PDCS MINOR PROJECT A Study On Critical Success Factors Of ITC Ltd.

SUBMITTED IN THE PARTIAL FULFILLMENT OF THE REQUIREMENT OF BACHELOR OF BUSINESS ADMINISTRATION

(BBA)

Submitted to: Ms Anshika Goel Assistant professor

Submitted by:Aakash Bhargava Roll no.06914101710

BBA III (M)(A) SESSION : 2011 2012

JAGANNATH INTERNATIONAL MANAGEMENT SCHOOL KALKAJI, NEW DELHI

Acknowledgment
A lot of effort has gone into this training report. My thanks are due to many people with whom I have been closely associated. . I would like all those who have contributed in completing this project. First of all, I would like to send my sincere thanks to Ms. Anshika Goel for her helpful hand in the completion of my project. I would like to thank my entire beloved family & friends for providing me monetary as well as non monetary support, as and when required, without which this project would not have completed on time. Their trust and patience is now coming out in form of this thesis.

Mr. Aakash Bhargava

Executive Summary
In ITCs branded packaged foods business, the company has created a new epicenter of rapid growth by blending its time tested key competencies and organizational strengths.ITCs portfolio, currently consisting of 45 value added products, appeals to changing consumer preferences in virtually all categories staple, confectionery, snack foods and biscuits, and ready to eat meals. The company is engaged in scaling up the supply chain through distributed and outsourced manufacturing capacity to service market requirement in the cost effective manner. Significant investment in brand building activities is also envisaged in the light of heighten competition. Despite sluggish performance and pressure on margins in recent times the micro trends in FMCG sector shows compelling opportunities. Per capita consumption and penetration lines of most FMCG categories in India are relatively low as compared to other south Asian countries. Branded atta consumption in India is only 5%. Disposable incomes are projected to grow rapidly and drive up the demand for consumer and FMCG Goods. Gross turnover of the company for the year 2004-05 grew by 13% to Rs. 13350. Pretax Profit increased by 15.3%. The financial for the year include Rs. 692 crores representing net income from exceptional items. ITC has planned to invest around Rs.3500 crores in the Atta, confectionery businesses and greeting cards over the next five years with its prime focus on the food business.

CERTIFICATE OF COMPLETION This is to certify that AAKASH BHARGAVA student of JAGANNATH INTERNATIONAL MANAGEMENT SCHOOL, KALKAJI OF BBA OF THIRD SEMESTER has completed this Project and prepared this report on A STUDY ON CRITICAL SUCEES FACTORS OF ITC LTD. under my guidance. The matter embodied in this project work has not been submitted earlier for the award of any degree or diploma to the best of my knowledge and belief.

Ms. ANSHIKA GOEL Assistant Professor

TABLE OF CONTENTS
Description Acknowledgement Executive Summary Certificate Of Completion Introduction Company Background Culture ITCs Core Values Research Methodology Findings & Analysis Critical Success Factors Of ITC Conclusion Bibliography Page No. 2 3 4 6 7 11 12 46 48 74 80 81

INTRODUCTION
Over the years, ITC has evolved from a single product company to a multibusiness corporation. Its businesses are spread over a wide spectrum, ranging from cigarettes and tobacco to hotels, packaging, paper and paperboards and international commodities trading. Each of these businesses is vastly different from the others in its type, the state of its evolution and the basic nature of its activity, all of which influence the choice of the form of governance. The challenge of governance for ITC therefore lies in fashioning a model that addresses the uniqueness of each of its businesses and yet strengthens the unity of purpose of the Company as a whole. Globalization will not only significantly heighten business risks, but will also compel Indian companies to adopt international norms of transparency and good governance. ITC's governance policy recognizes the challenge of this new business reality in India . 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.

Company Background
ITC is one of India's foremost private sectors companies with a market capitalization of nearly US $ 15 billion and a turnover of over US $ 4.75 billion. ITC is rated among the World's Best Big Companies, Asia's 'Fab 50' and the World's Most Reputable Companies by Forbes magazine, among India's Most Respected Companies by Business World and among India's Most Valuable Companies by Business Today. ITC also ranks among India's top 10 `Most Valuable (Company) Brands', in a study conducted by Brand Finance and published by the Economic Times. ITC has a diversified presence in Cigarettes, Hotels, Paperboards & Specialty Papers, Packaging, Agri- Business, Packaged Foods & Confectionery, Information Technology, Branded Apparel, Greeting Cards, Safety Matches and other FMCG products. While ITC is an outstanding market leader in its traditional businesses of Cigarettes, Hotels, Paperboards, Packaging and Agri-Exports, it is rapidly gaining market share even in its nascent businesses of Packaged Foods & Confectionery, Branded Apparel and Greeting Cards.

As one of India's most valuable and respected corporations, ITC is widely perceived to be dedicatedly nation-oriented. Chairman Y C Deveshwar calls this source of inspiration "a commitment beyond the market". In his own words: "ITC believes that its aspiration to create enduring value for the nation provides the motive force to sustain growing shareholder value. ITC practices this philosophy by not only driving each of its businesses towards international competitiveness but by also consciously contributing to enhancing the competitiveness of the larger value chain of which it is a part." ITC's diversified status originates from its corporate strategy aimed at creating multiple drivers of growth anchored on its time-tested core competencies: unmatched distribution reach, superior brandbuilding capabilities, effective supply chain management and acknowledged service skills in hotelier. Over time, the strategic forays into new businesses are expected to garner a significant share of these emerging high-growth markets in India. ITC's Agri-Business is one of India's largest exporters of agricultural products. ITC is one of the country's biggest foreign exchange earners (US $ 2.8 billion in the last decade). The Company's 'e-Choupal' initiative is enabling Indian agriculture significantly enhance its competitiveness by empowering Indian farmers through the power of the Internet. This transformational strategy, which has already become the subject matter of a case study at Harvard Business School, is expected to progressively create for ITC a huge rural distribution infrastructure, significantly enhancing the Company's marketing reach. ITC's wholly owned Information Technology subsidiary, ITC InfoTech India Limited, is aggressively pursuing emerging opportunities in providing end-to-end IT solutions, including e-enabled services and business process outsourcing. ITC's production facilities and hotels have won numerous national and international awards for quality, productivity, safety and environment

management systems. ITC was the first company in India to voluntarily seek a corporate governance rating.
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ITC employs over 21,000 people at more than 60 locations across India. The Company continuously endeavours to enhance its wealth generating capabilities in a globalizing environment to consistently reward more than 3, 95,000 shareholders, fulfill the aspirations of its stakeholders and meet societal expectations. This over-arching vision of the company is expressively captured in its corporate positioning statement: ITC was established on August 24, 1910 as the Imperial Tobacco Company of India Limited in Kolkata. Initially, the company was involved in the trading of imported cigarettes. In 1925, in a backward integration move, the company started a packaging and printing business. The name of the company was changed to India Tobacco Company Limited (I.T.C. Ltd.) in 1974. In 1975, I.T.C. Ltd., through ITC-Welcome group, tied up with the USbased Sheraton Corporation to enter the hospitality industry. It acquired its first hotel in Madras (later renamed Chennai) in Tamil Nadu and called it the Welcome group Chola Sheraton. I.T.C. Ltd established ITC Bhadrachalam Paperboards Ltd. (IBPL) in 1975. The company started production at its integrated pulp and paper/board manufacturing facility at Bhadrachalam, Andhra Pradesh, in 1979. In 1990, I.T.C. Ltd. set up an International Business Division (IBD) for export of agricommodities. I.T.C. started a greeting cards business under the brand name Expressions in the year 2000. In the same year, I.T.C. also entered the fashion retailing business by extending its well known cigarette brand Wills. The retail outlets were
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called Wills Lifestyle and offered premium leisure wear for men and women under the Wills Sport brand. In September 2001, the company was renamed ITC Ltd (without full stops, and with no meaning attributed to the alphabets). In 2001, ITC made an entry into the foods business. In 2002, the company launched another clothing brand, John Players, which targeted the urban youth. In 2004, ITC was one of eight Indian companies to make it to the Forbes A List8 which featured 400 of the worlds best big companies. In Oct 2005, ITC has launched an exclusive line of prestige fine fragrances and personal care products under the Essenza Di Wills brand . In late 2007, ITC launched Fiama Di Wills soaps and shampoos following the success of Essenza Di Wills. In Dec 2007 ITC launches ECF (Elemental Chlorine Free). ITC is the first and only Company in India using the ECF technology.

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PRODUCTS

CULTURE
ITC's Vision
Sustain ITC's position as one of India's most valuable corporations through world-class performance. Create growing value for the Indian economy and the Company's stakeholders.

ITC's Mission
To enhance the wealth generating capability of the enterprise in a globalizing environment

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Deliver superior and sustainable stakeholder value.

ITC's Core Values

ITC's Corporate Governance initiative is based on two core principles. These are: Management must have the executive freedom to drive the enterprise forward without undue restraints; and i. This freedom of management should be exercised within a framework of effective accountability. ITC believes that any meaningful policy on Corporate Governance must provide empowerment to the executive management of the Company, and simultaneously create a mechanism of checks and balances which ensures that the decision making powers vested in the executive management is not only not misused, but is used with care and responsibility to meet stakeholder aspirations and societal expectations.

Cornerstones
From the above definition and core principles of Corporate Governance emerge the cornerstones of ITC's governance philosophy, namely trusteeship,

transparency, empowerment and accountability, control and ethical corporate citizenship. ITC believes that the practice of each of these leads to the creation of the right corporate culture in which the company is managed in a manner that fulfils the purpose of Corporate Governance.

Trusteeship:
ITC believes that large corporations like itself have both a social and economic purpose. They represent a coalition of interests, namely those of the shareholders, other providers of capital, business associates and employees. This belief therefore casts a responsibility of trusteeship on the Company's Board
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of Directors. They are to act as trustees to protect and enhance shareholder value, as well as to ensure that the Company fulfils its obligations and responsibilities to its other stakeholders. Inherent in the concept of trusteeship is the responsibility to ensure equity, namely, that the rights of all shareholders, large or small, are protected.

Transparency:
ITC believes that transparency means explaining Company's policies and actions to those to whom it has responsibilities. Therefore transparency must lead to maximum appropriate disclosures without jeopardising the Company's strategic interests. Internally, transparency means openness in Company's relationship with its employees, as well as the conduct of its business in a manner that will bear scrutiny. We believe transparency enhances accountability.

Empowerment and Accountability:

Empowerment is an essential concomitant of ITC's first core principle of governance that management must have the freedom to drive the enterprise forward. ITC believes that empowerment is a process of actualising the potential of its employees. Empowerment unleashes creativity and innovation throughout the organisation by truly vesting decision-making powers at the most appropriate levels in the organisational hierarchy. ITC believes that the Board of Directors are accountable to the shareholders, and the management is accountable to the Board of Directors. We believe that empowerment, combined with accountability, provides an impetus to

performance and improves effectiveness, thereby enhancing shareholder value.

