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Table of Contents
Chapter 1 EXECUTIVE SUMMARY
Chapter 2 INDUSTRY OVERVIEW
2.1 Details regarding Industry composition
2.2 Industry Size
2.3 Growth drivers
2.4 Recent Trends

Chapter 3 DETAILS OF THE ORGANIZATION

3.1 Origin of the Company.
3.2 Product & Services offered.
3.3Geographical Reach of the company.
3.4Position of the company in Industry.( In terms of revenue)

Chapter 4 INDUSTRY PROJECT DETAILS

4.1 My Project
4.2 Coverage Area
4.3 Reporting mechanism

Chapter 5 LEARNINGS & CONTRIBUTION

5.1 Skill Acquired

5.2 Challenges

5.3 Contribution & Achievements

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Chapter 1

EXECUTIVE SUMMARY

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EXECUTIVE SUMMARY

The purpose of writing this document was to provide the following information. The present condition of
India's FMCG industry is addressed, as well as ITC Ltd.’s goals and vision for the future, as well as the
Indian market. The study includes terminology specific to the fast-moving consumer goods sector.

The report has been made specific to the general trade channel of ITC Ltd. where various terminologies
relevant to the general trade channel have been introduced and explained.

The detailed analysis of general trade under 3 different purviews has been covered, namely:

1. Market research to understand market sentiments towards Mom’s Magic 2. To

reactivate already served outlets for focus sub-category products

2. Competition Benchmarking - Inputs & display across categories

All necessary and relevant data gathered through a physical internship has been accumulated in the report,
and necessary recommendations and suggestions on the basis of the analysis have been given in the report.

To complete the study effectively the knowledge of the market and its operations along with the
area where the study needs to be done was necessary, thus the period of the training included the
sales of ITC’ food products. In this report, I made an attempt to reactivate the already serviced
outlets for ITC’ Food division products and driving the sales of Mom’s Magic, NPD launches
i.e., Bingo Street Bites at Bhopal city. The main objective of the study was to increase the
productivity of the distributor salesperson at ITC Ltd. In this project the responsibilities
assigned to me include: driving the distributor salesperson’s performance matrix in order to bring
the efficiency in their regular work, explaining the schemes associated to focus sub-categories to
the retailers and negotiating the prices if required, setting targets for the day based the Market
Accompaniment Report of the given beat, driving the sales of go green categories, increasing
daily bill cuts, increasing line-cuts in all the grocery stores, distribution of samples to the targeted
customers and taking final orders from the customers based on the price, distribution.

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Chapter 2

INDUSTRY OVERVIEW

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2.1 Industry Overview

In India's Fast Moving Consumer Goods (FMCG) market, you'll find products that are consumed often
and have a high turnover rate. Marketers from all over the world are eyeing the Indian consumer sector,
which is divided between urban and rural areas. The industry is predicted to more than double in
expenditure by 2030 due to the presence of a substantial middle class, a relatively large affluent class,
and a small economically disadvantaged population. The rise of the fast-moving consumer goods
(FMCG) business may be traced back to a number of factors, including rising consumer awareness,
increased accessibility, and a change in consumer lifestyle.
The government's recent decision to permit full FDI (Foreign Direct Investment) in the food production
and single brand retail sectors has opened the door for a variety of international companies to set up
shop in the country. The supply chain and the jobless rate would both benefit from this. As more
businesses and their products become known to consumers, shoppers will have more opportunities to
choose from among them, leading to higher overall expenditure.
The private company ITC Ltd. is one of India's most successful businesses. ITC is expanding its
footprint in many different markets, such as the tobacco industry, the hospitality sector, paperboards and
specialty papers, packaging, agriculture, processed foods, sweets, IT, branded clothes, personal care,
stationery, safety matches, and other fast moving consumer products. ITC is an industry leader in several
different areas, including the production of cigarettes, the hospitality industry, paperboard production,
packaging production, and agricultural exports. It is gaining ground swiftly in the markets for packaged
foods and apparel, personal care products, and office supplies. It claims to have a 106-year history and a
presence in more than 60 locations across India, where it employs more than 26,000 people. In India,
some of the most well-known brands are Aashirvaad, Gold flake, Classic, Bingo, Sunfeast, Wills
Lifestyle, John Players, Engage, Fiama, Vivel, Savlon, Silk, Classmate, Mangaldeep Agarbattis, AIM
match box, ITC hotels, and many more.
ITC, based in Kolkata, West Bengal, with an annual revenue of around $8.3 billion and a market value
of $45 billion. The corporation generates about $8.3 billion in annual revenue and employees over
26,000. ITC is the most popular brand of cigarettes in India, and for good reason. The firm has three of

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the top five fast-moving consumer goods (FMCG) brands in India, including Gold Flake, Wills, and
Scissors. ITC's Lifestyle Retailing division was founded in 2000 with the launch of the Wills Lifestyle
network of exclusive specialty items, which distributes apparel and accessories under the Wills name.
John Players, ITC's line of menswear, may be found in both standalone John Players stores and the
company's more than 2,000 multi-brand outlets.
In 2001, ITC entered the exclusive packaged goods sector and soon grew to include such categories as
candy, essentials, and snack foods. The firm has built a strong reputation in the industry and seen strong
sales growth in a very short period of time. Growth in ITC's paperboard and packaging division has
enabled the business to expand into new product categories, such as branded stationery and adult
colouring books. The company also deals in the retail sale of incense sticks and safety matches acquired
from local artisans. Company's FMCG offerings make advantage of core competencies in marketing,
distribution, brand building, supply chain management, and paperboard and packaging.
The fast-paced consumption of consumer goods in India begs the question, what motivates customers to
acquire FMCG products? The fast-moving consumer goods (FMCG) business has grown rapidly in
recent years and is now India's fourth-largest economic sector. Though the fast-moving consumer goods
(FMCG) sector is ripe with expansion opportunities, missed opportunities can limit a company's growth
if its leaders fail to perceive true demand. Future success in attracting and retaining customers may be
hindered by factors such as shifting consumer demands, dismal consumer sentiment, and price increases.

In order to weather these potential storms, brands and merchants must pay close attention to what
customers have to say about their desires, preferences, and attitudes.
Sixty percent of Indian shoppers say recommendations from friends and family are the single most
useful piece of research.
One-third of today's business consumers conduct online research on a company's offerings before making a
purchase. It's common for customers to exceed their budgeted spending while taking advantage of sale
prices. In only the previous five years, the share of urban customers who regularly shop at Modern Trade
has increased from 20 to 44 percent, a 2.5-fold increase. More than a quarter of customers also report that
this method brings in the largest share of their total spending. As a result, Modern Trade makes up 10% of
fast-moving consumer goods (FMCG) sales in urban India, and its growth over the past year has tracked
that of the market as a whole. The value of global modern commerce is expected to triple by 2020, to $180
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billion. The average family's income will have tripled between 2010 and 2020, rising from $6,393 in 2010
to $18,448 in 2020. More than 200 million households will be nuclear, increasing consumption per capita
by 25-50% from its current level. Urbanization will expand from 31% to 40%. Since 75% of the population
will be from generation I—that is, they were under 14 years old when the economy opened and would thus
have higher spending levels—the study predicts that attitudes will shift as a result.

