can be developed using strategies of market development, product development and marketing penetration.

ITC is moving into new and emerging sectors including Information Technology, supporting business solutions.

e-Choupal is a community of practice that links rural Indian farmers using the Internet. This is an original and well thought of initiative that could be used in other sectors in many other parts of the world. It is also an ambitious project that has a goal of reaching 10 million farmers in 100,000 villages.

ITC leverages e-Choupal in a novel way. The company researched the tastes of consumers in the North, West and East of India of atta (a popular type of wheat flour), then used the network to source and create the raw materials from farmers and then blend them for consumers under purposeful brand names such as Aashirvaad Select in the Northern market, Aashirvaad MP Chakki in the Western market and Aashirvaad in the Eastern market. This concept is tremendously difficult for competitors to emulate.

Chairman Yogi Deveshwar's strategic vision is to turn his Indian conglomerate into the country's premier FMCG business.

Per capita consumption of personal care products in India is the lowest in the world offering an opportunity for ITC's soaps, shampoos and fragrances under their Wills brand.

Threats

The obvious threat is from competition, both domestic and international. The laws of economics dictate that if competitors see that there is a solid profit to be made in an emerging consumer society that ultimately new products and services will be made available. Western companies will see India as an exciting opportunity for themselves to find new market segments for their own offerings.

ITC's opportunities are likely to be opportunities for other companies as well. Therefore the dynamic of competition will alter in the medium-term. Then ITC will need to decide whether being a diversified conglomerate is the most competitive strategic formation for a secure future.

PRODUCTS

fmcg

Foods Lifestyle Retailing

Personal Care Education and Stationery Safety Matches Agarbattis

Hotels

Paperboards and Packaging Paperboards and Specialty Papers - Packaging –

Agri Business Agri Commodities & Rural Services - e-Choupal - Leaf Tobacco, Spices & Agri Inputs - Information Technology

Group Companies

Cigarettes and cigars

ITC is the market leader in cigarettes in India. With its wide range of invaluable brands, it has a leadership position in every segment of the market. It's highly popular portfolio of brands includes Insignia, India Kings, Lucky Strike, Classic, Gold Flake, Navy Cut, Players, Scissors, Capstan, Berkeley, Bristol and Flake, Silk Cut and Duke.

The Company has been able to build on its leadership position because of its single minded focus on value creation for the consumer through significant investments in product design, innovation, manufacturing technology, quality, marketing and distribution.

All initiatives are therefore worked upon with the intent to fortify market standing in the long term. This in turns aids in designing products which are contemporary and relevant to the changing attitudes and evolving socio economic profile of the country. This strategic focus on the consumer has paid ITC handsome dividends.

ITC's pursuit of international competitiveness is reflected in its initiatives in the overseas markets. In the extremely competitive US market, ITC offers high-quality, value-priced cigarettes and Roll-your-own solutions. In West Asia, ITC has become a key player in the GCC markets through growing volumes of its brands.

ITC's cigarettes are produced in its state-of-the-art factories at Bengaluru, Munger, Saharanpur, Kolkata and Pune. These factories are known for their high levels of quality, contemporary technology and work environment.

Awards

ITC's Cigarettes business has been winning numerous awards for its quality, environmental management systems and product excellence:

'Best Manufacturer of Cigarettes' for the year 2008 & 2007 and Best Exporter of Cigarettes for 2008 by the Tobacco Board based on previous three years' performance.

Occupational Health and Safety Award 2007 for Excellence in Safety Management to the Bengaluru, Saharanpur and

Kolkata factories from the Royal Society for Prevention of Accidents (ROSPA), U.K.

5 Star Health and Safety Rating in 2007 from the British Safety Council to the Bengaluru, Munger, Kolkata and Saharanpur factories and the "Sword of Honour" for Bengaluru & Saharanpur factories in 2006.

Foods

ITC made its entry into the branded & packaged Foods business in August 2001 with the launch of the Kitchens of India brand. A more broad-based entry has been made since June 2002 with brand launches in the Confectionery, Staples and Snack Foods segments.