Control:
ITC believes that control is a necessary concomitant of its second core principle of governance that the freedom of management should be exercised within a framework of appropriate checks and balances. Control should prevent misuse of
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power, facilitate timely management response to change, and ensure that business risks are pre-emptively and effectively managed.

ITCs Philosophy
ITC believes in practicing ethical behaviour among the corporate citizen. The company follows an HR policy that is regulated by Teamwork, Trust, Collaboration, Mutuality, Meritocracy, Objectivity, Collaboration, Self-respect and Human-dignity. It is also deeply committed to make the company a gender friendly place for each individual while also ensuring enhancement of equal opportunities for men and women, preventing sexual harassment of any form and the adherence to good employment practices. It is ensured that the interest of the company is foremost and in this context acceptance of any kind of gifts or payments from suppliers or customers is viewed as a serious breach of company discipline. And such acts are also considered as damaging to the reputation of the company. High standards of housekeeping and hygiene are followed to ensure excellent physical working conditions. It is understood that all the directors, senior management and employees shall conduct themselves in an honest manner and avoid any conflict of interest. The top officials and employees of ITC believe that ITC provides them freedom at work and resources to experiment. Employees take pride in working for ITC for its work culture, environment, and the way people are treated. They are consulted before a new project\system is introduced and their concerns and suggestions addressed. ITC also gives a lot of input to develop their skill and career. They give utmost importance to equal opportunities, better work environment.

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Structure
ITC has a three-tier management structure

At the top are Chairman and Board of Directors, who are responsible for the strategic supervision of ITC, its wholly owned subsidiaries and their wholly owned subsidiaries. The ITC board is a balanced board comprising Executive and NonExecutive Directors. The Board ensures that the Company has clear goals relating to shareholder value and its growth. It sets strategic goals and seeks accountability for their fulfilment. There are four board committees, namely, the Audit Committee, the Nominations Committee, the Compensation Committee and the Investor Services Committee. At the second level is the Corporate Management Committee, which is responsible for the strategic management of the company's businesses within Board-approved direction/framework. It comprises all the Executive Directors and three or four key senior members of management. Third level consists of divisional CEOs of each business assisted by their own divisional management committees. Corporate Functions of the Executive Management Team includes Planning and Treasury, Accounting, Legal,
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Secretarial, Human Resources, Communications, Internal Audit and Information Technology.

Formal 3-tiered governance structure

The companys organizational structure and governance processes are designed to support effective management of multiple businesses while retaining focus on each of them." This three-tier governance structure ensures that: For and on behalf of the shareholders the company believes in incorporating strategic governance in its work culture so as to ensure that despite being free from involvement in the task of strategic management of the Company, it can be conducted by the Board with objectivity, thereby sharpening and ensuring accountability of management; With mundane tasks of everyday executive management being delegated the management remains focused on issues of immediate importance;
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The Executive management of the individual businesses that are free of handling strategic management responsibilities of ITC as a whole is then able to channelize their energies and time in enhancing the effectiveness and overall growth of their individual units. Corporate Governance as defined by ITC is a systemic process by which companies are directed and controlled to enhance their wealth-generating capacity. A company employs vast sums of societal resources during this process of wealth generation. ITC is of the firm belief that the governance process being followed should ensure that these resources are used optimally to meet the aspirations of its stakeholders and society. This is further reflected in the deep commitment of the company to contribute to the Triple Bottom Line, which is the development of the nations economic, ecological and social resources. The company believes in empowering the executive management. But corporate governance ensures a system of checks and balances to ensure that these powers that are bestowed upon the executive management are used in a responsible manner so as to meet shareholder and societal expectations. The core strengths of ITC's governance philosophy are trusteeship, transparency, empowerment and accountability, control and ethical corporate citizenship. The practice of each of these creates the right corporate culture that fulfils the true purpose of Corporate Governance. Overall, the structure of ITC has high complexity because of horizontal differentiation within the organization. The most visible evidence is that of specialization and departmentation. Complexity also increases because of spatial differentiation. The ITC Code of Conduct, as adopted by the Board of Directors, is applicable to all Directors, senior management and employees of the Company. This Code is derived from three interlinked fundamental principles, viz. good corporate governance, good corporate citizenship and exemplary personal conduct. The
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Code covers ITC's commitment to sustainable development, concern for occupational health, safety and environment, a gender friendly workplace, transparency and audit ability, legal compliance, and the philosophy of leading by personal example. Since non-adherence to the code is brought to the attention of the immediate reporting authority, formalization is also there in ITC. Decision-making is decentralized, as the company believes in giving executive freedom to the management to drive the enterprise forward without undue restraints but this freedom of management should be exercised within a framework of effective accountability.

DESIGN
Looking at the structure and culture of ITC, we can say that its design is based more or less on the Divisional Structure. ITC has a diversified presence in different industries and each of its businesses act as an autonomous unit which are coordinated by the top level, i.e. the board and corporate management committee. The divisional managers are responsible for performance and hold complete strategic and operating decision-making authority. The top

management provides support services to the divisions. It acts as an external overseer, evaluating and controlling performance. Hence the top management is free from being concerned with the day-to-day operating details so they can pay attention to the long term. Big picture, strategic decision making is done at the top level.

Areas of Diversification
ITC has transformed itself from a leading cigarette manufacturer to an umbrella group that offers a diversified product mix to enhance its brand image and reduce dependency on tobacco related products. It has forayed into the hospitality service industry and has become a major player in the hotels segment. Its position in the FMCG (fast moving consumer goods) business is also on a growth curve; especially its confectionery and biscuits which are slated to achieve the
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top ranks among its peers. It has made heavy investments to strengthen its IT (information technology) segment and to compete with the big players like Infosys and Wipro. Although the ITC group is marketing its image as an ideal corporate citizen and a company that takes its social responsibility seriously, it still earns 80% of revenues from selling cigarettes and other tobacco related products. The major areas in which ITC has diversified are: FMCG Cigarettes Food Lifestyle Retailing Greetings and stationery Safety Matches Incense sticks Hotels Paperboards and Packaging Paperboards and specialty papers packaging Agri-Business

Agri- exports E-choupal Information Technology

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BCG MATRIX

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Restructuring and Rationalizing STRATEGIC FOCUS

ITC in FMCG Sector

Cigarettes
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, Classic, Gold Flake, Silk Cut, Navy Cut, Scissors, Capstan, Berkeley, Bristol and Flake. 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
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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 highquality, 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 and Kolkata. These factories are known for their high levels of quality, contemporary technology and work environment.

Cigarettes Business

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
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been made since June 2002 with brand launches in the Confectionery, Staples and Snack Foods segments. For ITC, the packaged foods is an ideal business to utilize ITC's proven strengths in the areas of hospitality, 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 taste and the expertise required to translate this knowledge into delightful dining experiences for the consumers. ITC has stood for quality products for over 98 years to the Indian consumer and several of its brands are today internationally benchmarked for quality. 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. ITC has over the last 98 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 utilized 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: 1. Ready To Eat Foods 2. Staples 3. Confectionery 4. Snack Foods
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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: 1. Kitchens of India 2. Aashirvaad 3. Sunfeast 4. mint-o 5. Candyman 6. Bingo! Recently, on Aug 1, 2008, ITC Foods has drawn up plans to extend its Kitchen of India brand to frozen foods. ITCs Branded Packaged Foods business continues to expand with sales growing by 23% over the previous year. Apart from the development costs of new products, the business has had to contend with the recent economic slowdown and severe cost increases in input commodities including wheat, vegetable oil, maize and skimmed milk powder, in addition to the soaring fuel prices. Having acquired reasonable scale in a relatively short span of time, the business is progressively focusing on consolidating the portfolio in certain categories, improving market servicing and driving supply chain efficiencies.

Market and Competition

Indian Foods market is a monopolistic market. There are many competitors in all the categories and although they all have similar products available at similar prices, they are trying to prove themselves different through their marketing
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strategies. However, entry to this business is easy and ITC has utilized this fact very efficiently to their benefit as they entered into the several categories among this Foods business.

READY TO EAT
ITC entered into the branded and packaged foods business in with the launch of Kitchens of India brand. In 2004, the company launched KoI brand fruits and spice conserves and cooking pastes. The fruits and spice conserves, were developed jointly with Karen Anand, a food expert. Priced at Rs. 70, these were targeted at the premium segment. The KoI cooking pastes, which were priced at Rs.30 for a 100g pack, also targeted the high-end market. Multi-purpose cooking pastes were also launched under the Aashirvaad brand and these were priced at Rs. 10 for 80g pack. The manufacturing of these products was outsourced to contract manufacturers for saving the operating cost. ITC entered the branded spices market in 2005 and the Instant Mix segment in 2006, both under the Aashirvaad Brand. As on April 2006, the total turnover in the Indian ready-to-eat and ready-to-cook segments was only around Rs. 700 million, but it continued to post an annual growth of 20%. By early 2006, though ITC had captured a 35% market share in the ready-to-eat segment, MTR was the clear market leader with close to 60% in market share. ITC exported 40-50% of KoI brand products (in terms of volumes) to the US, Canada, the UK, Switzerland, and Australia. In May 2006, ITC planned to introduce ten more varieties under the KoI brand within a price range of Rs. 35 to Rs. 98. In 2007, some new products have been launched under Ready To Eat category like chutneys, curries, conserves, biryanis (Noor Mahal, Bhori Biryani and some new range of products under Gharana (Paneer Malai, Keema Mutter). After launching all these products ITC FOODS is looking to share 50 to 60% of market by 2008-2009.Following are the major competitors ITC is competing with in Ready to Eat category:

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Brands
Gits

Description
Gits produces the selected range of popular ready to cook and instant foods that cover a range of ethnic Indian cuisine-and where the recipes have "Global pallete acceptance".

Haldirams

Offers packaged Bhel puri chats such as Sev Puri, Chana Masala, Samosa, Pakoras, Alu Tikki, Pao Bhaji, Gol Gappa, Dhokla among others

Ethnic Kitchens

Offers packaged sweets, syrups, namkeens, cookies, pickels, aloo masala, bhujia,bhelpuri,Chana Dal,Kajui Ladoo and many more items.

MTR

MTR delicious

foods currently comprises of twenty-two

and completely authentic Indian curries,gravies and rice. Priya Foods Priya has a range of popular traditional recipes starting from Dal Makhani,Navratana Korma to Palak

Paneer,Paneer Butter Masala,Punjabi Chhole and Rajma Masala along with true southern delicacies Andhara Veg.,Mango Dal and Gongura Dal.