About Modern Trade

Many smaller grocery stores fall under the category of traditional channels, whereas larger markets like
supermarkets and hypermarkets are considered part of contemporary commerce. Between 2016 and 2020,
the fast-moving consumer goods (FMCG) market in India is expected to develop at a CAGR of over 21
percent. An uptick in demand from rural consumers is anticipated to be a driving force in the expansion of
the fast-moving consumer goods sector. In the years between 2016 and 2025, it is predicted to expand with
a CAGR of 14.6%. An important chunk of the growth is being ascribed to the rise in disposable income,
which has increased at a CAGR of 64.1%. With a CAGR of 24.6% between 2015 and 2020, it is predicted
that modern retail will have expanded greatly.
By 2020, the number of people in the medium income bracket is projected to nearly double, growing at
a CAGR of 10.8 percent.

About General Trade:

The backbone of any successful commercial enterprise is a well-established network through which
direct contact with clients and the development of personal connections between purchasers and sellers may
take place. Those in the retail, wholesale, distribution, storefront, kiosk, and general merchandising
industries are the ones who really transact this business. They specialize in the low-volume, high-quality
items desired by the final consumer. The vast majority of people's staple groceries are purchased from these
stores.

Among the most distinguishing characteristics of the General Trade are:

• Their lead times are really quick.

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• There is a need for consistent orders from you.

• The rates change from time to time.
• Depending on stock levels and customer demand, stores may only offer a certain number of brands.
• In emerging nations, general commerce accounts for almost 80% of the GDP.
Not enough progress has been made in General Trade over the last half century. Traders, wholesalers, and
retailers have taken a major hit due to the rise of online shopping. More progress has been made in
contemporary and online trading than in traditional trade. While keeping their fingers crossed, both small and
large businesses are focusing on the ongoing issues faced by shops in the hopes of making General Trade a
smashing success.

For General Trade Operators to be competitive, they need access to cutting-edge technology at a price they
can afford. Everyone should be able to take use of digital technology. Because of this, all market participants
will have an incentive to make good decisions that benefit the economy.

IN THE FMCG INDUSTRY:

In this context, we use the following definition of brand awareness: As their purchasing power grows,
affluent customers are more likely to spend it on luxury items that reflect their growing sophistication and
taste.
Companies in the fast-moving consumer goods (FMCG) industry are putting a premium on both the
improvement and expansion of their existing product lines and the development of brand new, ground-
breaking offerings.
Due to rising consumer interest in personalized products, the trend toward mass customization of goods is
expected to quicken in the coming years.
In order to preserve revenues and volume while expanding their consumer base, businesses are
aggressively offering fewer SKUs at cheaper prices.
In an effort to lessen their impact on the environment, an increasing number of businesses are creating
carbon-light products.
Strategies used by FMCG companies:
• Customized items designed to meet the needs of a particular market. There's Horlicks for the ladies and
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Junior Horlicks for the kids.

Consumers may use the Internet for a variety of reasons, including gathering information to assist them
make better purchasing decisions. This has led to an increase in investment in building out FMCG
companies' web profiles.
Customers are less likely to be brand loyal when there are other choices to choose from within a given
product category. As a result, FMCG businesses must spend heavily on R&D and advertising to keep up
with the ever-changing consumer goods industry.
After giving careful consideration to the state of the FMCG sector in India, it becomes clear that business
is booming and increasing quickly. However, new sales technologies like SFA are being employed by the
FMCG industry to increase and maintain this rate of expansion. Major fast-moving consumer goods
(FMCG) companies have incorporated SFA solutions into their sales systems due to factors such as the rise
of internet usage across the country, the rise of consumption and spending in the rural segment, the
intensity of competition, the advent of modern trade, and the importance of a streamlined retail distribution
network. This will lead to an automated, robust, and streamlined business environment for companies.

2.2 Industry Size

Fast Moving Consumer Goods (FMCG) goods are popularly named as consumer packaged goods. Items
in this category include all consumables (other than groceries/pulses) people buy at regular intervals. The
most common in the list are toilet soaps, detergents, shampoos, toothpaste, shaving products, shoe polish,
packaged foodstuff, and household accessories and extends to certain electronic goods. These items are
meant for daily of frequent consumption and have a high return. The Indian FMCG sector is the fourth
largest sector in the economy with a total market size in excess of US$ 13.1 billion.It has a strong MNC
presence and is characterised by a well-established distribution network, intense competition between the
organised and unorganised segments and low operational cost. Availability of key raw materials, cheaper
labour costs and presence across the entire value chain gives India a competitive advantage. The FMCG
market is set to treble from US$ 11.6 billion in 2003 to US$ 33.4 billion in 2015. Penetration level as
well as per capita consumption in most product categories like jams, toothpaste, skin care, hair wash etc
in India is low indicating the untapped market potential. Burgeoning Indian population, particularly the

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middle class and the rural segments, presents an opportunity to makers of branded products to convert
consumers to branded products. Growth is also likely to come from consumer 'upgrading' in the matured
product categories. With 200 million people expected to shift to processed and packaged food by 2010,
India needs around US$ 28 billion of investment in the food-processing industry.

2.3 Growth Drivers

Investment and Development
The Government of India has allowed 100 percent Foreign Direct Investment (FDI) in food processing
and single brand retail and 51 percent in multi brand retail.

The e-Commerce Boom

The revolution of technology not just took place in urban India but rural India as well. There has been a
noticeable shift in the demand of e-commerce due to its wider reach across the country, be it rural or
urban areas. It has the greater consumer convenience as with the help of apps and websites, consumers
can easily select and purchase the products of their choice and products will be delivered to their homes
with the home delivery option.

Value expansion
The retail market in rural India and rise in rural consumption is also responsible for driving the FMCG
market. Its contribution is 36 percent in the overall FMCG spending. The processed food market of India
is projected to reach US$ 470 billion by the year 2025, from the US$ 263 billion in 2020-21. The Indian
FMCG industry grew with the support of consumption led growth and value expansion from higher
product prices, particularly for staples.
It witnessed growth in double digits and reached 10.6 percent due to various government initiatives such
as hygiene categories, high agricultural production, reverse migration and packaged staples. There is a

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contribution of different categories in FMCG sector such as Household & Personal Care, tobacco, Food
& Beverages and others.

The Way Forward

The rural market of India is expected to reach up to US$ 220 billion by 2025 from US$ 23.6 billion in
2018. The rural consumption of India has increased which has led to combination of increasing incomes
and higher aspiration level of masses. Another important factor that will drive the demand of FMCG in
India is the growing percentage of young population in the country.

It is a well known fact that India has the largest number of youth in the world and in today’s fast paced
lifestyle, they prefer going with packaged food and products rather than preparing it on their own. This
category contributes the largest amount of sales to the FMCG sector. With these developments, the FMCG
sector looks all set to keep traversing the path of growth.

2.4 Recent Trends

.Here are a few trends and developments that will govern the FMCG sector.
1. Health & Wellness will be a growing domain
There is a growing awareness amongst people regarding their wellbeing. As people realize that good
health needs proactive attention, they are rapidly growing closer to healthy eating habits. A lot has been
said and written about the immunity boosting foods and supplements during this time. In fact, the online
search on ‘immunity boosting’ topped amongst Indian users in April. People are becoming more watchful
of what they buy and what goes into their bodies, internally and topically. Organic, superfood-based,
nutritious, natural products are going to be a hit amongst the masses, no matter what the category. There is
a clear need for embracing healthy ingredients in the product DNA, for FMCG companies to stand out,
make an impact.