The packaged foods business is an ideal avenue to leverage ITC's proven strengths in the areas of hospitality and branded cuisine, contemporary packaging and sourcing of agricultural commodities. ITC's world famous restaurants like the Bukhara and the Dum Pukht, nurtured by the Company's Hotels business, demonstrate that ITC has a deep understanding of the Indian palate and the expertise required to translate this knowledge into delightful dining experiences for the consumer. ITC has stood for quality products for over 100 years to the Indian consumer and several of its brands are today internationally benchmarked for quality.

The Foods business carries forward this proud tradition to deliver quality food products to the consumer. All products of ITC's Foods business available in the market today have been crafted based on consumer insights developed through extensive market research. Apart from the current portfolio of products, several new and innovative products are under development in ITC's state-of-the-art Product Development facility located at Bengaluru.

Leadership in the Foods business requires a keen understanding of the supply chain for agricultural produce. ITC has over the last 100 years established a very close business relationship with the farming community in India and is currently in the process of enhancing the Indian farmer's ability to link to global markets, through the e-Choupal initiative, and produce the quality demanded by its customers. This long-standing relationship is being leveraged in sourcing best quality agricultural produce for ITC's Foods business.

The Foods business is today represented in 4 categories in the market. These are:

Ready To Eat Foods

Staples

Confectionery

Snack Foods

In order to assure consumers of the highest standards of food safety and hygiene, ITC is engaged in assisting outsourced manufacturers in implementing world-class hygiene standards through HACCP certification. The unwavering commitment to internationally benchmarked quality standards enabled ITC to rapidly gain market standing in all its 6 brands:

Lifestyle Retailing

ITC's Lifestyle Retailing Business Division has established a nationwide retailing presence through its Wills Lifestyle chain of exclusive specialty 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 Di Wills - 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. With its brands, ITC is committed to build a dominant presence in the apparel market through a robust portfolio of offerings.

Awards

ITC's Lifestyle Retailing Business has won numerous awards for its quality, marketing and product excellence: LRBD has won several Images Fashion Awards over the years:

2009: Most admired Fashion Brand of the year - Fashion Forward - Wills Lifestyle

2007: Most Admired Fashion Campaign - John Players

2005: Most Admired Shirt Brand of the Year - John Players

2004: Rising Star Brand of the Year - John Players

2003: Most Admired Exclusive Brand Retail Chain of the Year - Wills Lifestyle

2002: Most Admired Women's Wear Brand of the Year - Wills Sport

2001: The Most Admired Brand Launch of the Year - Wills Sport

The Most Admired Exclusive Brand Retail Chain of the Year - Wills Lifestyle.

"Retailer of the Year (Fashion and Lifestyle)" Award at Reid & Taylor Awards for Retail Excellence in

2011 "Best Retail Marketing Campaign of the Year" Award at

Reid & Taylor Awards for Retail Excellence in 2011 Award for Customer and Brand Loyalty in Retail Sector

category at the 4th Loyalty Summit, 2011 Retailer of the Year Award to Wills Lifestyle in Fashion &

Lifestyle category at Asia Retail Congress 2008.

Personal Care

In line with ITC's aspiration to be India's premier FMCG company, recognised for its world-class quality and enduring consumer trust, ITC forayed into the Personal Care business in July 2005. In the short period since its entry, ITC has already launched an array of brands, each of which offers a unique and superior value proposition to discerning consumers. Anchored on extensive consumer research and product development, ITC's personal care portfolio brings world-class products with clearly differentiated benefits to quality-seeking consumers.

ITC's Personal Care portfolio under the 'Essenza Di Wills', 'Fiama Di Wills', 'Vivel UltraPro', 'Vivel' and 'Superia' brands has received encouraging consumer response and is being progressively extended nationally.

ITC's state-of-the-art manufacturing facility meets stringent requirements of hygiene and benchmarked manufacturing practices. Contemporary technology and the latest manufacturing processes have combined to produce distinctly superior products which rank high on quality and consumer appeal.