CONFECTIONERY
Confectionary market in India is about Rs.2500 crore. It is loosely divided into seven categories: 1. Hard boiled candies

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2. Toffies 3. Eclairs 4. Chewing gum 5. Bubble gum 6. Mints 7. lozenges ITC has currently in market with its two brands Mint-o and Candyman. ITCs Mint-O fresh secured a 17% share of Indian cough lozenges market ahead of former leader Perfetti which only achieved 14.3% with chloromint. The Indian giant marked the confectionary sector in 2002 and has only two brands mint -o fresh and Candyman. But in overall confectionary market they are lagging behind having just 3% market share as compared to market leader Perfetti with more than 37% market and providing larger number of brands. Perfetti van melle Alpenliebe Alpenliebe Creamfills Alpenliebe Lollipop Big Babol Center Fresh Center Fruit Center Shock Chatar Patar Chlor-mint Chocotella Cofitos Fruittella Happydent White Protex Happydent Marbels Mentos Chocoliebe ITC Ltd. Candyman Minto Nestle . Kit Kat . Kit Kat Lite . Milky Bar . Munch . Milk Chocolate . Fun Bar . Polo . Polo Power mint . Munch Pop Choc . clairs Cadbury Bubbaloo Dairymilk Eclairs % Star Gems Perk Halls

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STAPLES
ITC entered the staples market in 2002 with wheat flour under the Aashirvaad brand. In 2003, ITC extended the Aashirvaad brand to edible salt. By early 2006, ITC had a 40% market share in the Rs. 6 billion packaged flour business. Its closest competitor HLLs Annapurna brand was trailing behind with a market share of 18%. The market was growing at 12%. Under its Aashirvad brand ITC FOODS also launched salt, mixers, ready to cook pastes. In the Rs. 4 billion organized salt market (as of 2006), Tata Salt was the market leader with a 28% market share. ITC had only a 5% share of the market. Other players in this business are HLL (Knorr Annapurna), Nirma (Shudh), Marico Industries (Saffola), etc.

BISCUITS
Indian biscuit market is estimated to be around 5000 crore. Biscuit industry in India in the organized sector produces around 60% of the total production, the balance 40% being contributed by the unorganized bakeries. ITC with its premium product, SUNFEAST, is acquiring a big share of market. Within few years, they are able to get 12% share of the market. Britannia Tiger Nutrichoice Junior Good Day, 50 50, Treat Pure Magic, Milk Bikis Good Morning. Butter Nut Milk Shakti Magic Gold Dream cream Milky Magic Fit kit Choco Nut Krack-Jack Monaco Kreams Hide and Seek Classic Cream Butter Lite Big Boss Marie Lite ITC Ltd (Sunfeast) Marie Parle Parle-g Priyagold Butter Bite

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SNACKS
Snacks industry overview
Snacks industry in India is worth 1800 Crores of Rs. and growing at 10% is one of the largest markets in the world, out of which potato chips holds the major market share of around 85%.
Product Price (ITC Ltd) Product Price (Frito Lay) Product Price (Haldiram)

Bingo Rs. 5 Rs. 10 Rs. 20

Lays Rs. 5 Rs. 10 Rs. 20 Lehar Namkeen Rs. 5 Rs. 20 Kurkure Rs. 5 Rs. 10 Rs. 20

Namkeen Rs. 5 Rs. 10 Rs. 20

The foods business is expanding rapidly with sales growth of 35% in the year 2007. This range of product includes more than 150 different products. The growth of this sector in terms of product categorization is as follows. Sales in biscuits category grew by 55%.

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Sales in staples category grew by 52% Sales in confectionary grew by 51%. Sales in RTE grew by 35% ITC Food is looking to expand its RTE category to maximize its profit.

ITCS NEW CHALLENGES:

This food industry is the industry with very less profit margins. So low operation cost is the key. Also, Indian middle class is price sensitive. In this area international, national and also regional competition is very tough. With that wheat, petrol and labor cost is increasing day by day. Different types of restrictions imposed by the government are also playing a vital role in reducing profit margins. For example, exporting non-vegetarian foods out of India is restricted. To cover this up, ITC is trying to reduce cost of its biscuits by acquiring mass production of wheat directly from farmers through its e-chaupal initiatives. Also in this way ITC is able to reduce the price of its staples. As far as Confectionary market is concerned, ITC is looking to launch its brand of chocolate in collaboration with an American company. After analyzing the food sector, one can say that it is one of the toughest market to compete in as all the market giants are already there.

GROWTH AND INVESTMENT PLANS:

This food sector is the most promising field and has already overtaken IT and PHARMACEUTICALS Sector of India. Even Indian Government is looking to develop this sector. Thats the reason central Government has already passed several projects for food parks. In this way FDI in this sector is possible. Also government in its 2006 budget has reduced custom duty from 16% to 8% on packaged food and also excises duty on instant food mixes. This will help ITC to be competitive in the market. Recently ITC has started exporting packaged food from its Bangalore plant. It is also planning to open one more new plant in
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Calcutta for Indian market. They are looking to add several products in their RTE list which will be exported as well. Also in late 2007 ITC has acquired one Australian Plant and seed technology industry. Through this they will provide highly valuable seeds and other solutions to farmers in India, which ultimately will increase the productivity and cost effectiveness for their staples and biscuits business. Its turnover in the foods business was around Rs. 8 billion in 2005-06 which further increased to Rs. 10.2 billion in year 2006-2007. ITC has decided to make an investment of 300 crores over a period of 5 years. ITC Foods has also decided not to make heavy investments in manufacturing unless volumes pick up. As of today ITC has invested 20 crores in R & D and planning to invest further 15 crores to produce new products in different categories.
Thus looking at all the strategy of ITC future investment and planning. The future investment plan is as follows Rate of Increase 2005 2006 2007 2008 2009(Projected) Sales 18.07 28.16 26.34 12.76 21.33 Operating Profits 18.30 19.15 18.90 11.31 16.92 Net Profit/loss 37.58 2.01 20.79 15.56 18.98

Major Strategies Adopted by ITC Foods

Entering the foods business was itself a strategic decision for ITC. While ITCs core business, tobacco, was under pressure owing to several factors like government bans on advertising and on smoking in public places, hikes in the
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excise duty for cigarettes, and anti tobacco campaigns, ITC planned to deploy its surplus in the packaged food business where it saw huge business potential. Following are some of the strategies that ITC adopted to make its food business a success: Entering into less competitive or unexplored markets (Ready to eat, Staples, Wafers): When ITC entered into the foods business in 2001, it focused on unleashing the areas where the competition is very less or there is no competition. It started with packaged ready to eat food and later extended that to Aashirvaad brand of edible salt and Atta. Recently ITC has announced its desire to forge in the frozen foods category in the domestic market. Players in this category are limited and ITC hope to exploit this fact. Also, in Bingo, although the competition is tough but there is only one player with whom ITC has to compete i.e. Frito Lay. This strategy has helped ITC to quickly establish itself in the above mentioned businesses. Distribution Network: ITC already had a huge distribution network due to its tobacco business. ITC used this network to distribute their biscuits and wafers. This not only provided a good launch to their products but also helped in boosting sales. Today, ITCs Bingo and Sunfeast are available at nearly 1.8 million outlets whereas Parle is available at only 1.5 million outlets. Market differentiation (Ready to eat, Biscuits): ITC started packaged foods business with the KoI brand of ready-to cook products. They were positioned as premium products with target groups including tourists, NRIs, etc. In Biscuits also, ITC launched differentiated products in each and every segment. For e.g. it introduced an Orange Marie, a butterscotch cream biscuit, chilli flakes in a biscuit and even honey flavor under the Sunfeast brand. In March 2005, ITC Foods launched Sunfeast Pasta, a whole wheat based product targeted at children. It was expected to compete with products like Nestles Maggie noodles. With this strategy ITC built for itself new markets.

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Cost control strategy (all products): When ITC started the foods division, its main challenge was to compete with the players who were already there. To overcome this challenge, ITC realized that they have to offer products at a price which is either equal or less than what the competitors are offering. To do this, they planned to capitalize by leveraging the strength of the groups other businesses. ITCs printing and packaging business provided high-quality, cost-effective, and innovative packaging. ITC also enjoyed cost advantages over its competitors owing to its electronic procurement system called e-Choupal. This helped ITC to compete with the best.

Diversification of products (Biscuits, Wafers, and Ready to Eat): One of the ITCs successful strategies has been the method of diversifications among its various products. If we talk just about Bingo, ITC has come up with 16 flavors in comparison to its competitor Lays of Frito Lay which has only 4 major flavors. Same is the case with Ready to Eat food category and Biscuits. This strategy has helped ITC to attract a wide range of market.

Extensive advertising (Biscuit, confectionary, wafers): Just like a Bollywood movie needs good publicity to be a super hit, every new product launched in the market needs to be known to the consumers before it is launched. Advertising is where ITC made the difference in comparison to its competitors. They hired the best professionals and the best ambassadors in the country to make their products famous. This is evident form the award winning marketing campaign for Bingo and Minto Fresh. The tagline "Jab Laila ko karna tha impress to majnu ne khayi mint o fresh" has stood the test of times and is still widely known and remembered. Hiring the best people from the film industry and sports (Sharukh Khan and Sachin Tendulkar for Biscuits, Rakhi Sawant for Minto Fresh) showed ITCs urge to be the best.

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On television, the company booked 10 to 15 spots per channel per day on youth channels such as MTV and Star World, mass Hindi channels like Zee and Star TV, and news channels. It also had around 20 spots on a variety of radio channels and advertised in most leading national dailies. In the top-30 cities, over 1,000 outdoor hoardings advertised the product. According to industry estimates, ITC spent close to Rs 100 crore on marketing.This kind of promotion of products helped ITC to make its products known to everyone and now it was not difficult to attract consumers. Regular introduction of new products (all products): Having acquired reasonable scale in a relatively short span of time, ITC realized that, to remain in the competition it had to introduce new products regularly. ITC has been expanding its distribution network aggressively and also their product range. In biscuits and wafers range, it is launching new products or flavours week after week. Same is the case with Ready to Eat and Kitchen of India. Innovation (all products): When the need to introduce new products arrived, ITC shifted its focus on to the innovation. Also, ITC was innovative in identifying the market or niche for all its products. Maintenance of freshness and hygiene (all products): ITC positioned its wheat flour on the health & hygiene and value for money terms. Success in the staples business, especially in the branded and packaged wheat flour business, depended on two factors an effective distribution network and the quality of the product. Therefore, ITC attempted to ensure that the supply chain was responsive, and laid emphasis on making accurate sales forecasts using inputs from distributors, sales personnel and a well-managed MIS system. To maintain freshness of the product, the company strove to minimize the transit time by regulating the shippers to maintain company-specific transit norms. The physical aspects of the supply chain like warehouses and trucks were closely monitored to maintain cleanliness.