2. Personal care industry will take off with a spotlight on sanitizers and handwashes
By now, it is no rocket science to draw that the personal care industry is inclining towards articles
endorsing hygiene. The market saw it all, from an uptick in sales and prices of hand sanitizers and
handwashes to a supply deficit in both offline and online stores. Google searches for face masks and hand
wash swelled up during the outbreak. The industry, valued at USD 2.7 billion in 2019, is pegged to excel
at a CAGR of 22.6% from 2020 to 2027.

3. Online and Digital Marketing will lead the way

Social media has 3.81 billion users worldwide. The OTT sector in India saw a 30% rise in paid
subscriptions from 22.2 million to 29 million between March and July 2020. Needless to say, you cannot

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turn a blind eye towards the reach and opportunities that the new-age socializing and entertainment
platforms offer. Today, uploading an engaging post on Instagram, a tweet on Twitter, or
sharing user testimony on skincare products, unboxing an assortment of healthy foods, etc. on Youtube can
create a larger impact for FMCG brands than the traditional me-too marketing tools. When customer
experience is the epitome, customer patience is too low, and time is money, FMCG players may not want
to stick to newspapers, radio, and television to change their world.

With an average monthly data usage surpassing 11GBs and deep smartphone penetration, online and
digital marketing will be the frontrunners in converting passive consumers into active ones. After all, a
motivated user is much better than a hundred others who just know about the brand or the product.

4. Emphasis on eCommerce and a connected supply chain management

eCommerce players can help the brands with last mile deliveries, covering the nook and corner of the
country and helping extend the brand's reach to rural areas - one of the biggest contributors to the overall
revenue generated by FMCG in India. DTC brands are having a gala time getting direct insight into
consumer preferences, more importantly under the current COVID scenario, as every article sold allows
FMCG brands to interact with an engaged audience. Feedbacks are quick, which used to take months
earlier, if not years. Moreover, this eliminates the need for distributors, reducing product distribution cost
from the business ecosystem.

Talking about distribution, the supply chain is expected to change its course from a linear to a connected
one. Brands have until now relied upon distributors and stockists to sufficiently dispense the product at the
retailer's end. With retailers automating their inventory journey with intuitive apps and intelligent PoS, it
would become cost- and time-effective for brands to directly connect with former for stock ups, ensuring
uninterrupted supply.

5. Products designed and targeted at Millennials and Gen Zs

Gen Y and Z display unique sets of demands. For them, the product itself must be a key differentiator.
Clear brand identity and what it stands for attracts these two generations the most. Additionally, with a
handsome disposable income and a good exposure to the digital world, these generations have access to
possibly the best in the world. The most sure-shot way of their inclusion is offering customization and
personalization, which comes with the deployment of new-age technologies. Artificial intelligence and
Machine Learning-powered hyper-marketing can extract and combine crucial data on a customer from
various sources to understand their requirements, preferences, spending potential, and so on for a highly
personalized experience.

As we move forward, FMCG players will have to create a niche in their segments. The sector which was
mostly defined by political, cultural, and social factors, is currently being driven by the healthcare
condition of the nation. Hence, it would be only advisable to swivel along the lines of health and
technology for smooth sailing amidst choppy waters.

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Chapter 3

COMPANY INTRODUCTION
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2.1 Origin of the Company

ITC Ltd is one of India's foremost private sector companies. ITC has a diversified presence in Cigarettes
Hotels Paperboards & Specialty Papers Packaging Agri-Business Packaged Foods & Confectionery
Information Technology Branded Apparel Personal Care Stationery 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 Personal Care and Stationery.ITC's wholly owned
Information Technology subsidiary ITC Infotech India Ltd provides IT services and solutions to leading
global customers. ITC Infotech has carved a niche for itself by addressing customer challenges through
innovative IT solutions. 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.ITC was incorporated on August
24 1910 under the name Imperial Tobacco Company of India Ltd. As the company's ownership
progressively Indianised the name of the company was changed from Imperial Tobacco Company of India
Ltd to India Tobacco Company Ltd in the year 1970 and then to I.T.C. Ltd in the year 1974. In recognition
of the company's multi-business portfolio encompassing a wide range of businesses - Cigarettes &
Tobacco Hotels Information Technology Packaging Paperboards & Specialty Papers Agri-business Foods

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Lifestyle Retailing Education & Stationery and Personal Care - the full stops in the company's name were
removed effective September 18 2001.

The company now stands rechristened ITC Ltd.During the year first six decades of the company's
existence were primarily devoted to the growth and consolidation of the Cigarettes and Leaf Tobacco
businesses the seventies witnessed the beginnings of a corporate transformation that would usher in
momentous changes in the life of the company. In the year 1925 the company set up Packaging & Printing
business as a strategic backward integration for ITC's Cigarettes business. It is today India's most
sophisticated packaging house.In the year 1975 the company launched its Hotels business with the
acquisition of a hotel in Chennai which was rechristened 'ITC-Welcomgroup Hotel Chola'. In the year
1979 they entered the Paperboards business by promoting ITC Bhadrachalam Paperboards Ltd which
today has become the market leader in India.

In the year 1985 the company set up Surya Tobacco Co. in Nepal as an Indo-Nepal and British joint
venture. In the year 1990 the company acquired Tribeni Tissues Ltd a Specialty paper manufacturing
company and a major supplier of tissue paper to the cigarette industry. The merged entity was named the
Tribeni Tissues Division (TTD). In the year 1990 the company set up the Agri Business Division for
export of agri-commodities. Today the Division is one of India's largest exporters. In the year 2000 the
company spun off its information technology business into a wholly owned subsidiary ITC Infotech India
Ltd to more aggressively pursue emerging opportunities in this area. Also the company forayed into the
Greeting Gifting and Stationery products business with the launch of Expressions range of greeting cards.
A line of premium range of notebooks under brand 'Paperkraft' was launched in 2002. To augment its
offering and to reach a wider student population the popular range of notebooks was launched under brand
'Classmate' in the year 2003.The company also entered the Lifestyle Retailing business with the Wills
Sport range of international quality relaxed wear for men and women in the year 2000. The Wills Lifestyle
chain of exclusive stores later expanded its range to include Wills Classic formal wear (2002) and Wills
Clublife evening wear (2003). ITC also initiated a foray into the popular segment with its men's wear
brand John Players in 2002. The company forayed into the Foods business to create a new driver of
business growth. It began in August 2001 with the introduction of 'Kitchens of India' ready-to-eat Indian
gourmet dishes. In 2002 the company entered the confectionery and staples segments with the launch of
the brands mint-o and Candyman confectionery and Aashirvaad atta (wheat flour). Also the company's
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philosophy of contributing to enhancing the competitiveness of the entire value chain found yet another
expression in the Safety Matches initiative.

