Product details

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 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. This case focuses on ITC''s need to diversify its portfolio of product mix and the strategies adopted by ITC to succeed therein. It offers scope to discuss the future possibilities of strategic planning by the company, in order to maintain its leading position in the Indian industry.