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From Analyzers to Prospectors (Biscuits): When ITC entered the biscuits market with Sunfeast in 2003, with three varieties of biscuits glucose, marie, and cream, they did what any new player in the market does, imitating and emulating the leader that was Britannia. Their strategy was to manufacture those products which are already a success in the market. But, as ITC got hold of the market, it started to manufacture flavors which were never heard of. This was the result of ITCs desire to exploit new product and market opportunities.

All the above strategies and with the help of launch of Bingo in 2007, ITC finally tasted success in its food business in 2008 when it became a profitable business for the first time since its launch in 200 1 freshness of the product, the company strove to minimize the transit time by regulating the shippers to maintain company-specific transit norms. The physical aspects of the supply chain like warehouses and trucks were closely monitored to maintain cleanliness.

From Analyzers to Prospectors (Biscuits): When ITC entered the biscuits market with Sunfeast in 2003, with three varieties of biscuits glucose, marie, and cream, they did what any new player in the market does, imitating and emulating the leader that was Britannia. Their strategy was to manufacture those products which are already a success in the market. But, as ITC got hold of the market, it started to manufacture flavors which were never heard of. This was the result of ITCs desire to exploit new product and market opportunities.

All the above strategies and with the help of launch of Bingo in 2007, ITC finally tasted success in its food business in 2008 when it became a profitable business for the first time since its launch in 2001.

Branded Packaged Foods

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ITC in Hotel Industry

ITC Limited entered the hotels business in 1975 with the acquisition of a hotel in Chennai, which was rechristened Hotel Chola. Since then the ITC-Welcomgroup brand has become synonymous with Indian hospitality. Today amongst India's finest and fastest growing hotel chains, it consists of over 70 hotels across as many destinations in India. These include super deluxe and five star hotels, heritage palaces, havelis and resorts and full service budget hotels. The 440-room ITC Maurya at New Delhi is not only amongst the leading business hotel in the country, but is in a class by itself. Complete with the 'ITC One', the hotel has played host to a galaxy of world dignitaries, including Bill Clinton and Bill Gates. In fact, even as he was leaving the White House, the former US President nostalgically recalled the memories of a fabulous Indian meal he and his family had at the Bukhara restaurant in the hotel.

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Bukhara has been declared the Best Indian Restaurant in the world, by 'The Restaurant Magazine', UK The 386-room ITC Maratha, opened in February 2001, is perceived as amongst the leading and the finest properties in Mumbai, designed in a grandiose classic style, the hotel pays tribute to Mumbai's colonial roots and the spirit of the Great Marathas. In keeping with its plan to have a presence in every major business destination in India, ITC-Welcomgroup unveiled one of Asia's finest business resort, the 238room ITC Sonar in Kolkata on December 31, 2002. Another landmark hotel - the ITC Grand Central in Parel, Mumbai was formally inaugurated in January 2005. This five star deluxe property with 242 suites and rooms offers international standards of service, state of the art amenities and culinary excellence. ITC Mughal at Agra, a proud recipient of Asia's first Aga Khan Award for Architecture, is an outstanding resort hotel, lavishly spreading across 35 acres of beautifully landscaped Mughal gardens. ITC-Welcomgroup also pioneered a holistic concept of "branded accommodation" in the hospitality industry. It was the first to launch the powerful idea of a 'Hotel within a Hotel' by segmenting and branding the hotel services. It created the exclusive 'ITC One', 'The Towers' and the 'Executive Club' each catering to the needs of the global business traveller with unmatched quality and a range of services. In 2007, ITC-Welcomgroup entered a new phase in its collaboration with Starwood Hotels & Resorts. ITC-Welcomgroup now has an exclusive tie-up with Starwood in bringing its premium brand, the Luxury Collection, to In dia. 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 in Bengaluru, ITC Kakatiya in Hyderabad and ITC Mughal in Agra. The agreement also includes the rebranding of WelcomHotel New Delhi as a Sheraton, while the Chola and the Park in Chennai, and the Rajputana in Jaipur retain their Sheraton connections. The Welcome Heritage brand brings together a chain of palaces, forts, havelies and resorts that offer a unique experience.
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Welcom Heritage endeavours to preserve ancient royal homes and the historical Indian grandeur, opulence of romance, valour and adventure for the future Indian generations. Welcom Heritage Hotels, provide a fine range of hotel services inside these architectural legacies present in Rajasthan, Punjab, Himachal Pradesh, Madhya Pradesh, Uttaranchal, Jammu & Kashmir, West Bengal, Tamil Nadu, Haryana and Karnataka. ITC-Welcomgroup was also the first to brand its cuisine. The Bukhara, the Dakshin and the Dum Pukht are today powerful cuisine brands, which delight connoisseurs in restaurants in several ITC Welcomgroup hotels. Others included Dublin, West View and the Pan Asian. Fortune hotels are a part of the well thought-out growth strategy that brings out the mid-level business and leisure traveler under the ITCWelcomgroup umbrella, offering full service properties without compromising on quality. With a strong presence at Ahmedabad, Thiruvananthapuram, Calicut, Darjeeling, Jamshedpur, Vapi, Hyderabad, Gurgaon, Indore, Ootacamund, Madurai, Jodhpur, Tirupati and Port Blair, it will be shortly commissioning several more hotels across India.

Hotel Business

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ITC in Agricultural Industry

ITC's International Business Division (IBD) is the country's second largest exporter of agriproducts with exports of over Rs. 1000 Crores (Rs. 10 billion). Its domestic sales of agriproducts are in excess of Rs. 1500 Crores (Rs. 15 billion). It currently focuses on exports of : Feed Ingredients Soyameal Foodgrains - Rice (Basmati & Non Basmati), Wheat, Pulses Edible Nuts - Sesame Seeds, HPS Groundnuts, Castor oil 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 Although one of the relatively younger business divisions of ITC, it has, in a short span established itself as a first-choice supply chain partner of several leading international customers. Its major customers include Cargill, Marubeni, Toepfer, among others, who source agriculture commodities and food products from India. Its customer relationship management has enabled it to achieve a very high reputation for quality, reliability and value added services. 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 webenabling the Indian farmer. Christened 'e-Choupal', ITC's web 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. Data accessed by the farmers relate to the

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weather, crop conditions, best practices in farming, ruling international prices and a host of other relevant information. Currently, the 'e-Choupal' website - www.echoupal.com - provides information to farmers across the nine States of Madhya Pradesh, Haryana, Uttaranchal, Uttar Pradesh, Rajasthan, Karnataka, Maharashtra, Andhra Pradesh and Kerala. ITC plans to extend the 'e-Choupal' to cover 10 million farmers across 100,000 villages covering 15 Indian states. Following the impressive success of eChoupal, the Company unveiled the first 'Choupal Saagar' near Sehore in Madhya Pradesh in August 2004. Eighteen more 'Choupal Saagars' have commenced operations in the states of Madhya Pradesh, Maharashtra and Uttar Pradesh. The 'Choupal Saagar' is a rural hypermarket which provides multiple services under one roof. It creates a platform for farmers to sell their produce. Farmers can also buy quality products for their farm and household consumption from 'Choupal Saagar'. These rural malls also provide farmers the invaluable additional services of soil testing, banking, insurance, medical facilities and restaurant. Such mall, in synergistic combination with the e-choupal network, serves as the core infrastructure to support ITC's rural distribution strategy. Over the next 7-10 years ITC plans to open over 700 such hypermarkets. The business is progressing a pilot project for retailing fresh fruits and vegetables. Three Choupal Fresh Cash & Carry Stores are currently operational at Hyderabad, Pune & Chandigarh. The Company has set up a complete warehousing and cold chain infrastructure for ensuring the availability of fresh products in the market, besides direct linkages with the farmers for sourcing farm fresh produce. In Processed Fruits category, ITC exports from HACCP Certified plants to Western Europe, North Africa, Mid-East, Japan and North America, a wide range of Processed Fruits products made from Mango (Alphonso, Kesar & Totapuri), Guava, Papaya, & Pomegranate for Industrial and Consumer use. ITC is the leading Indian exporter
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of Organic Fruit Products Certified to European (EC 2092/91) & US (NOP) Standards. Fresh Table Grapes & Pomegranates are sourced from ITC's EUREPGAP Certified Farmer groups & retailed through prominent supermarkets like Sainsbury's & Albert Heijn in Europe , Daiei in Japan. ITC's countrywide network of procurement teams, handling agents and contemporary warehousing facilities enable it to source quality merchandise even at short notice. ITC's processors are handpicked reliable outfits which ensure hygienic processing and modern packaging. Strictest quality control is exercised at each stage to preserve the natural flavour, taste and aroma of the various agriproducts. ITC has been a significant exporter of seafoods 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. ITC's International Business Division continues to use innovation as its core strategy to retain its position as the onestop shop for sourcing agri-commodities from India.

Other businesses

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ITCs e- choupal
ITCs International Business Division, one of Indias largest exporters of agricultural commodities, has conceived e-Choupal as a more efficient supply chain aimed at delivering value to its customers around the world on a sustainable basis. The e-Choupal model has been specifically designed to tackle the challenges posed by the unique features of Indian agriculture, characterised by fragmented farms, weak infrastructure and the involvement of numerous intermediaries, among others.

e-Choupa also unshackles the potential of Indian farmer who has been trapped in a vicious cycle of low risk taking ability > low investment > low productivity > weak market orientation > low value addition > low margin > low risk taking ability. This made him and Indian agribusiness sector globally uncompetitive, despite rich & abundant natural resources. Such a market-led business model can enhance the competitiveness of Indian agriculture and trigger a virtuous cycle of higher productivity, higher incomes, enlarged capacity for farmer risk management, larger investments and higher quality and productivity. Further, a growth in rural incomes will also unleash the latent demand for industrial goods

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so necessary for the continued growth of the Indian economy. This will create another virtuous cycle propelling the economy into a higher growth trajectory.