ITC now markets popular safety matches brands like iKno Mangaldeep Aim Aim Mega and Aim Metro.
Bhadrachalam Paperboards Ltd amalgamated with the company effective March 13 2002 and became a
division of the company Bhadrachalam Paperboards Division. In November 2002 this division merged
with the company's Tribeni Tissues Division to form the Paperboards & Specialty Papers division. In
August 2002 Surya Tobacco became a subsidiary of ITC Ltd and its name was changed to Surya Nepal
Pvt Ltd (Surya Nepal).In the year 2003 the company entered the biscuits segment with the introduction of
Sunfeast. Also the company forayed into the marketing of Agarbattis (incense sticks) in partnership with
the cottage sector. The company's popular agarbattis brands include Spriha and Mangaldeep across a range
of fragrances like Rose Jasmine Bouquet Sandalwood Madhur Sambrani and Nagchampa.

In the year 2004 the company acquired the paperboard manufacturing facility of BILT Industrial
Packaging Co Ltd (BIPCO) near Coimbatore Tamil Nadu. In July 2005 the company introduced Essenza
Di Wills an exclusive range of fine fragrances and bath & body care products for men and women. Inizio
the signature range under Essenza Di Wills provides a comprehensive grooming regimen with distinct
lines for men (Inizio Homme) and women (Inizio Femme). In the year 2007 the company entered the fast
growing branded snacks category with 'Bingo!'.The company launched 'Fiama Di Wills' a premium range
of Shampoos Shower Gels and Soaps in September October and December 2007 respectively. The
company also launched the 'Superia' range of Soaps and Shampoos in the mass-market segment at select
markets in October 2007 and Vivel De Wills & Vivel range of soaps in February and Vivel range of
shampoos in June 2008. In the year 2008 the company repositioned the business as the Education and
Stationery Products Business and launched India's first environment friendly premium business paper
under the 'Paperkraft' Brand. Paperkraft entered new categories in the office consumable segment with the
launch of Textliners Permanent Ink Markers and White Board Markers in 2009. During the year 2009-10
the company launched new variants of 'Gold Flake' and 'Navy Cut Filter Kings' with innovative product
features limited edition packs of 'Classic' and launch of new brands like 'Flake Excel Filter' and 'Duke
Filter'. The company also launched its premium line of hand-rolled cigars in select markets under the
brand name 'Armenteros'. During the year the company launched 'mint-o GOL' in the 'chews' category.

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In the Agarbattis the company launched a new variant 'Fragrance of Temple' in Tamil Nadu under the
'Mangaldeep' brand which delivers temple aroma. In the personal care segment the company launched
'Fiama Di Wills' Gel Bathing Bar. Also they strengthened the brand 'Vivel' with the launch of the 'Milk
Cream & Glycerine' bathing bar in the winter care segment and 'Deo Spirit' in the freshness segment.In
October 2009 the company launched the ITC Royal Gardenia a 292 room luxury offering in Bengaluru. It
is the largest LEED (Leadership in Energy and Environmental Design) Platinum rated hotel in the world
and the first in Asia to achieve this distinction.In the year 2011 ITC Limited proposed invest up to Rs 3000
crore to set up a paper manufacturing unit in Andhra Pradesh as part of its plans to double capacity over
the next five years. ITC also entered into lifestyle retailing and the stationery segments through its
premium brands Paperkraft notebooks and Wills Sport apparel range. Eventually the company launched
mass-appeal brands like Classmate:notebooks and John Players:menswear. ITC opened first premium
cigar retail store in Delhi. ITC Ltd also acquired the entire shareholding of Russell Credit Ltd. (wholly
owned subsidiary of the Company) in Wimco Ltd. (Wimco) (i.e. 96.825% of Wimco's equity share
capital). Consequently Wimco became a direct subsidiary of the Company with effect from September 29
2011. In 2012 ITC Ltd acquired 22606065 Ordinary Shares having no par value of Technico Pty Ltd
(TPL) a company incorporated in Australia from Russell Credit Ltd wholly owned subsidiary of the
Company. Consequently, TPL became a wholly owned Subsidiary of the Company with effect from March
26 2012.

In 2013 ITC Ltd has launched a social investment project Mission Sunehrakal (MSK) in Mysore district to
conserve soil and moisture. ITC also forayed into the biscuits market with its Sunfeast range of glucose
marie and cream biscuits. ITC Infotech becomes the 1st PTC Authorized Training Partner in India. ITC
Hotels tied up with RP Group Hotels & Resorts to manage 5 hotels in India and Dubai. ITC's leading
personal care brand announced the launch of its second edition of the signature series of the Couture Spa
Range of Gel Bathing Bars. ITC's leading personal care brand also announced the launch of its unique
Skin Nourishing Range of Soaps - VivelIn 2014 ITC has been voted among the top two 'Buzziest Brands'
in the 'Corporate' category by 'afaqs' one of the world's largest marketing and advertising portals. ITC's
leading personal care brand and one of India's most exciting brands introduced `Love & Nourish'. ITC
becomes fastest firm to clock Rs 1000 cr revenue in stationery market. ITC's Engage range takes second
spot in deo market by volume. ITC also replaces TCS as India's most admired company. ITC enters e-

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cigarette business. ITC Hotels launches one of largest ever foreign investments in ColomboIn 2015 ITC's
paper boards and specialty papers division introduced grease-resistant paper boards. ITC acquired 87.06%
equity share capital of Classic Infrastructure & Development Ltd. Russell Credit Ltd. a Wholly Owned
subsidiary of the Company has acquired the entire equity share of Wills Corporation Ltd. (Wills). ITC also
Launches Vivel Ayurveda Essence in Kerala. On 13 February 2015 ITC announced that the company has
entered into Asset Purchase Agreements with M/s. Johnson & Johnson Ltd. India & M/s. Johnson &
Johnson Pte. Ltd. Singapore for purchase of `Savlon' and `Shower To Shower' trademarks and other
intellectual property respectively primarily for use in India. On 23 February 2015 ITC announced that the
company has been declared as the highest/successful bidder for Park Hyatt Hotel located at 263-C
Arossim Cansaulim Goa along with land and built up area of the hotel together with all buildings and
structures and plant & machineries. This property of M/s. Blue Coast Hotels Ltd. was put up on sale by
IFCI Ltd. through public auction under the provisions of the Securitisation and Reconstruction of
Financial Assets and Enforcement of Security Interest Act 2002.On 24 March 2016 ITC announced that it
has acquired the entire equity share capital of Technico Agri Sciences Limited India from Technico Pty
Limited Australia for a total consideration of Rs 121 crore. The acquisition is a related party transaction
between ITC and Technico Pty Limited a wholly owned subsidiary of ITC. Technico Agri Sciences
Limited is in the agricultural bio-technology business primarily of growing and selling of Technituber seed
potatoes and field generated seed potatoes. On 2 April 2016 ITC announced that the company has been
compelled to shut its cigarette factories with effect from 1 April 2016 until clarity emerges in the uncertain
state of the rules on health warning on cigarette packs. On 5 May 2016 ITC announced that the Supreme
Court on 4 May 2016 passed an order transferring to the Karnataka High Court all writ petitions pending
in various courts challenging the rules prescribing 85% pictorial warnings on packages of tobacco
products. The Supreme Court observed that all parties should endeavour to follow the rules. On 8 May
2016 ITC announced that its cigarette factories are commencing production progressively.ITC's Board of
Directors at its meeting held on 20 May 2016 recommended issue of bonus shares in the ratio of 1:2. On 9
October 2016 ITC announced divestment of its entire shareholding in its wholly owned subsidiary King
Maker Marketing Inc. USA along with assignment of certain trademarks owned by the company for total
consideration of US$24 million.The company allotted 4026657100 Ordinary Shares of Re 1/- each fully
paid-up were issued and allotted as Bonus Shares in the proportion of 1 (One) Bonus Share of Re 1/- each
for every existing 2 (Two) fully paid-up Ordinary Shares of Re 1/- each held on 04 July 2016 being the
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Record Date determined by the Board for the purpose. The Bonus Shares were allotted on 07 July
2016.During the year the company divested the entire equity shareholding in King Maker Marketing Inc.
(KMM) New Jersey USA. Consequently effective 16 November 2016 KMM ceased to be a subsidiary of
the company.Pursuant to Pyxis Inc. merger with ITC Infotech (USA) Inc. with effect from 1st April 2016
Pyxis has ceased to be a subsidiary of ITC Infotech India Limited and that of ITC Limited with effect
from that date. During the year ITC Infotech (USA) Inc. a wholly-owned subsidiary of ITC Infotech India
Limited subscribed to the entire share capital of Indivate Inc. a company incorporated in USA.
Consequently Indivate Inc. became a wholly-owned subsidiary of ITC Infotech Inc. USA with effect from
18 November 2016.As on 31 March 2017 the company has 24 subsidiaries including 9 subsidiaries
outside India. ITC has won the prestigious Porter Prize 2017 for `Excellence in Corporate Governance and
Integration' and for its exemplary contribution in `Creating Shared Value'. ITC Limited became the 1st
company to win the India Today Safaigiri Corporate Trailblazor Award 2016. ITC Limited won two
'ASSOCHAM Waste Management Excellence Awards 2017' in the `Best Corporate Initiative in Swachh
Bharat Abhiyan' and `Best Outreach Strategy in Waste Management' categories.