Extensive insights internationally recognised safe ingredients, subjected to the highest standards of safety and

performance.gained by ITC through its numerous consumer engagements have provided the platform for its R&D and Product Development teams to develop superior, differentiated products that meet the consumer's stated and innate needs. The product formulations use

Education and Stationery

ITC made its entry to the education and stationery business with its Paperkraft brand in the premium segment in 2002; and later expanded into the popular segment with its Classmate brand in 2003. By 2007, Classmate became the largest Notebook brand in the country. Together, Classmate and Paperkraft offer a range of products in the Education & Stationery space to the discerning consumer, providing unrivalled value in terms of product & price.

Classmate and Paperkraft have become a natural extension of the consumer. Meticulous understanding of consumer needs helped creating a relevant and comprehensive portfolio satisfying the needs of different sets of consumers.

ITC is the manufacturer of India's first Ozone treated environment friendly Elemental Chlorine Free (ECF) pulp, paper and paperboard. It blends its knowledge of image processing, printing and conversion garnered from Packaging & Printing Business with its brand building and trade marketing & distribution strengths resident in its FMCG business to offer superior value products to consumers.

Paperkraft Business paper and the papers used in Classmate and Paperkraft notebooks are superior in quality and environment-friendly. Other offerings available in education and Stationery range are safe and certified non-toxic.

Safety Matches

As part of its strategic initiative to create multiple drivers of growth in the FMCG sector, ITC commenced marketing safety matches sourced from the small-scale sector. The Matches business leverages the core strengths of ITC in marketing and distribution, brand building, supply chain management and paperboard & packaging to offer Indian consumers high quality safety matches.

ITC's range of Safety matches include popular brands like i Kno, Mangaldeep, Stylites, Aim and Aim Mega. With differentiated product features and innovative value additions, these brands effectively address the needs of different consumer segments. Aim is the largest selling brand of Safety Matches in India. ITC also exports regular and premium safety matches brands to markets such as Middle East, Africa and the USA. The successful acquisition of Wimco Ltd. by Russell Credit Ltd., a wholly owned subsidiary of ITC has consolidated the market standing of the Company's Matches business through synergy benefits derived through combined portfolio of offerings, improved servicing of proximal markets and freight optimization. Through its participation, ITC aims to enhance the

competitiveness of the small and medium scale sectors through its complementary R&D based product development and marketing strengths, especially the breadth and depth of the Company's trade marketing and distribution.

Agarbattis

As part of ITC's business strategy of creating multiple drivers of growth in the FMCG sector, the Company commenced marketing Agarbattis (Incense Sticks) sourced from small-scale and cottage units in 2003. This Business leverages the core strengths of ITC in nation-wide distribution and marketing, brand building, supply chain management, manufacture of high quality paperboards and the creation of innovative packaging solutions to offer Indian consumers high quality Agarbattis. With its participation in the business, ITC aims to enhance the competitiveness of the small and medium scale sectors through its complementary R&D based product development and strengths in trade marketing and distribution.

Mangaldeep Agarbattis are available in a wide range of fragrances like Rose, Jasmine, Bouquet, Sandalwood, Madhur, Durbar, Anushri and Mogra. New launches include Fragrance of Temple, Champa and Tarangini in an attractive pouch format.

The pouch format of packaging is increasingly becoming popular. Mangaldeep has launched three variants – Champa, Tarangini & Malligai in the pouch format catering to various

market needs. The products have received encouraging response from consumers.

Fragrance of Temple is a flagship sub brand in the Mangaldeep portfolio with Superior fragrance and high quality sticks in an industry-first canister pack. The canister pack also contains a metal agarbatti stand which has been highly appreciated by consumers.

Mangaldeep Dhoop, made with Natural Ingredients, is available in specific markets and is fast creating a key presence in North India. New launches include Sandal & Mogra variants as well as 3-in-1 offering in a single pack.

In line with ITC's Triple Bottom Line philosophy of contributing to the Nation's economic, environmental and social capital, Mangaldeep agarbattis are manufactured by small scale and cottage units, providing livelihood opportunities for more than 12,000 people. Six out of 17 Mangaldeep Agarbatti manufacturing units are ISO 9000 certified. Mangaldeep ASHA (Assistance in Social Habilitation through Agarbattis) is an ITC initiative

to improve the quality of raw agarbatti production and provide better value realization for women rollers. Under the project, ITC has extended support to NGOs in Bihar, Tripura and Tamil Nadu, to set up agarbatti units, training village women in rolling agarbattis and employing them in these units. In the latest initiative, ITC signed a MoU with the Orissa Government-run Orissa Rural Development and Marketing Society (ORMAS) for marketing raw incense sticks in the state - a move that is expected to provide employment opportunities to over 3000 rural women.