Stunted Growth: From Field to Factory

Farmers in Madhya Pradesh made their living in much the same style as their predecessors 50 years earlier. The process of getting crops to market began with farmers harvesting the soybeans and loading them onto tractors and bullock carts. Farms varied in size from under five acres for a small farmer to greater than 12 acres for a large farmer. An average farmer, with about nine acres of farmland, could expect an annual net income of approximately Rs. 20,000 ($443) from soybeans and wheat together. After the harvest, farmers hauled their loads of produce 30-50 kilometers to the closest mandi and then waited for the crop to be auctioned. The auction began when a government-appointed bidder valued the produce and set the initial bid. From here, government-licensed buyers called commission agents (CAs) bid upwards until the crop was sold. ITC contracted with a specific CA in each mandi to bid on behalf of the company. Prices were authorized by ITCs office in Bhopal, MP. Here ITC employed a team of traders who followed the global market. Although the CA knew what price ITC would pay, nothing prevented him from buying from the farmer at a much lower price, selling to ITC at market price, and pocketing the difference. Once a CA won an auction, the farmer brought his tractor to that CAs shop in the mandi and waited for the produce to be weighed on a manually operated balance scale that accommodated only small increments of the lot. The actual weight of the crop was often manipulated at this point because of the inaccuracy of the crude beam scales. For example, if the farmer brought 20 quintals of loose soybeans to the mandi, he could expect to lose about 10 kilograms total during the transactions, or 0.5% of his original lot. This translated to a loss of about 100 Rs. ($2.22) per lot. After the weighing process, the product was bagged and the farmer was paid. According to the law, CAs were supposed to pay the farmer immediately, but, in smaller mandis, farmers were often paid after an unofficial
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credit period. The CA would simply tell the farmer to return after a few days for the money. On any given day, at least 1,000 farmers could be found trying to file into the market to sell their produce. Some had to wait for two or three days just to get into the crowded marketplace. Once inside the mandi, the farmer was faced with further challenges of the chaos and pressure that characterized the market yard. The Bhopal mandi, hosting an average of 1,700 farmers a day and the sole destination for farmers in Dahod, was a dusty yard with a perimeter of booths belonging to the various CAs. It teemed with adolescent boys who ran through the crowd, kicking up dust and eating beans off the farmers carts. Laughing, joking men loitered and watched the auctioneers. Farmers suffered as a result of the time it took to sell produce in the mandi, for they were dependent on timely cash flow for subsistence. Thus, when harvest time arrived, they all descended upon the mandi at once. The crop had to go to market immediately, and, more importantly, it had to be sold. Farmers were stuck in the position of not being able to turn down a CAs offer; in many cases it had taken him all day to reach the mandi from his village, and to return with a full cart of unsold produce would be a waste of time and money. Farmers rarely had access to adequate storage facilities in which to hold the crop if it was not sold. If a farmer were able to store the soybeans, and sell before or after harvest, without the time pressures associated with a perishable product, he would have more leverage over their value. This was impossible, however, under the prevailing system, where the farmer did not have other options. Once a transaction had taken place, the CA brought the produce to an ITC processing facility. There, ITC paid him for the cost of the soybeans. This was effectively a reimbursement, since the CA had paid the farmer in the mandi from his own resources at the time of the sale. The farmers isolation from one another and lack of telecommunications meant they had no way of knowing ahead of time what price would be offered the day
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they arrived at the mandi other than word of mouth. As a result, price discovery occurred only at the end of their growing and selling process. Knowledge shared and captured in the traditional choupal could be extraordinarily useful to farmers, but it had traditionally been limited to verbal communication. In the absence of telecommunications, and even electricity in some places, news from the closest city could take days to reach an outlying farming village. The uncertainty surrounding cash flow prevented the farmers from creating a sound financial base; instead, they had become locked into subsistence living. Prices of Indian soybeans generally followed the agriculture futures market on the Chicago Board of Trade and the Kuala Lumpur Commodity Exchange. Given the volatility of the spot market, and the fact that the value of agricultural commodities was based on largely uncontrollable factors such as weather, disease, and pest infestation, farmers needed to be aware of market activity. They needed to understand their product in its global context, so that they could plan their activities with more confidence.

The Agricultural
Produce Marketing Act, under whose aegis mandis were established, prohibits procurements outside the mandi. ITC convinced the government that e-Choupal would operate according to the spirit of the Act and thus e-Choupal procurement was in line with its goals. Since ITC would not be using the mandi infrastructure for its procurement, and would have to incur its own costs with the e-Choupal. Infrastructure, the government offered to waive the mandi tax on the produce procured through the e-Choupal. However, ITC recognized that the tax was a major source of revenue for the government and local mandis and, as ITCs competition was also subject to the tax, the tax itself was not making ITC uncompetitive. ITC therefore chose to continue paying the tax rather than risking the relationships with the government and the mandis.
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Research Methodology
Sample and Sampling Method
Sampling is the process of collecting information only from a small representative part of the population. Stratified Random Sampling is one amongst the most elementary random sampling techniques. A stratified random sampling is a method that allows each possible sample to have an equal probability of being picked and each item or individual in the entire population have an equal chance of being included in the sample. For this project work, without replacement sampling method is used. It means that a person or item once selected is not returned to the frame and therefore cannot be selected again. This selection process continues until the desired sample size n is obtained. Sample Selection : As the objective of the project is to study the Employee Engagement to know the perception of the Employees, sample is selected from Voice and Non voice based profiles. Source of data: For the purpose of the study the following sources of data are used. Primary data: Primary data refers to the collection of first hand data. Data is collected through Questionnaire Observations

Questionnaire: Questionnaire is prepared and circulated to the employees to know their opinion. Observations: Observations were done during the visits to the organization.

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Secondary data: Secondary data refers to the data, which is not newly generated but rather obtained from. Published sources. Unpolished sources i.e., information about the performance of the company i. ii. iii. Report on the study. Review of literature etc. Sampling chosen with the Random method Sampling Area would be Delhi & NCR and near area only Sample Size: 100

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Findings &Analysis
Performance Track Record

Rs Crs Gross Turnover Net Turnover Market Capitalisation PBDIT PBIT PBT PAT (After Exceptional Items) EPS Rs (Equalised for 95-96) Net Worth Capital Employed ROCE% Total Shareholders Returns %
ITC Key Financials 2009/10

95-96 5115 2536 5571 584 536 452 261 0.7 1121 1886 28.4

09-10 26,260 18,153 100,475 6,677 6,069 6,015 4,061 10.73 14,064 14,957 40.6

Cagr 95-96 to 09-10 12.4% 15.1% 22.9% 19.0% 18.9% 20.3% 21.7% 21.4% 19.8% 15.9% 24.3%

Rs crs Gross Turnover External Net Turnover External PBDIT PBIT PBT PAT
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09/10 Actuals 26260 18153 6677 6069 6015 4061

08/09 Actuals 23144 15612 5393 4844 4826 3264

Goly % 13.5 16.3 23.8 25.3 24.7 24.4

2009/10 : Segment Revenues

2009/10 : Segment Results

Full Year 2008-09 4,184 (483) 3,700 316 256 509 4,781 18 (63) 4,826

2009-10 3. Segment Results a) FMCG - Cigarettes - Others Total FMCG b) Hotels c) Agri Business d) Paperboards, Paper & Packaging Total Less : i) Interest (Net) ii) Other net un-allocable expenditure/ income Total PBT 4,938 (350) 4,589 217 436 684 5,926 53 (143) 6,015

Goly 18.0 27.7 24.0 (31.5) 70.3 34.5 23.9 191.2 127.6 24.7

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2009/10 : Se3gment Capital Employed

Full Year 2008-09 2,936 2,101 5,037 2,189 1,039 3,771 12,035 542.86

2009-10 4. Capital Employed a) FMCG - Cigarettes * - Others Total FMCG b) Hotels c) Agri Business d) Paperboards, Paper & Packaging Total Segment Capital Employed * Local Tax Provision not incl. 2,998 1,719 4,717 2,457 1,580 3,711 12,465 628.64

Goly 2.1 (18.2) (6.4) 12.3 52.1 (1.6) 3.6 15.8

Awards
ITC received the FICCI Outstanding Vision Corporate Triple Impact Award 2007 for invaluable contribution to the triple bottom line benchmarks of building economic, social and natural capital for the nation. Global Leadership Award conferred on Chairman Y C Deveshwar by the US India Business Council of the US Chamber of Commerce Sustainability Leadership Award 2007 conferred on Chairman Y C Deveshwar by the Sustainability Forum, Zurich and SAM/SPG at the International Sustainability Leadership Symposium Business Today Award for the Best Managed Company Retail and Consumer Products, has been conferred on ITC in recognition of its outstanding initiatives in the consumer products segment. Ryutaro Hashimoto Incentive Prize 2007 for Environment & Development from the Asia Pacific Forum In the first of its kind S&P Environmental, Social and Corporate Governance (ESG) ratings released recently, ITC ranked second among top Indian companies. The Company has won the Corporate Social Responsibility Crown Award for Water Practices from UNESCO and Water Digest for its distinguished work carried out in the water sector in India.
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ITC Limited won the top UNIDO award at the International Conference on Sharing Innovative Agribusiness Solutions 2008 at Cairo in recognition for its initiatives in agri business.

ITC has been conferred the ICAI Award for Excellence in Financial Reporting with its Annual Report and Accounts, adjudged as a commendable entry under the Manufacturing and Trading Enterprises category.

The Best Corporate Social Responsibility Practice Award 2008 jointly instituted by the Bombay Stock Exchange, Times Foundation and the NASSCOM Foundation.

e-Choupal initiative wins global recognition: Stockholm Challenge Award 2006 in the Economic Development category which recognises initiatives that leverage Information Technology to improve living conditions and foster economic growth in all parts of the world.

First Indian Company to win the Development Gateway Award 2005 for the most exemplary contribution in the field of Information & Communication Technologies (ICT) for development during the last 10 years

World Business Award 2004: International Chamber of Commerce & the HRH Prince of Wales & International Business forum Harvard University case study Recognised in World Development Report 2008 published by World Bank Applauded by President of India Dr APJ Kalam in his special address during the national symposium to commemorate 60th year of independence