ITC won the Intel AIM Corporate Responsibility Award 2016 accorded by the Asian Institute of
Management-RVR CSR Center and the Asia Inc Forum. ITC was adjudged the `Best in Supply Chain
Sustainability' at the Asian Corporate Sustainability Summit 2016. ITC's Paperboards Unit in
Bhadrachalam has become the first integrated Pulp and Paper Unit to receive the prestigious CII GreenCo
Platinum Rating. During 2018 ITC won the `Best Practices Award' from United Nations Global Compact
Network India for two major game-changing initiatives of the Company - Integrated Watershed
Development and Social & Farm Forestry. ITC's leading hygiene brand Savlon bagged 7 awards at the
coveted Cannes Lions 2017. ITC Hotels Division was conferred the `2017 Greenbuild Leadership Award'
by the U.S. Green Building Council (USGBC). ITC was conferred the coveted National Award for
Excellence in Employee Relations 2017 by the Employers' Federation of India (EFI). ITC was adjudged
for Best In-house Legal Team of the Year Award by Legal Era Magazine at the Indian Legal Awards 2017-
18. During 2018-19 ITC launched over 50 new FMCG products across categories such as Foods Personal
Care Education and Stationery products Agarbatti and Matches strengthening its diverse and differentiated
portfolio of FMCG offerings. On 10 July 2018 ITC Global Holdings Pte. Limited Singapore (`Global') a
subsidiary of the company which had been under winding up was dissolved vide the Order of the High

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Court of the Republic of Singapore. Consequently Global ceased to be a subsidiary of ITC Ltd.ITC's
leading hygiene brand Savlon became the first Indian brand to win the Grand Prix for `Creative
Effectiveness' at the coveted Cannes Lions 2018. ITC received the `Diamond Award for Excellence in
Public Relations' (ITC Aashirvaad) and `Gold Award in the consumer products category' (ITC Classmate)
at the SABRE Awards South Asia 2018. The company adjudged as the Best In-house Legal Team of the
Year Award from Legal Era Magazine at the Indian Legal Awards 2018-19. ITC's Paperboards Business
was recognised as the Best Performer in the pulp & paper sector by the Bureau of Energy Efficiency under
the Perform Achieve and Trade Scheme. The company bagged the First prize in 6 categories at the Public
Relation Society of India (PRSI) National Awards 2018. During the FY2020 despite the COVID lockdown
ITC launched a bouquet of specially crafted innovative products with agility and speed to cater to the
consumers' urgent needs for health wellness and hygiene solutions. In the FY2020 the company has
launched more than 60 new products.ITC won the `Best Corporate Initiative in Sanitation Award' at the
India Sanitation Coalition - FICCI Sanitation Awards 2019. The company won the First Prize in 5
categories at the Public Relations Society of India (PRSI) National Awards 2019. ITC Haridwar Unit won
the `Outstanding Performance in Food Safety Excellence Award' in the Large Manufacturing Food
Business Bakery category at the CII Award for Food Safety 2019. ITC received the `CII National HR
Excellence Award' for Significant Achievement in HR Excellence. ITC Kovai Unit received the Platinum-
level certification the highest recognition for water stewardship in the world based on international
benchmarks from the Alliance for Water Stewardship Scotland. The amalgamation of Sunrise Foods
Private Limited and its subsidiaries with the Company was approved by the Board of Directors on 04
September 2020. The necessary petitions seeking sanction of the National Company Law Tribunal to the
said amalgamation have been filed.As on 31 December 2020 the company has 28 subsidiaries 4 joint
venture and 7 associate companies under its roof.During the FY2021the Scheme of Amalgamation of
Sunrise Foods Private Ltd with the Company was approved by the Honourable National Company Law
Tribunal Kolkata Bench vide order dated 26 February 2021. The Scheme became effective from 01 April
2021 consequent to filing of certified copies of the order with the Registrar of Companies West Bengal on
01 April 2021. Consequently Sunrise has amalgamated with the Company with effect from the Appointed
Date being 27 July 2020.Wimco Limited became a wholly owned subsidiary of the Company with effect
from 29th July 2021 consequent to reduction of equity share capital of that company becoming effective
upon receipt of necessary approvals.The Scheme for Amalgamation of Hobbits International Foods Private
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Limited (Hobbits) and Sunrise Sheetgrah Private Limited (Sheetgrah) with the Company was sanctioned
by the Hon'ble National Company Law Tribunal Allahabad Bench and became effeclive from 12 August
2021.As on 30 September 2021the company has 25 subsidiaries4 joint venture companies and 7 associate
companies under its roof.

ITC is a leading private sector company in India and a highly diversified conglomerate with interests in
FMCG, hotels, paperboards and packaging, agriculture, and IT. With 90,104 crores in revenue and
15,058 crores in net profit, the company is widely regarded as one of India's most valuable businesses (as
on 31.03.2022). According to a study by Fortune India and Hay Group, ITC came out on top as India's
most admired corporation. ITC is India's most successful fast-moving consumer goods (FMCG)
marketer, the most successful Indian paperboard and packaging company, a global leader in farmer
empowerment with its extensive Agri Business, and the country's most successful "Responsible Luxury"
hotel network. ITC Infotech, an ITC company, offers digital solutions on a worldwide scale.