HotelsITC Hotels, India's premier chain of luxury hotels was launched on October 18,1975, with the opening of its first hotel - Chola Sheraton in Chennai. Since then the ITC Hotels brand has become synonymous with Indian hospitality. With over 100 hotels in more than 90 destinations, ITC Hotels has set new standards of excellence in the hotel industry in Accommodation, Cuisine, Environment and Guest Safety.

A leader in the premium hospitality segment, ITC Hotels have had the privilege of hosting world leaders, Heads of State and discerning guests from across the world and within.

As one of India's most dynamic hospitality chains, ITC Hotels has set standards for excellence in the hotel industry by pioneering the concept of branded accommodation. The chain has developed three brands of accommodation ITC One', 'Towers' and the 'Executive Club' to differentiate between the needs of various travelers and provide high levels of service.

First to introduce branded cuisine, its restaurants Bukhara, Dakshin and DumPukht are renowned for their delicious and authentic Indian cuisines from the

different regions of India. ITC Hotels also showcases international cuisine in its specialty restaurants West View and Pan Asian.

ITC Hotels has strategically customized its hotels and appropriately categorized them to fulfill the service and budgetary needs of travellers. With its exclusive strategic tie up with Starwood for its top of the line premium brand the 'Luxury Collection', the group is strengthening its international marketing stance. ITC Hotels was also instrumental in bringing the 'Sheraton' brand to India, with which it enjoyed a three-decade exclusive partnership.

ITC Hotels's properties are classified under four distinct brands:

ITC Hotels - Luxury Collection

In 2007, ITC Hotels entered a new phase in its collaboration with Starwood Hotels & Resorts. ITC Hotels now has an exclusive tie-up with Starwood in bringing its premium brand, the 'Luxury Collection', to India. These are super deluxe and premium hotels located at strategic business and leisure locations. The seven hotels which are part of this collection are: ITC Maurya in Delhi, ITC Maratha in Mumbai, ITC Sonar in Kolkata, ITC Grand Central in Mumbai, ITC Windsor & ITC Gardenia in Bengaluru, ITC Kakatiya in Hyderabad and ITC Mughal in Agra.

WelcomHotels offer five-star hospitality for the discerning business and leisure traveller. Currently there are three hotels under this brand namely, WelcomHotel Rama International Aurangabad, WelcomHotel Vadodara and WelcomHotel Grand Bay Vishakhapatnam. Four other ITC Hotels Sheraton Hotels – Sheraton Rajputana Hotel Jaipur, Sheraton Chola Hotel Chennai, Sheraton Park Hotel and Towers, Chennai and Sheraton New Delhi offer warm, comforting services to the global traveller and a chance to connect.

Fortune Hotels operates mid-market to upscale properties in the first-class, full-service business hotel segment all over India, in major metros, mini metros, state capitals and business towns, promising business and leisure travelers a wide choice of destinations and accommodation. Fortune Hotels currently has hotels operating in Ahmedabad, Chennai, Gurgaon, Indore, Jaipur, Jammu, Jamshedpur, Kolkata, Ludhiana, Madurai, Navi Mumbai, Ooty, Port Blair, Pune, Tirupati, Trivandrum, Vapi, Vijayawada, Vishakhapatnam, Hyderabad, Lavasa, Noida, Manipal, Bengaluru, Mussoorie, Goa, Thane, Gandhinagar and Mysore while several more hotels are expected to be commissioned soon in other key locations in India.

WelcomHeritage brings together a chain of palaces, forts, havelis and resorts that offer a unique experience. WelcomHeritage endeavours to preserve ancient royal homes and the historical Indian grandeur and opulence for the future Indian generations. WelcomHeritage provides a fine range of hotel services inside these architectural legacies present in Rajasthan, Madhya Pradesh, Uttarakhand, Himachal Pradesh, Jammu & Kashmir, West Bengal, Karnataka, Tamil Nadu, Punjab, Haryana, Assam, Sikkim, Meghalaya, Arunachal Pradesh, Uttar Pradesh, Maharastra, Kerala, Andhra Pradesh and Puducherry.