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e-choupal: Strategic Thrust

ITC in Paper Industry

ITC is one of the world's most modern and contemporary manufacturers of packaging and graphic series of boards. ITC's Paperboards business has a manufacturing capacity of 360,000 (TPA) tonnes per annum and is India's market leader across all carton-consuming segments including cigarettes, foods, beverages, pharma, personal care & toiletries, durables and match shells. ITC makes some of the premium graphic boards used for greeting cards, covers,
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sleeves, tags and playing cards. The Company produces both Virgin and Recycled boards spanning the full requirement of a packaging customer. The erstwhile ITC Bhadrachalam Paperboards Limited was incorporated in 1975. It set up an integrated pulp and paper/board manufacturing facility in 1979 at Bhadrachalam in Andhra Pradesh in South India, 300 kms. east of Hyderabad. Since then, the mill facilities have been continuously upgraded to achieve internationally benchmarked quality standards and operational efficiencies. In 1998, the Paperboards business commissioned a new production line for coated boards. This production line incorporated Paper Machine 4, with original capacity of 120,000 tonnes per annum (TPA) and finishing & packing lines sourced from internationally renowned suppliers. This machine has been fitted with a sophisticated 'Web Detection and Inspection system' and since been modernised further with the addition of the latest web forming technology. The PM4 board machine can deliver international quality boards for Cigarette, Liquid, Food and Pharma Packaging by providing a flawless surface for print reproduction. To meet the growing requirement for high quality paperboards , PM5 was commissioned in 2003 with a capacity of 80,000 TPA. In September 2002, ITC's Bhadrachalam Paperboard Unit commissioned a 110,000 TPA Elemental Chlorine Free (ECF) fibre line. This is a state-of-the-art fibre line and the only one in India, which meets effluent norms, set by the Ministry of Environment and Forests of the Government of India and Pollution Control Boards. The product range has also been enhanced as ECF pulp uniquely fulfills the demand for food-grade packaging and environment-friendly paper. To meet its growing need for bleached pulp, a second ECF pulp line with a capacity of 120000 TPA is now nearing completion at Bhadrachalam. ITC is the largest exporter of coated boards from India. The Company exports nearly 15 percent of the coated boards it produces. Its coated boards fulfill exacting customer requirements in Malaysia, Sri Lanka, Bangladesh, Iran, Australia, UAE, UK, Italy, Poland and Russia.
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ITC has set up India's first world-class plant for the manufacture of premium Cast Coated Boards that meet highly sophisticated packaging and printing requirements. The Unit at Bollaram has been expanded further to accommodate specialized converting production lines. ITC has added a modern Poly-extrusion line to its production facility, to meet the growing demand for food packaging and beverage cups. A 2nd poly-extrusion line is due for commissioning in Jan 2008 , to meet the growing demand for barrier boards. The Super-Calendering line installed at Bollaram Unit near Hyderabad has also added Art Boards and Ivory Cards to its product range. ITC has also pioneered the development of Liquid Packaging Boards and Plasterboard liners. Continuous product development has reinforced ITC's market leadership in the Paperboards business. ITC's Paperboards business has a strong customer focus. The Company's Paperboards business devoutly practices a 'TPM' philosophy during each stage of manufacture. Lean management techniques have also been introduced in making the operations more responsive and efficient. Statistical Process & Quality control supplement the state-of-the-art on-line process controls and scanning systems in the production lines. ITC is the premier manufacturer of Specialty Papers in India, with a diversified product portfolio. ITC's Specialty Papers are used in the manufacture of opaque lightweight fine printing papers, cigarettes, papers for decorative laminates, electrical insulationgrade papers , fireworks fuse tissue and automotive filter paper. This Division pioneered the manufacture of Specialty Papers for the Indian cigarette industry in 1949. It currently offers a comprehensive range of Cigarette Tissues, Plug Wrap, Tipping Base, Printed tipping papers and Metallising Base. The Specialty Papers Unit of PSPD at Tribeni, Chandrahati, West Bengal aims to reach out and fulfill existing and emerging customers needs. The Unit reconfigures systems and processes to meet specific customer requirements. Quality control processes at the Unit are designed to ensure consistent high quality at every stage of manufacture. On-line monitoring and documentation of
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production parameters are carried out for continuous correction and updation of quality standards.A Product Development Team ensures Total Quality

Management (TQM) in all operations. The TQM group closely dovetails its operations with marketing, production and research teams to ensure international standards in products and services. The business creates long-term product development solutions on the basis of customer specifications and market trends.ITC has demonstrated strong capability in product development and research in pulp and paper. The Company has collaborated with the United Nations Development Programme (UNDP) and the Government of India on research programmes to develop high quality pulp. The Division exports cigarette tissues and dcor paper for laminates to Iran, Turkey , Nepal, and Bangladesh.

ITC in Apparels
ITCs 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, Essenza Di Wills an exclusive range of fine fragrances and bath & body care
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products for men and women and Fiama Di Wills a range of premium shampoos and shower gels. Wills Lifestyle has also introduced Wills Signature, designer wear by 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. The recent launch of Miss Players with its range of trendy fashion wear for young women has been a successful addition to the youth portfolio. With its brands, ITC is committed to build a dominant presence in the apparel market through a robust portfolio of offerings. This season, Wills Lifestyle presents a complete fashion wardrobe that complements every facet of your lifestyle - at work, when you're relaxed, while you party and for those special occasions. Wills Lifestyle has been established as a chain of exclusive specialty stores providing the Indian consumer a truly 'International Shopping Experience' through worldclass ambience, customer facilitation and clearly differentiated product presentation. Our stores have established themselves as preferred shopping destinations in the prime shopping districts across the country. At Wills Lifestyle, customers can browse at leisure, and shop in a relaxed and pleasing atmosphere. The use of space is refreshing, which is reflected even in the spacious changing rooms. Every store offers an international retailing ambience with the extensive use of glass, steel and granite, reflecting the most contemporary trends in store design, thereby creating a splendid backdrop for the premium offerings. superbrand 2006 was awarded to Wills Lifestyle by the Superbrands Council of India. At the Images Fashion Awards 2001 & 2003, Wills Lifestyle was declared ' The Most Admired Exclusive Brand Retail Chain of the Year'. Wills Lifestyle is now title partner of the countrys most premier fashion event - Wills Lifestyle India Fashion Week. Taking the celebration of the event to its stores, Wills Lifestyle has partnered with leading designers Rohit Bal, Rajesh Pratap Singh, Manish Malhotra and Rohit Gandhi - Rahul Khanna to create a new edition of Designer wear, which is now available at Wills Lifestyle Wills Sport, fashionable relaxed wear for men and women has, over fifteen seasons, become the vibrant face of contemporary fashion. At the Images Fashion Awards
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2001, Wills Sport was declared The Most Admired Brand Launch of the Year'. Following this, Wills Sport was declared 'The Most Admired Women's wear Brand of the Year', at Images Fashion Awards 2002. This season, Wills Sport presents a collection designed to complement your exuberant lifestyle. Vibrant designs create magic in breezy fabrics. Racy stripes and enchanting details add charm to the purest linen and cotton. Wills Classic work wear was launched in November 2002, providing the premium consumer a distinct product offering and a unique brand positioning. Featuring luxurious fabrics crafted to perfection with the most contemporary styling, Wills Classic work wear is positioned as the brand for new age leaders, who are changing the rules of business and encouraging a dynamic culture of enterprise, innovation and teamwork. Showcasing the epitome of new age luxury. Featuring the finest shirts, crafted in Italy. Complemented by exquisite trousers and jackets, made by European master craftsmen. Experience a new language of charming sophistication this season. Wills Lifestyle complements the range of premium apparel with a tempting choice of fashion accessories. This season a wider choice of accessories will be offered across ties, cuff links, socks, caps, hand bags, wallets, belts, eyewear and shoes. With the introduction of premium formal and relaxed jackets in the range, Wills Lifestyle will continue to offer the definitive look of the season. Continuing with its philosophy of bringing to Indian consumers world class products that enrich the quality of their lives, ITC launched Essenza Di Wills - an exclusive range of fine fragrances and bath & body care products for men and women in July 2005. Inizio, the signature range under Essenza Di Wills provides a comprehensive grooming regimen with distinct lines for men (Inizio Homme) and women (Inizio Femme).The rich and sensual fine fragrances are all day offerings designed by the leading international fragrance houses in France. The personal care range includes a host of bath and body care products that share the same olfactory signature of the mens and womens fine fragrances to offer you a harmonized fragrance experience.

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ITC forayed into the youth fashion segment with the launch of John Players in December 2002 and John Players is committed to be the No. 1 fashion brand for the youth. This foray leverages ITCs proven competencies in understanding consumer insights, brand building and design capabilities. Hrithik Roshan, Superstar and Youth Icon, with his innate style, vibrancy and playfulness best personifies the core attributes of the brand as its ambassador.

FMCG Business Initiatives Lifestyle Retailing

ITC in Information Technology

ITC InfoTech, a global IT services company, is today one of Indias fastest growing IT and ITES service providers. Since it's inception in October 2000, the company has established itself as key player in offshore outsourcing, providing outsourced IT solutions and services to leading global customers. While an
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enterprise range of technology capabilities and world class quality processes form the foundation of ITC InfoTechs cutting-edge IT service strength, a sharp domain focus ensures that IT and Its delivery always places business needs ahead of technology. The company enjoys the rare advantage of having a practitioner's expertise with a strong vertical focus in Consumer Packaged Goods (CPG) and Retail, Travel, Hospitality and Transportation, and Manufacturing - domains that its parent, ITC Limited, has traditionally dominated as well as in the main stay of technology service providers: Banking, Financial Services and Insurance. ITC InfoTech offers services through a global delivery platform with a strength of over 2,000 employees and delivery centers across North America, Europe and Asia-Pacific that serve Fortune-listed companies in 42 countries. ITC InfoTech conforms to the highest standards in international process quality, with ISO 27001, ISO 9001, SEI CMM Level 5 and BS 7799 accreditations. These reflect the companys ongoing enterprise-wide focus to ensure that every engagement program and project delivers international quality consistently. Industry Recognition: Premier analyst and market research agencies have recognized ITC Infotechs position as the preferred IT partner. It has been: Featured amongst Top 100 Global Outsourcing Companies in the leader category-International Association Of Outsourcing professionals. Ranked amongst Top 10 Speciality 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 Forrester Mentioned amongst Top Offshore SAP Service Providers Forrester

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

ITC Infotech

STRATEGIES OF ITC
Corporate Strategies

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Market Strategies

Limitations
Assumes market growth rate. A firm may grow the market. A Dog may be helping other products. High market share/Growth is not the only success factor. Linkage between market share and profitability is questionable.

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Key instruments for success

Successful green meetings are achieved through an optimal combination of: 1. Influencing decision-making: To maximise success, you need to ensure sustainability is considered throughout the decision-making process. Try to ensure that location and service providers are selected according to their compliance with green criteria and/or influenced towards it. Top management support for greening is critical. 2. Awareness raising: Making staff, service providers and participants aware of green aspects in good time means they will be prepared to act responsibly. People need to know why greening is important, to be motivated to behave accordingly. 3. Access to sustainable products, services and techniques : Access to appropriate sustainable technologies and practices increases the potential options for greening. At the same time, meetings can increase demand and a market can be created. Once available, these products and services will be used far beyond meetings. 4. Communication: Communicating all aspects in a way that all involved, including participants are proud about achievements and results, and ensuring that information is provided before, during and after the meeting is crucial in ensuring success and a lasting legacy. 5. Measurement: Measuring the environmental footprint and quantifying the achievements of the meeting will build credibility and provide data on which future meetings can be improved. It also provides case studies and figures for PR and Communications purposes. 6. Procurement: As in any situation, during a meeting our consumption decisions have major environmental implications. Those responsible for procurement must consider how to minimise the environmental impacts (and maximise the social benefits) of the products and services purchased
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for the meeting (e.g., catering services, paper for printing, electricity used to power the venue).

THE ITC CLASSIC SUCCESS STORY

ITC is ready to hawk ITC Classic to anyone, for even a rupee. - An ITC Classic manager in 1997. There is no value in ITC Classic. I wonder how ICICI will benefit from the merger! - A stockbroker in 1997.