The new Consumer Goods Businesses of ITC have been steadily building a strong portfolio of 25 world-
class Indian brands over the past decade, all of which contribute to the growth and preservation of wealth
in India. The Aashirvaad, Sunfeast, Yippee! Bingo!, and other FMCG brands that ITC produces are some
of the best in the world. In a short amount of time, brands like B Natural, ITC Master Chef, Fabelle,
Sunbean, Fiama, Engage, Vivel, Savlon, Classmate, Paperkraft, Mangaldeep, Aim, and others have built
up a loyal customer base. Although some of these businesses now dominate their categories, others are
expanding rapidly and might soon join their ranks. ITC has a significant edge in the marketplace thanks
to the fact that its products and services benefit from the company's ability to capitalise on synergies it
has developed throughout its numerous business segments. In the realm of branded foods, ITC Group
brands include Aashirvaad, Sunfeast, Fabelle, Sunbean, Dark Fantasy, Mom's Magic Bingo! (Yippee! ),
Mint-o, Kitchens of India (KoI), Farmland (B Natural), and ITC MasterChef (ITC); in the realm of
personal care, ITC Group brands include Essenza Di Wills (Fiama), Vivel (Engage), and Savlon A recent

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study by Nielsen found that this industry is expanding at double the rate of all others in the consumer
products sector.

ITC is a leading private sector company in India and a diverse conglomerate with holdings in Consumer
Goods, Hotels, Paperboards & Packaging, Agri Business, and IT. Business Today has recognised ITC as
one of the most valuable companies in India and one of the most valuable in Asia with a market
capitalization of over US$ 35 billion and a turnover of nearly US$ 7 billion. According to research by the
Boston Consulting Group, they are the sixth largest ‘sustainable value provider' among consumer
products firms worldwide (BCG).

ITC's success reflects the company's ongoing journey from a focus on a single product to that of a
diversified conglomerate with several growth engines. Currently, ITC is India's largest FMCG distributor,
second-largest hotel operator, market share leader in the paperboard and packaging sector, and dominant
participant in the agricultural sector. ITC Infotech India Limited, a wholly owned subsidiary of ITC, is a
rapidly expanding middle-tier information technology company in India.

ITC's outstanding performance in the Triple Bottom Line is supported by the company's compelling
vision, its strong corporate strategy, and its unrelenting quest to develop long-lasting, sustainable value
chains. In the end, this is motivated by a national goal of increasing the country's social capital.

It's true that ITC has accomplished a great deal in the realms of ecology and society. For the past seven
years in a row, ITC has been Carbon Positive by avoiding the release of twice as much carbon dioxide
into the atmosphere as it produces; for the past ten years, it has been Water Positive by producing twice
as much freshwater potential as it consumes; and for the past five years, it has been Solid Waste
Recycling Positive. The only company of its size anywhere in the world to have earned and maintained
such environmental distinctions, ITC continues to set the standard for environmental excellence.

At the historic Rio+20 United Nations Summit, ITC was awarded the World Business and Development
Award 2012 for its groundbreaking work in rural areas through social and agricultural forestry.

More than 5 million jobs are supported by ITC's enterprises, and the company's influence reaches into the
lives of many people living on the fringes of society in rural India. The most vulnerable members of our
society have benefited greatly from ITC's inclusive business practises.

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Creating long-term value: ITC has developed as a forerunner in several industries, including
FMCG (fast moving consumer goods), paperboard and packaging, farmer empowerment (through its
Agri Business), and eco-friendly hotel management. ITC Infotech, a 100% subsidiary, is one of the most
rapidly expanding IT companies in India's middle tier. ITC's wide range of rapidly growing businesses
greatly improves the company's capacity to contribute to India's economic growth.

According to the World Bank, ITC's Agri-Business segment is a leading exporter of agricultural products.
About US$ 6.8 billion in foreign currency profits have been generated by the ITC Group over the
previous decade, with agricultural exports accounting for 57% of this total. By giving Indian farmers
more agency and access to information over the Internet, the Company's 'e-Choupal' project has helped
the country's agricultural sector become more competitive. With this, India's agricultural sector has
become much more competitive. This revolutionary strategy has received a lot of attention throughout
the world and has even been chosen as the subject of a case study at Harvard Business School. As one of
India's most well-known corporations, it comes as no surprise that many people credit ITC with helping
advance India's economy. According to ITC, the company's capacity to sustain rising shareholder value is
driven by its aim to provide long-term benefit for the country. Implementing this idea implies that ITC
not only pushes each of its enterprises to become more competitive on a global scale, but also actively
works to improve the competitiveness of the larger value chain of which it is a part. The ITC group
employs more than 32,000 people directly, and the company's companies and value-chains make a
difference in the lives of nearly 6 million people every day, many of whom reside in rural India.

Sustainability example on a global level: ITC is the only company of its scale in the world that
is carbon-positive, water-positive, and solid-waste recycling-positive, and as such is widely regarded as a
sustainability pioneer throughout the globe. More than 41% of ITC's total energy demands are met by
renewable energy sources, demonstrating the company's dedication to a low-carbon growth path.
Therefore, ITC is the "greenest luxury hotel network in the world," with all of its properties holding the
LEED (Leadership in Energy and Environmental Design) Platinum rating. The Paperboards & Paper
division of ITC is often held up as an example of environmentally responsible corporate practises. Many
national and international awards have been bestowed to ITC in appreciation of the quality, productivity,

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safety, and environmental management systems implemented at its manufacturing facilities and hotels.
To my knowledge, Indian Telecom Corporation (ITC) was the country's first company to actively seek
for a corporate governance rating. With an eye on rewarding its more than 9,00,000 shareholders on a
consistent basis, as well as meeting the aspirations of its stakeholders and the standards set out by society
at large, the Company operates globally with the goal of continuously improving its wealth-generating
powers.

The strategic objective of ITC is to capitalise on new opportunities in the FMCG sector via the
investment of synergies and the combination of the diverse pool of capabilities available throughout the
company's many divisions. Aashirvaad, Sunfeast, Bingo!, YiPPee!, Candyman, mint-o, and Kitchens of
India are some of ITC's most well-known Branded Packaged Foods products; Essenza Di Wills, Fiama
Di Wills, Vivel, and Superia are well-known in the Personal Care Products industry; Classmate and
Paperkraft are well-known in the Education & Stationery Products industry; and Wills Lifestyle and John
Players are well-known

Hypermarkets in rural areas: ITC's Choupal Saagar hypermarkets, found primarily in rural areas,
first opened its doors in 2004. Farmers were able to buy and sell goods, including those of higher quality
for use on their fields and in their houses, via this platform. Soil testing, investment, insurance, medical
facilities, and a restaurant were just some of the supplementary services it offered nearby farmers. These
hypermarkets will play a significant role in the evolution of this infrastructure, which is essential for
supporting ITC's rural distribution plan. More than 15 "Choupal Saagars" are currently functioning in
Madhya Pradesh, Maharashtra, and Uttar Pradesh, with a further nine in different phases of planning and
construction.