WelcomEnviron

WelcomEnviron is ITC Hotels' vision for a green world. It's a multi-faceted programme started in order to propagate environmental causes in the cities where ITC Hotels' hotels are located. With the guiding principle of 'Reduce, Reuse and Recycle', each hotel has its own programme, encompassing local participation, creating awareness among employees and internal conservation.

ITC Green Centre

The ITC Green Centre in Gurgaon, the headquarters of ITC's Hotels Business is the physical expression of this commitment to sustainability - Ecological, Social and Economic. This building is one of the world's largest green buildings with space of over 170,000 square feet and the first non-commercial complex in the country to be awarded the United States Green Building Council-Leadership in Energy and Environmental Design's (USGBC-LEED) platinum rating - the highest in the order.

At ITC Green Centre, energy consumption has been reduced significantly through design integration. The building has been designed to maximize the effect of natural light during daytime, largely eliminating the need for artificial ones. At the same time, the window glass, while allowing light inside, does not allow heat. This not only keeps the office cool from inside during the day, but also decreases the load on air-conditioners. Again, there is minimum exterior lighting to limit night sky pollution. The water consumption has dropped by 40 per cent and, with a water re-cycling plant, the building is now a zero water discharge building.

Paperboards and Specialty Papers

ITC's Paperboards and Specialty Papers Division is India's largest, technologically advanced and most eco-friendly, paper and paperboards business. The business caters to a wide spectrum of packaging, graphic, communication,

writing, printing and specialty paper requirements through its four world-class manufacturing units, 6 sales offices and a network of more than 50 dealers in India, along with an international trade network of 18 distributors / agents and 4 finishing operations close to the market for providing faster service to the customers.

Having pioneered many specialty applications, ITC's Paperboards and Specialty Papers business enjoys market leadership in the value-added paperboards segment, and also has a significant share of the Indian fine papers market. It is the largest exporter of coated boards from India.

The product range includes:

Packaging

Virgin Recycled

Folding Box Boards

Coated Duplex Whiteback

Solid Bleached Boards

Coated Duplex Greyback

Coated High Burst liner

Packaging

ITC's Packaging & Printing Business is the largest value added converter of paperboard packaging in South Asia. It converts over 70,000 tonnes of paper, paperboard and laminates per annum into a variety of value-added packaging solutions for the food & beverage, personal

products, cigarette, liquor and consumer goods industries.

The Division, which was set up in 1925 as a strategic backward integration for ITC's Cigarettes business, is today India's most sophisticated packaging house. State-of-the-art technology, world-class quality and a highly skilled and dedicated team have combined to position ITC as the first-choice supplier of high value added packaging.

The Division supplies value-added packaging to ITC's various FMCG businesses. Its client list includes several well-known national and international companies like Nokia, Colgate Palmolive, Pernod Ricard, Diageo, British American Tobacco, Philip Morris International, Agio Cigars, UB Group, Tata Tetley, Tata Tea, Reckitt Benckiser, Radico Khaitan, Akbar Brothers, Surya Nepal, VST Industries, etc.

With three packaging factories at Tiruvottiyur near Chennai (in the South), Munger in Bihar (in the East), and Haridwar (in the North of India), the Company offers a comprehensive product range in packaging backed by its packaging expertise over the decades and cutting edge technology making it truly a "One stop shop for Packaging".

Product Lines

ITC's Packaging Business has 3 major product lines

Carton Board Packaging

Printed Cartons

Fluted cartons

Flexible Packaging

Tobacco Packaging

Carton Board Packaging : ITC occupies a leadership position in catering to the needs of the liquor, mobile phones & food. ITC offers a range of value additions for carton board packaging such as UV offset printing, Foil Stamping, Embossing, Window patching & lined cartons, etc.