TROUBLED TIMES
In late 1996, almost half of the executives on board of the tobacco to hotels major ITC Ltd. were in jail on charges of FERA and excise violations. It was at this point that the downfall of ITC Classic Finance (Classic), ITC's flagship financial services 49% subsidiary, began. The scandals in ITC had a massive damaging effect on the ITC brand and corporate image. The impact got reflected on Classic too and it was inundated with desperate fixed deposit holders wanting to withdraw their funds. Funds worth over Rs 50 crore were withdrawn within a few days after the crisis broke out. The continuing uncertainty on fund flows into the company and the eroded value of its portfolios began scaring off potential investors and foreign partners as well. International Finance Corporation (IFC), which was to provide a credit of $ 45 million to Classic, also held back the offer till things cleared up.' Analysts were quick to raise fingers at Classic's negative cash flows, its huge asset liability mismatch and the slow process of divestment of stakes held by Classic in the ITC group companies. Like the proverbial final nail in the

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coffin,'Classic declared a Rs 285 crore loss in June 1997, which almost wiped out its entire net worth. Meanwhile, troubles mounted as redemptions kept increasing - from Rs 750 crore in mid 1996, deposits came down to Rs 550 crore in May 1997. From a peak level of one million depositors, Classic was left with just six lakh. ITC gave Classic a Rs 75 crore credit line to maintain cash flow to meet the redemption pressure. There were even reports that Classic had to take inter-corporate deposits to fund the outflow. The sustained downturn in the capital markets during 1995-96 added to the company's woes and soon, key personnel began leaving the company Already neck-deep in legal troubles, ITC realized that it would be better off without Classic to add to its problems. ITC then initiated discussions with Daiwa Securities of Japan and a few Korean, British and American investment banks for a possible tie-up. A Business Today report claimed that ITC was desperate not to let Classic go for liquidation, as that would have reflected badly on its brand power. ITC announced that it was even willing to infuse more funds to keep Classic afloat. Both GE Capital and the Hinduja Group evinced interest in Classic. Since they laid down very stiff terms for the buy-out and valued Classic much below ITC's expectations, talks did not proceed further. Nothing seemed to be working out in favor of Classic as there were no takers for a company with non-performing assets of over Rs 350 crore and an investment portfolio that was by any standards an extremely poorly executed one. At this juncture, ICICI Ltd. stepped in as the knight in the shining armor'to rescue Classic, taking the corporate world and the media by surprise. All those involved in the issue kept asking themselves - What did ICICI see in Classic that so many other companies could not?

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CLASSIC: THE ITC FOSTERED BABY

Named after ITC's premium cigarette brand Classic,'Classic was incorporated in 1986. Classic was a non-banking finance company (NBFC) predominantly engaged in hire purchase and leasing operations. Besides, the company undertook investment operations on a substantial scale. The company did very well in the initial years and developed a strong network to mobilize retail deposits. Its fund-based activities such as corporate leasing, bill discounting and equities trading also grew substantially over the years. At a compounded annual growth rate of 78% during 1991-96, Classic's annual turnover increased from Rs 17.3 crore to over Rs 310 crore and net profits from Rs 2.3 crore to Rs 31 crore in the same period. By June 1996, the company had a deposit portfolio of Rs 800 crore consisting mainly of retail deposits. The capital market boom of the early 1990s was responsible to a large extent for Classic's impressive financials. Around 50% of Classic's assets had to be kept in financing and a further 25% was to be held in liquid funds or cash to handle cash outflows. However, Classic was free to invest the remaining 25% as it deemed fit - which happened to be in the boom stocks.'When the markets crashed in 1992, Classic had to face heavy losses. Like most other finance companies, Classic too saw the 1995-96 stock market downturn taking a toll on its performance. A sharp increase in cost of funds, weak capital market conditions and the general liquidity crunch marked the beginning of the company's poor financials. Almost all the 145 scrips in the stock-in-trade list in the company's balance sheet had lost nearly half their value during 199596. While Classic's quoted investments stood at Rs 231.06 crore as on March 31, 1996, the market value as on that day was just Rs 57.40 core. In 1996, ITC had to infuse Rs 60 crore in Classic by buying up group company shares held by it. Soon after this, troubles began at ITC's headquarters with the Enforcement Directorate (ED) initiating large-scale investigations against ITC top brass in connection with various issues of unethical practices. Almost half of the ITC
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board was arrested and the intensive negative media coverage significantly harmed the ITC brand equity. Amidst all this, it seemed as if ITC had given up all hopes of ever being able to find a suitable partner for Classic.

THE CLASSIC POST-MORTEM

Many management consultants remarked that though Classic emerged as a fullscale financial services company in early 1990s, it never matured from its original status as an asset financing subsidiary. A majority of Classic's problems stemmed from the structural anomalies like cross holdings in other group companies. Although consultants McKinsey & Co and Arthur Andersen (who had been mandated to go into the details of restructuring Classic in the mid 1990s), had emphasized the need for untangling Classic from the corporate maze of cross holdings in the group companies, no action was taken to do so. A Classic source remarked, McKinsey could not even figure out why some of the financial services companies existed and why Classic should hold equity in such companies. McKinsey wanted to form Classic into a single financial services company by merging various group companies involved in financial services such as Classic Infrastructure Development Ltd., International Travel House Summit, Sage, Pinnacle, ITC Agrotech Finance and a host of other small companies. McKinsey further recommended that Classic should reduce its investment banking exposure, concentrate more on asset financing and re-enter niche segments like automobile finance. The Arthur Andersen study talked about the need for a leaner organization with strong management. The consultants identified a complete lack of focus as the most crucial problem faced by Classic. However, ITC sources brushed aside the recommendations stating that, Reorganizing the business is very much on our agenda but our immediate concern is to keep the company liquid.

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After the Rs 285 crore loss was recorded, Classic sold its heavily eroded investments in Morgan Stanley and Jaiprakash Industries, which helped in covering the losses to a certain extent. However, its portfolio still comprised shares that had seen heavy erosion in their values. Classic had to hold large amounts of shares of other ITC group companies like ITC Bhadrachalam and International Travel House, whose share prices had also taken a beating. The company could not even sell these shares because of their low prices. Though ITC bought back Rs 69 crore worth of Bhadrachalam shares, financial analysts remained skeptical of Classic's portfolio. Some of its investments in group companies like Greenline Construction, Minota Aquatech and ITC Agrotech Finance etc. were illiquid for all practical purposes and only artificially inflated the company's net worth and the asset values. Classic also had a huge asset-liability mismatch. Its asset-financing portfolio was functioning fine till September 1995, when due to a liquidity crunch it had to miss on installment repayments. Eventually, the volume of overdue payments reached as high as Rs 300 crore. A Classic executive said, Most of our assets are wholesale in nature while our liabilities are retail. When the market got gripped by a panic, all wanted their funds, but we cannot make our assets liquid at such short notice. In 1995, Classic had entered into a lease and buy-back deal of used electricity meters with the Rajasthan State Electricity Board (RSEB). Later, RSEB defaulted on lease rentals worth Rs 40 crore, forcing Classic to make provisions to repossess the meters and settle the losses. Classic's real estate forays also did not prove to be beneficial for the company. Analysts also remarked that the fact that over the years, Classic had become increasingly dependent on public deposits. Public deposits, deemed to be a rather volatile source of fund, had to be resorted to by Classic mainly due to the reluctance of banks to fund NBFC operations during that period. This later resulted in the heavy redemption rush putting a strain on the company's cash reserves.

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The Classic Post-Mortem contd.

The credit rating agency, Credit Rating Information Serviced Ltd. (CRISIL) downgraded Classic's rating for its fixed deposit scheme and non-convertible debentures from AA to A+ and from FAA+ to FAA-, respectively in June 1996 and further to A- and FA, respectively in December 1996. An internal CRISIL note revealed some other important issues that had led to Classic's demise. The note stated: Although the company's asset portfolio remained fairly well diversified in terms of the client base/industry spread, the high growth rate, and the inherent risk in corporate plant and machinery financing had an adverse impact on the company's asset quality, resulting in difficulty in timely recovery of dues from a number of clients. The note further criticized Classic's exposure to the corporate asset financing business in general, and to the machinery segment in particular, which was inherently deemed to be risky. Classic was also reported to have made a tactical error by shifting its focus from its primary business of hire purchase and leasing to secondary market operations. The company was blamed to have entered the latter arena to get rich quick'by stock market deals, besides to spread the risk associated with asset financing. In 1995-96, a former Classic director said, Only about 55% of Classic's business was in hire purchase and leasing, while the rest was in stock market operations.

The Merger
ITC soon realized that only one of the country's three mega-financial institutions Industrial Development Bank of India (IDBI), Industrial Finance Corporation of India (IFCI), or ICICI would be in a position to absorb Classic's losses and bad loans. ITC approached IDBI and ICICI and held extensive discussions with both the FIs. Eventually, a deal was struck with ICICI at a swap ratio of 1 ICICI share for 15 shares of Classic

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In January 1998, shareholders of Classic approved the company's amalgamation with ICICI with 99.93% of the votes in favor of the resolution. Justifying the merger from ICICI's perspective, Kamath said, Our goal is to move towards universal banking with a spectrum of financial solutions. Any opportunity to move closer to the goal will be capitalized. However, a section of ICICI shareholders, holding shares of both ICICI and ITC Classic, opposed the merger resolution claiming that the merger ratio was unfair and was leaked'to the market. They said that the price dropped and adjusted to the merger ratio much before the announcement of the ratio by the company. They also alleged that if the market price of the share was one of the considerations, then the fall in the price of the share just before the merger was a clear indication that the swap ratio was already in the market before the announcement. Voices were also raised against ICICI's decision to retain only those Classic employees whom it found capable after internal evaluations. However, since the dissenting shareholders were in minority, the resolution was successfully tabled. ITC and its affiliate companies subscribed to a preferential share issue of Rs 350 crore of ICICI as part of the merger proposal. The preferential share capital carried a nominal interest of Re 1 for every Rs 1 crore of share capital issued for a period of 20 years. The infusion of funds in ICICI by ITC was to take care of any future liabilities arising out of the merger. One-fourth of Classic's asset base of Rs 1,000 crore accounted for investments in subsidiaries that operated in the stockbroking and mutual funds business. As ICICI was not interested in them, ITC provided Rs 272 crore to repay secured creditors, and to make up for the losses due to the decline in the investments made by these subsidiaries. It was decided to prepay Classic's creditors to reduce its interest burden. ITC also assumed the liabilities and obligations in relation to all guarantees and indemnities issued by Classic. ICICI accepted to absorb the Classic personnel as per its requirements and the rest were redeployed by the ITC group.