Philanthropy in the workplace: The ITC E-Choupal uses IT to create a meta-market for India's
poor, rural farmers, who would otherwise have to keep doing business in "undeveloped" stalls and shops.
As of July 2010, 6500 E-Choupals were dispersed throughout 10 states, serving a total of over 4 million
farmers in over 40,000 villages. As a result, rural areas in India now have greater access to the rest of the
world than ever before, thanks in large part to the advent of cheap Internet connections. These days, ITC
E-Choupal is generally accepted as a reliable delivery mechanism for resource development initiatives,
especially in less developed nations. Health care, education, water management, and animal health

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management are just some of the areas where it is being put to the test in partnership with established
service providers and non-profit organisations. The creators of the Classmate brand of notebooks set out
to use one rupee from the sale of every four notebooks to fund the education of children from low-
income families. The work paid off, and business expansion has continued since then. Classmate has
launched a contest for students called the Classmate Ideas for India Challenge. As part of the company's
centenary celebrations, the plan would be put into action. The youth of India, who hold the key to the
country's future, will be asked to contribute their thoughts to a national project. As part of its statewide
promotion, the Classmate Ideas for India competition hopes to contact 25 lakh students in 30 cities, 500
schools, and 200 institutions.

ITC's Branded Packaged Foods division is one of the fastest-growing food businesses in India because of
the market awareness and consumer franchise of its iconic brands, such as Aashirvaad, Bingo!, and
others. Yippee! Sunbean, Sunbean, Sunbean, Yippee!, Sunfeast, Fabelle, Sunbean. To name just a few
examples of the many brands on offer: Kitchens of India, B Natural, ITC Master Chef, Farmland, mint-o,
Candyman, and GumOn. Staples, spices, biscuits, sweets & gums, snacks, noodles & pasta, drinks, dairy,
ready-to-eat meals, chocolate, coffee, and frozen foods are just few of the many product types that the
Foods firm presently offers. ITC's uncompromising dedication to its customers' health and safety ensures
that stringent quality, safety, and hygiene standards are adhered to at every stage of manufacturing. All of
the plants that are owned by ITC are certified as HACCP (Hazard Analysis and Critical Control Point)
compliant. All production units' quality performance is tracked online in real time. ITC ensures that the
ingredients used in the creation of its food products comply to stringent quality criteria when they are
bought and processed, on top of ensuring quality throughout the manufacturing process. With the help of
ITC's in-house R&D capabilities, relevant consumer insights, a deep understanding of the Indian palate
gleaned from the company's Hotels business, its agri-sourcing & packaging strengths, exciting,
innovative communication, and an unrivalled distribution network, ITC's Foods brands delight millions
of families in India with a diverse range of differentiated, value-added products. The firm is committed to
being the most reliable provider of branded packaged foods in the United States of America, thus it is
constantly expanding its production, distribution, and marketing activities to take advantage of emerging
opportunities. ITC's Foods segment exports its wares to a variety of significant markets outside just
North America, Africa, the Middle East, and Australia. ITC's goal is to continue to be one of India's most

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valued firms by consistently delivering exceptional results and creating new opportunities for the
company's stakeholders and the Indian economy.

ITCs' PURPOSE: To improve the company's stakeholder value and boost its ability to generate money in
a world that is more interconnected.

Values of ITCs in Their Essence Ultimately, ITC's Core Values aim to create a high-performing,
customer-centric business that improves the lives of everyone involved. Trusteeship We recognise, as
experienced managers, that ITC is given to us by all of our constituents out of a sense of 'trust.' In the
long run, we will successfully materialise the value and interest of our stakeholders. Customer-Oriented
Value, quality, and customer happiness are always at the forefront of our minds, and we will do all in our
power to meet your expectations. Individual Dignity Respect Results are what matter most to us, and we
expect a lot from ourselves and our team members. We will treat people with kindness and compassion
while protecting their inherent worth as human beings. Because of this, we value the contributions of
every team member and know that a strong team is founded on a wide range of opinions and
perspectives. It's important to inspire people to pursue their passions, to value differences, to learn and
take risks in the name of progress, to collaborate in pursuit of leadership, and to dream big. Excellence
Trying our best to achieve our goals by doing the right thing. In all that we do, we will strive for
excellence. Innovation At all times we will be on the lookout for ways to enhance our procedures,
offerings, and administration. Attitude toward a certain nation Our team is well aware of the
responsibility we have to contribute to the nation's economy. We will not compromise on our adherence
to all applicable laws and regulations as we work toward our goals.

3.2 Product & Services offered.

ITC Limited
ITC Limited has sustained its position as one of the fastest-growing FMCG businesses in the country,
leveraging a robust portfolio of brands, a slew of first-to-market offers, a range of distinctive, customized

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products, innovation, premiumization, along with an efficient supply chain and expanding the distribution
network.

BUSINESSES

• Fast Moving Consumer Goods (FMCG)

• Hotels
• Paperboards &
Specialty Papers
• Packaging
• Agri-Business
• Information Technology
• Group Companies

Products List of ITC

So here is the ITC products list. ITC Limited launched over 50 new FMCG products, across categories
such as

• Foods,
• Personal Care,
• Education, and
• Stationery products,
• Agarbatti and Matches,
• Strengthening its diverse and differentiated portfolio of FMCG offerings.

ITC’s Paperboards & Packaging Business

ITC’s leadership position in the value-added itc products Paperboards segment in India is anchored on the
popularity of its array of brands that caters to a wide spectrum of innovative packaging, graphic and
communication requirements.

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ITC Hotels

ITC Hotels is one of India’s largest and fastest-growing luxury hotel chains offering comprehensive
hospitality solutions through more than 100 iconic hotels in over 70 destinations in the country.

ITC Infotech

As a fully owned subsidiary of ITC Limited, ITC Infotech Leading global technology services and
solutions provider. ITC Infotech provides business-friendly solutions to help clients succeed and be future-
ready, by seamlessly bringing together digital expertise, strong industry-specific alliances and the unique
ability to leverage deep domain expertise from ITC Group businesses.

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3.3 Geographical reach of the company

NEW DELHE FMCG to tobacco major, ITC exported its indian food brands to over 50 countries during
FY21, at a time when the Covid-19 pandemic was raging across the country.

Led by its Aashirvaad atta, several of the Kolkata-headquartered conglomerate's brands witnessed
growing demand among global markets including the US, Canada, Australia and New Zealand, the UK,
Germany, Netherlands, Italy, Sweden, UAE, Saudi Arabia.

Apart from Aashirvaad atta, products such as Aashirvaad Svasti Chee, Aashirvaad Salt, Sunfeast Biscuits,
Sunfeast Yippeet Noodles and Sunfeast Milkshakes, Mad Angles & Tedhe Medhe Snacks, Kitchens of
India Amblent Ready to Eat/Ready to Cook, Kitchens of India rozen Snacks, B Natural Juices Surbean
Beaten Coffee Paste also witnessed strong demand, the company said in its latest annual report

While Aashirvaad atta has presence in almost all countries of export, ITC is now focusing on growing the
international franchise of its Sunfeast range of biscuits

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All ITC's businesses are mandated to engage with overseas markets to test and demonstrate international
competitiveness. ITC's exports that aim at garnering foreign exchange earnings for the country,
aggregated to nearly $7.3 billion in 10 years.