Flexible Packaging : is an area of high growth, supported with investments in technology and equipments from world class suppliers. ITC offers a completely integrated solution for laminates from Pre-press, In-house Blown Film, Cast film, Extrusion Lamination, Hot Melt Coating, specialty pouching and bag making. This is backed by in house cylinder making and pre press support.

Tobacco packaging : ITC offers a range of products line including flip top boxes (Square, Round, Beveled and Pillow Pack Hinge lids etc), Outers, Soft Cup labels, Pack inserts, Printed cork tipping, printed overwraps, inner frames. ITC makes value added shoulder boxes for cigars and cigarettes. ITC supplies packaging for over 80 billion cigarettes a year domestically, and supplies packaging for 15 billion cigarette sticks a year for the export market to leading tobacco majors.

Innovation & New Product Development

ITC has enhanced the value of some of the most favoured brands with superior look-and-feel packaging, using the best raw materials and process combinations, and an in-house pre-press Design Centre.

A Product Introduction Process team pioneers packaging innovations. The team uses a unique process to pilot the client's packaging through its manufacturing system. Specifications are evolved based on clients' needs based on which a variety of packaging solutions is generated. The efficacy of the packaging is tested simulating the client's factory conditions. ITC has contemporary laboratories for its 3 product lines for testing packaging requirements.

Green Packaging

ITC Packaging has pioneered offering of Green Packaging which includes usage of raw material from sustainable sources and conversion of the same in a facility which is 100% powered by renewable energy (Wind Energy). This clean energy initiative along with the other sustainability initiatives helps the Packaging Business to significantly contribute to ITC being a carbon Positive, Water Positive and Solid Waste Recycling Positive Company.

Agri Commodities & Rural Services

ITC's pre-eminent position as one of India's leading corporates in the agricultural sector is based on strong and enduring farmer partnerships that has revolutionized and transformed the rural agricultural sector. A unique rural

digital infrastructure network, coupled with deep understanding of agricultural practices and intensive research, has built a competitive and efficient supply chain that creates and delivers immense value across the agricultural value chain. One of the largest exporters of agri products from the country, ITC sources the finest of Indian Feed Ingredients, Food Grains, Marine Products, Processed Fruits, Coffee & Spices.

ITC's Agri Business Division is the country's second largest exporter of agri-products. It currently focuses on exports and domestic trading of:

Feed Ingredients - Soyameal

Food Grains - Rice (Basmati), Wheat

Marine Products - Shrimps and Prawns

Processed Fruits - Fruit Purees/Concentrates, IQF/Frozen Fruits, Organic Fruit Products, Fresh Fruits

Coffee & Spices - Coffee, Black Pepper, Chilly, Turmeric, Ginger, Celery and other Seed Spices

Farmer empowerment through e-Choupals

ITC's unique strength in this business is the extensive backward linkages it has established with the farmers. This networking with the farming community has enabled ITC to build a highly cost

effective procurement system. ITC has made significant investments in web-enabling the Indian farmer. Christened 'e-Choupal', ITC's empowerment plan for the farmer centres around providing Internet kiosks in villages. Farmers use this technology infrastructure to access on-line information from ITC's farmer-friendly website www.echoupal.com. Data accessed by the farmers relate to the weather, crop conditions, best practices in farming, ruling international prices and a host of other relevant information. e-Choupal today is the world's largest rural digital infrastructure.

The unique e-Choupal model creates a significant two-way multi-dimensional channel which can efficiently carry products and services into and out of rural India, while recovering the associated costs through agri-sourcing led efficiencies. This initiative now comprises about 6500 installations covering nearly 40,000 villages and serving over 4 million farmers. Currently, the 'e-Choupal' website provides information to farmers across the 10 States of Madhya Pradesh, Haryana, Uttarakhand, Uttar Pradesh, Rajasthan, Karnataka, Maharashtra, Andhra Pradesh and Tamil Nadu. Over the next 5 years it is ITC's Vision to create a network of 20,000 e-Choupals, thereby extending coverage to 100,000 villages representing one sixth of rural India.

Supporting the e-Choupal network are ITC's procurement teams, handling agents and contemporary warehousing facilities across India, enabling its Agri Business to source identity-preserved merchandise even at short notice. ITC's processors are handpicked, reliable high quality outfits who ensure hygienic processing and modern packaging. Strict quality control is exercised at each stage to preserve the natural flavour, taste and aroma of the various agri products.