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The Merger Post Mortem

Media reports claimed that pressure from FIs coupled with desperation drove ITC to hand Classic on a platter to ICICI. K.V. Kamat, managing director, ICICI had maintained right from the beginning that he would consider the deal as long as it did not involve any cash outgo. The issues of ITC bringing in substantial funds, providing cushion against bad debts and loans and accepting an unfair'swap ratio kept surfacing in the media. The only silver lining for the unhappy Classic shareholders'seemed to be the fact that they could hope for a better future with ICICI. TABLE GAINERS AND LOSERS
ICICI The Upsides Risk-free takeover of a retail network since ITC would pay Rs 622 crore for ITC Classic's NPA. The Downsides ITC Classic's NPAs might be larger than projected, and its depositors might cash out. Classic Selling off a business it was not keen on, which enabled BAT to enter financial services on its own. A fall in profits in 1997-98, since it would also have to cope with the Rs 800 crore excise duty claims. An ICICI share would have to rise by 400% if the premerger ITC Classic share price was to be realized. Investors Acquiring, for every 15 shares in a sick company, 1 ICICI share whose value was bound to rise.

Source: Business Today, December 22, 1997.

As far as ICICI was concerned, it seemed to be a clear win'proposition. The biggest benefit for ICICI was Classic's retail network comprising eight offices, 26 outlets, 700 brokers and a depositor-base of 7 lakh investors. ICICI planned to use this to strengthen the operations of ICICI Credit (I-Credit), a consumer
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finance subsidiary that ICICI had floated in April 1997. Kamath said, The retail network will help us save two to three years. Our estimate of opening 15-20 branches to reach a million people at the retail level required at least 2-3 years. This offer came our way, which had the retail network already in place. An additional benefit for ICICI was in the form of the Rs 110 crore tax-break because of Classic's losses and the provisions for bad loans. This was something ICICI badly needed since its net profits of Rs 572 crore during the first half of 1997-98 had increased by 71.77% per cent.

The Merger Post-Mortem Contd.

While ICICI was happy over getting a large deposit base of about seven lakh, it seemed to have ignored the fact that the base was built on high interest rates offered by Classic - about 16%. ICICI was forced to give this promised interest while the going rates were much lower. Also, deposits aggregating Rs 550 crore were to mature by 1999, threatening to be a cash outflow burden on ICICI. However, ICICI tried to average out the interest outgo by asking the depositor coming in for renewals to switch over to ICICI books. This was easy to do as the depositors got the security of an AAA-rated institution. ICICI soon began the clean-up operation'of Classic's balance sheet by substituting high-interest liabilities. As 75% of Classic's clients were ICICI clients as well, ICICI was confident of recovering 8-16% of the outstanding amounts from various parties. ICICI sources claimed that the Classic merger would not affect the dividend or the non-performing assets of ICICI. This was supported by his justification that Classic was a company with an asset base of just Rs 1000 crore, while ICICI's asset base was as large as Rs 41,000 crore.

SWOT Analysis
Strengths
ITC leveraged it traditional businesses to develop new brands for new segments. For example, ITC used its experience of transporting and distributing tobacco
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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
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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.

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Critical Success Factors Of ITC

Critical factors in the apparent success of the venture are ITCs extensive knowledge of agriculture, the effort ITC has made to retain many aspects of the existing production system, including retaining the integral importance of local partners, the company's commitment to transparency, and the respect and fairness with which both farmers and local partners are treated. There are more success factors of ITC: Site and location Positioning and guest profile Financial strength Brand recognition Yield management Differential pricing

Lead Management In The ITC Sector: Five Success Factors

Lead management a critical topic for sales success
In many ways, today's ITC market has become a market of attrition. Long gone are the times when dispatchers took customers' orders on the phone and "assigned" shipments on the basis of the value of this or that account. Consequently, it has become more important than ever to find the quickest and most effective way of converting leads into key-account customers. GP+S has drawn up a set of guidelines on lead management with the cooperation of the Sales and Marketing Working Group in BITKOM, the German Association for Information Technology, Telecommunications and New Media. The Working Group's brief was to explore how Sales and Marketing departments could ensure
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that investments in advertising ultimately generate revenue. The group was made up primarily of representatives from companies focused on the B2B sector.

Goals of lead management

The principal aim of lead management is to expedite the generation of revenue from sales. Lead management boosts efficiency by promoting a work-sharing process in which only the most productive and cost-effective resources are employed in each individual phase. In most companies this is no longer driven by Sales only: instead, the Sales, Sales-Support and Marketing organizations jointly take on this challenge. The primary goal is accompanied by a multiplicity of secondary goals, any or all of which can achieve strategic importance depending on the overall situation and the objectives specific to a given company:

Lead management objectives

Process-oriented, efficient selling Transparency across the customer-relationship process by tracking contacts in the Sales funnel

Safeguarding of market shares More in-depth understanding of the market through market analysis in conjunction with leads generation

Metrics for the analysis of the effects of marketing-related measures Optimization of the interface between Marketing and Sales with regard to a more intense dialog

Shorter time-to-market phase: push new solutions onto the market in less time

Higher ROI from product-development, marketing and sales investments

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Lead management: the situation as-is

What is a good criterion for gauging success? If satisfaction with an achieved state is an important indicator for success, lead management has a good chance of emerging as "relatively unsuccessful" in the ITC sector. What are the reasons for this and what are the factors that have to be considered in order to achieve success? The BITKOM group of experts headed by GP+S has identified five success factors for lead management. All five are discussed in detail below. They have been identified on the basis of many years' hands-on experience amassed by leading ITC companies (including SAP, Microsoft, Telekom, Compuware).

The five success factors in lead management

Establish organizational preconditions Establish technical preconditions Ensure quality of leads Create transparency Generate a positive attitude

Success factor No. 1: Establish organizational preconditions

Corporate management often grants lead management a certain amount of attention, while remaining no more than partly aware of the organizational complexity involved. Successful lead management, however, depends on organizational measures that can be implemented only by top-level

management, or by management on the business unit or regional level. The construct starts with defining the correct goals for lead management in harmony with the corporate goals and ends with generating models for remuneration. These models should be geared toward promoting achievement of the goals as
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effectively as possible and establishing conflict-reducing incentives for the various instances involved in setting up and operating lead management.

Success factor No. 2: Establish technical preconditions

The most important resource for successful lead management is an end-to-end, proven, crossdivisional and (if necessary) cross-company lead-management process. The quality and efficiency of this process should be checked and evolved on a rolling basis. The lead management process can develop its full potential and efficiency when it is supported by suitable information technologies. Software solutions like CRM systems are important tools, but they in turn require an effective and smoothly functioning work and workflow process. Under best-case conditions they are in harmony with the targets laid down by Marketing and Sales and in the incentive systems, which can integrate salesstructure mapping. In most instances, the introduction of new processes and software solutions involves some measure of deviation from familiar work practices, so initially a certain amount of extra time has to be allowed. Individuals, moreover, are frequently unable to perceive any immediate or direct benefit. In the Sales arena, the benefit is usually accompanied by an unwanted increase in transparency. When systems of this nature are introduced or relaunched, therefore, it is essential for executive management to lend its support to the move and make sure that the benefits for each role are clearly demonstrated and communicated. High data quality and a certain amount of data are crucial to the success of lead management. Consequently, the system has to be used by many operators and the currency of the data stock must be ensured at all times.

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The degree of utilization, however, depends on the extent to which the benefit has been specifically established for each group of stakeholders (managerial and operative levels, marketing officers, direct sales, indirect sales, etc.) in credible terms and in a format suitable for training. A change management process that balances out different interests is another critical aspect. Accompanying changes within the organization in this way helps demonstrate benefit and eliminate doubt in a way that "top-down management" is unlikely to match.

Success factor No. 3: Ensure the high quality of the leads

The stakeholders will not maintain their support for lead management in the long term unless the quality of the leads continuously meets or exceeds expectations. Vis--vis Sales, therefore, Marketing should pursue the "quality, not quantity" approach. Only good leads are of use to Sales and create a positive image for Marketing and for lead management. This holds good for both direct and indirect sales. Good planning is critical to quality lead management. Successful lead management, therefore, starts with annual marketing planning, and given the dynamism of ITC markets the 12-month plan should be revised several times as it runs its course, and updated accordingly. Sales and Marketing have to join forces to work on planning, because this enables integrated client communication ("speaking to the market with one voice") and establishes the basis for efficient cooperation. If the sales model involves indirect channels, the officers responsible for sales partner support should also be brought into the planning process. Planning should also include accompanying measures to ensure that targets are achieved. Image work and work on the company's mindshare both fall into this category, as do measures to boost data quality, so that prospects can be addressed as effectively as possible and their interest stirred.
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High data quality is frequently underestimated in terms of good lead quality. In our experience data quality is of crucial importance to the success of leads generation. In-depth planning is essential for leads distribution, as the basis for realistic assessment and as a precaution to prevent over-expectations. It is vitally important to avoid giving the impression that lead generation on the part of Marketing is something akin to advance selling, largely relieving Sales of its responsibility to exert itself to the full to ensure that leads actually convert into purchasing clients.

Success factor No. 4: Create transparency in the lead-management process

The planning process has to be checked from beginning to end to ensure that implementation at the requisite level of quality is possible given the available human resources and budget, and with the available stock of addresses. Additional checks have to be run on the basis of logged conversion rates and with due provision made for the leads assigned to each sales unit in order to assess whether it is realistic to expect the planned leads to generate income compatible with the revenue targets. In terms of transparency, other key points include stipulating the content and frequency of progress reports and scheduling regular meetings for reporting. Sales must be required to report on its follow-up activities and the conversion of leads to income, while at the same time taking part in an ongoing process of improvement embracing the entire lead management system. In the long term, only a closed control loop comprising of target agreement, planning, implementation, and results monitoring to drive target adjustment, etc. can sustain cost reductions and quality improvements.

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Success factor No. 5: Generate a positive attitude among employees

Our many years of experience clearly indicate that in the lead-management system or, more accurately, in work with a lead-management system, many and diverse emotions are stirred. Although these emotions can be subdued or directed by organizational measures, they cannot be eliminated entirely. Consequently, the following can contribute to success:

CONCLUSION
To be handled with care. Strategic forays into emerging high growth markets. E-Choupal is a transformational strategy. Strong brand building capability will be tested. Corporate strategy of creating multiple drivers of growth anchored on its core competencies and distribution reach. Embracing difficult and challenging corporate strategy. (Ex: Paperboards). Improved security for hotel guests. Floor access control in hotels through key card system. Precision analysis of products in Food Business. Process optimization for product development in Food Business. Automation of lighting controls. Use of Solar energy for hot water generation and outside area illumination. Installation of PNG (Piped Natural Gas) fuelled generator sets and PNG fired calendar and tumbler drier machines in hotel laundries. Improvements to reduce heat gain/cooling losses from building envelops in hotels. Impact of measures for reduction of energy consumption and consequent impact on the cost of production of goods.

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