3.4 Position of the company in Industry

ITC is one of India's foremost multi-business enterprise and is rated among the World's Best Big
Companies, Asia's 'Fab 50', and the World's Most Reputable Companies by Forbes magazine. It is also
rated as 'India's Most Admired Company' in a survey conducted by Fortune India magazine and Hay
Group. ITC also features as one of the world's largest sustainable value creator in the consumer goods
industry in a study by the Boston Consulting Group. ITC has been listed among India's Most Valuable
Companies by Business Today magazine. The Company is among India's '10 Most Valuable (Company)
Brands' according to a study conducted by Brand Finance and published by the Economic Times. ITC also
ranks among Asia's 50 best performing companies compiled by Business Week.

In the terms of revenue

In FY22, the company’s FMCG businesses (excluding cigarettes) recorded segment revenue
of ₹15,994.49 crore up 8.6% over the previous year. The company sells packaged goods
under brands such as Aashirvaad, Sunfeast, Bingo, Savlon, and Yippee among others.

Chapter 4
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INDUSTRY PROJECT DETAILS

4.1 Briefly describe the Project/ Work Assigned

To identify opportunities of BI cookies and cream industry for Mom’s Magic in SWD channel and Plan
SWD activation to gain the market share up-to 20% in this particular channel at location Bhopal. Product
Information - MP Cookies – Sun-feast MOM’S Magic the biscuit brand from the ITC Sun-feast Portfolio
was launched in Product Information - MP Cookies – Sun-feast MOM’S Magic the biscuit brand from
the ITC Sun-feast Portfolio was launched in 2014. There are three variants available in Sun-feast Mom's
Magic such as - Sun-feast Mom's Magic – Cashew & Almond, Sun-feast Mom's Magic – Fruit & Milk
and Sun-feast Mom's Magic – Rich Butter.

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The process of task is market visit with DS (Distributor sales person) for analysis of pros & cons of our
product & competitors & communicate scheme and all offers for sales. After field visit make an excel
report of particular day orders of mom’s magic & outlet owner comments for our products. Analysis of
our Competitor parle 2020 & Britannia good day. Parle 2020 biscuit 5 Rs packet grammage is 25 gram &
good day grammage is 30 grams but our product grammage is 35 grams. That’s difference shows to the
outlet owner & customers. In June & July month our product price for wholesaler is 715 Rs for 1 CFC
(Carbonated fibre container) on the purchase of 5 cfc & the additional discount is 25 Rs extra in June
month so final price is 690 Rs for 1 cfc on the purchase of 5 cfc.
Market share of Parle 20-20 is 6.5 Lac approx. in wholesale market. Market share of Britannia Good-day
is 7 Lac approx. in wholesale market. (This data is taken from market survey). Market share of Sun feast
Mom’s Magic is 1.95 Lac approx. in wholesale market of June. (This data is taken from WD (Wholesale
distributor point).
Total market of BI Cookies is – 15,45,000 Rs.
Market share in percentage – Parle 20-20 – 42.07 %
Britannia Good day – 45.30 %, Mom’s magic – 12.63%

4.2 Coverage of Area

• Covered half of Bhopal Area.
• Checked the wholesale area of Bhopal ( Jumerati) and also retails market (retail outlets).
• Added 21 New outlets in DS beat (particular market)
• Worked with 9 food DS (Distributor sales person)

4.3 Reporting Mechanism

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• After market visit sent excel report of particular day to Area Executive.
Excel Report –

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Chapter 5

LEARNING & CONTRIBUTION/

ACHIEVEMENTS

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5.1 Skill Acquired

Difference between retail and wholesale market in terms of market, consumer behavior,
consumer behavior, and DS work allocation.
Segmentation of territory market: (Market Management)
In traditional or general trade, the company’s business is parted into 3 areas in a territory;
a) Retail market (food store, large grocer, small grocer, bakeries, general stores, etc)

b) Key account outlets (big outlets which do not lie in wholesale or standalone
modern trade.
c) Wholesale Market (large quantity buyer and seller)
• Root to Market (Placing what & where)
• Negotiating & Convincing skills.
• Rates (From Internship - SIP)
• Counterfeit Products (From Internship- SIP)
• Difference between Retail & Wholesale Market Behavior.
• Different styles if pitching the customers. (SMBD)
• Practical wholesale terms like Rate, Undercutting, Me-too products. (From Internship-
SIP)
• Establishing customer relationship. (CRM)
• Supply and control over supply. (OM)
• Inventory Management.

• Distributor involvement and working. (DCM)

• Mark-Up & Mark-Down Margin (SMBD)
• Analysis of Data

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• Organizational Structure & Reporting (OB)

Judgment regarding the order of the product and services in the placing the right
products at the right shop based on priority.
Additionally, I have learned the following things:
1. Active listening and objection handling.
2. Negotiation skills and people skills
3. Time & Work Management
4. Customer Relationship Building

5.2 Challenges
ITC has been at the forefront of the market for FMCG for quite some time. This industry is second only to
the fast-food industry in terms of sales of consumer products. Products and services offered by the firm are
"pull" goods, which means they sell themselves in response to consumer demand. It's true that certain of
the company's items enjoy a particularly stellar reputation, but that's not the case for the whole catalogue.
With over 2,000 products available, just a fraction is profitable for the firm. None of the other products
have caused such a commotion in the marketplace. Aashirvaad and Sunfeast are two of the most well-
known names in the sector, yet they both provide a rather limited selection of products. There isn't much
of a challenge from Milano, Britannia, or Parle to Sunfeast Dark Fantasy, but Sunfeast Yippee noodles
face formidable competition from Nestle's Maggi Noodles. Adding more shelf space in supermarkets is a
great strategy to boost sales of low-performing items. The key problem is the product's exposure. ITC's
share of the shelf has been declining relative to its competitors in a few product categories. The company
loses a lot of money because products are either less apparent because they are packed on lower shelves or
because there are fewer facings on higher shelves.

• Mom’s Magic are not visible to every consumer or customer at each store.
• Company launch offers & scheme for wholesaler’s & retailor but giving advantages next month so
purchaser denied for order.
• Sales person not explain & communicate all scheme of products.
• Dispute between different channels, as shown in certain stores where vendors claimed to be able to
source Mom’s Magic and similar items from other channel members at lower prices (under-cutting) than
APS Marketing.
• Many people can’t pronounce mom’s magic in the comparison of competitors.
• Our company does not provide stand & display.
• Salespeople having trouble recalling products is a problem.
• Salespeople are encouraged to prioritize working with major, volume-buying stores.
• New locations are billed under the name of an already established location.
• Unfavorable first impression made when salespeople win over stores before not delivering the desired
materials the next day.

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5.3 Contribution & Acheivement

Project Deliverables
• Total April month sales of Mom’s magic in SWD channel – 70K to 75K approx. in 18 outlets.
I started work in May month
• Total May month sales of Mom’s magic in SWD channel – 1,20,000 Rs approx. in 36 outlets.
• Total June month sales of Mom’s magic in SWD channel – 1,95,000 Rs approx. in 39 outlets.
Total Wholesale outlet in Bhopal – 120 Approx.
(This data is taken from WD point)
• Market share increased from 4.92% to 12.62 % , increased by 7.7 % approx.
• Increasing product availability in wholesale market from 18 outlets to 39 outlets.

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