Choupal Saagar

Following the success of the e-Choupal, the Company launched Choupal Saagar, a physical infrastructure hub that comprises collection and storage facilities and a unique rural hypermarket that offers multiple services under one roof. This landmark infrastructure, which has set new benchmarks for rural consumers also incorporates farmer facilitation centres with services such as sourcing, training, soil testing, health clinic, cafeteria, banking, investment services, fuel station etc. 24 'Choupal Saagars' have commenced operations in the states of Madhya Pradesh, Maharashtra and Uttar Pradesh. ITC is engaged in scaling up the rural retailing initiative to establish a chain of 100 Choupal Saagars in the near future.

Choupal Fresh

Choupal Fresh, ITC's fresh food wholesale and retail initiative, leverages its extensive backward linkages with farmers and supply chain efficiencies. It focuses on stocking fresh horticulture produce like fresh fruits and vegetables. Choupal Fresh retail stores are currently operational at Hyderabad. The company has also set up a complete cold chain for ensuring the availability of fresh products in the market, besides directly sourcing farm fresh produce from the farmers.

Choupal Pradarshan Khet

In line with its mission of improving the quality of life in rural India, ITC's Agri Business has launched a flagship extension programme called 'Choupal Pradarshan Khet' (CPK) or demonstration plots to help farmers enhance farm productivity by adopting agricultural best practices. Started in 2005-06, the crop portfolio includes soya, paddy, cotton, maize, bajra, wheat, gram, mustard, sunflower and potato. This initiative, has covered over 70,000 hectares and has a multiplier impact and reaches out to 1.6 million farmers.

Processed Fruits

In line with its strategy of achieving a higher order of value capture, the business also focuses on the value added segment, steadily enhancing its basket of offerings with several new products. These include frozen foods, IQF (individually quick frozen) fruits, niche products like baby-food quality purees and high brix pulp and organic purees. ITC seeks to focus on this segment and exploit the market opportunity for tropical fruits and fruit products, where India has a natural advantage of growing the complete range, including exotic varieties. In Processed Fruits category, ITC exports from HACCP certified plants to Western Europe, North Africa, West Asia, Japan and North America, a wide range of Processed Fruit products made from Mango (Alphonso, Kesar & Totapuri), Guava, Papaya and Pomegranate. ITC is the leading Indian exporter of Organic

Fruit Products certified to European (EC 2092/91) and US (NOP) Standards.

Fresh Table Grapes & Pomegranates are sourced from ITC's EUREPGAP certified farmer groups & retailed through prominent supermarkets like Sainsbury's and Albert Heijn in Europe and Daiei in Japan.

Marine Products

ITC has been a significant exporter of seafood from India since 1971. It exports frozen as well as cooked shrimps and other seafood products to Japan, USA and Europe. Its well-known brands include Gold Ribbon, Blue Ribbon, Aqua Kings, Aqua Bay, Aqua Feast and Peninsular.

A Customer Centric Approach

ITC's Agri Business Division continues to use innovation as its core strategy to retain its position as the one-stop shop for sourcing agri-commodities from India. Besides setting benchmarks in quality, reliability and value-added services, ITC is a trendsetter in customer care particularly in commodity trading. Major customers include Cargill, Marubeni, Toepfer, among others, who source agriculture commodities and food products from India. Customers can log onto www.itcabd.com, and readily access information on crop production and forecast, market updates, the latest shipment status and the prevailing foreign exchange rates.

Sourcing for ITC

ITC's Agri business is progressively aligning its commodity portfolio with the sourcing needs of the Company's Foods business to generate higher order value from its agri procurement infrastructure. The business has commenced

procurement of chipstock potatoes, one of the critical raw materials in the manufacture of the Company's 'Bingo!' brand of potato chips. The acquisition of Technico, an Australian company with technology leadership in the production of early generation seed potatoes, helped the business access a ready pipeline of new high-yielding varieties of chipstock potato seeds

Information Technology

Formed in 2000, ITC Infotech has today carved a niche for itself in the arena of global IT services and solutions. The company has established technology Centers of Excellence (CoE) to deepen capabilities and incubate cutting-edge technical competencies. A robust outsourcing model, comprehensive suite of differentiated solutions & services and focus on excellence in execution has provided the company a leadership position in chosen domains.

ITC Infotech’s customer centric go-to-market approach is organized by industry verticals. The company services industries including, Banking Financial Services & Insurance (BFSI), Consumer Packaged Goods (CPG), Retail, Manufacturing, Engineering Services, Media & Entertainment, Travel, Hospitality, Life Sciences and Transportation & Logistics.

The company enjoys the rare advantage of having a practitioner's expertise in some of these industry verticals, which has in part been bequeathed by parent ITC Limited, which runs market leading businesses in these verticals. While an enterprise range of technology

capabilities and world class quality processes form the foundation of ITC Infotech's cutting-edge IT service strength, a sharp domain focus ensures that IT services delivery always places business needs ahead of technology.

ITC Infotech provides IT solutions by addressing customer pain points through innovative solutions, optimizing their IT landscape and maximizing returns from IT investments. The company focuses on developing deep and differentiated capabilities to enhance expertise in specific industry domains, business solutions and technologies. This steadfast focus on delivering enduring value to customers has formed the bedrock of the ITC Infotech’s growth strategy. The company has been successful in attaining differentiation in niches and continues to gain competitive advantage and strengthen market standing. ITC Infotech's leadership capabilities also accrue from business critical engagements with leading organisations across five continents, and a service delivery footprint spanning over 140 countries.

ITC Infotech conforms to the highest standards in international process quality, with ISO 27001, ISO 9001, CMMi Level 3 and BS 7799 accreditations. These reflect the company's ongoing enterprise-wide focus to ensure that every engagement, program and project delivers international quality consistently.

People first

ITC Infotech nurtures its employees through numerous training and development programmes to help them actualize their potential. The overarching objective is to ensure for each individual, a wholesome and challenging job profile, thereby constantly aligning individual aspirations to organizational needs. ITC Infotech offers global careers,

global exposure and a diversity of opportunities to create business and technology leaders of tomorrow.

The company became the first Indian IT company to receive the prestigious Social Accountability (SA) 8000:2008 certification. SA8000 is widely accepted as the most viable and comprehensive international workplace management system.

Industry Recognition

Premier analyst and market research agencies have recognized ITC Infotech's position as the preferred IT partner. The company has been:

Featured amongst Top 100 Global Outsourcing Companies in the Leaders category - International Association of Outsourcing Professionals

Ranked amongst Top 10 Specialty Application Development Providers - Global Services, CMP Media

Named amongst major Indian global service providers for PLM implementation and engineering services - ARC Advisory

Listed as a leading Player in CRM & CPG Space, and mentioned amongst top service providers for Radio Frequency Identification (RFID) and SAP - Forrester

Featured among cool vendors in application services, hype cycle for IT Outsourcing and mentioned in reports on PLM Services Providers - Gartner

Referred to as a Key Offshore Testing Services Provider - AMR Research

ITC Infotech won the Architecture Award of Excellence 2010 from Steve Towers & John Zachman, acclaimed pioneers in the field of BPM & EAI.

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STRENGTHS WEAKNESS OPPORTUNITIES THREATS

PRODUCTS fmcg Foods Lifestyle Retailing Personal Care Education and

Stationery Safety Matches Agarbattis

Hotels

Paperboards and Packaging

Paperboards and Specialty Papers - Packaging –

Agri Business Agri Commodities &

Rural Services - e-Choupal - Leaf Tobacco, Spices & Agri Inputs - Information

Technology

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AcknowledgmentI would like to express my special thanks of gratitude to my teacher Mrs. _______ as well as our chairman _______ who gave me the golden opportunity to do this wonderful project on the topic product analysis of ITC, which also helped me in doing a lot of Research and i came to know about so many new things. I am really thankful to them.

Secondly I would also like to thank my friends who helped me a lot in finishing this project within the limited time.

I am making this project not only for marks but to also increase my knowledge .

THANKS AGAIN TO ALL WHO HELPED ME.