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Brands & Branding and Private Labels Case Study

Case Title:

ITC'S Branding Strategies

Publication Year : 2004

Authors: Soumitra Das, Sumit Kumar Chaudhuri

Industry: Conglomerates


Case Code: BBP0012

Teaching Note: Available

Structured Assignment: Available

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With anti-tobacco legislations intensifying in India, the Indian Tobacco Company (ITC) anticipates a difficult future. ITC has forayed into a number of unrelated businesses like hotels, foods, apparel retailing, greeting cards, incense sticks and safety matches. Despite its name being synonymous with tobacco in India for a long time, ITC has been successful in establishing non-tobacco brands for its long-term survival, in case its core business gets hit.

Pedagogical Objectives:

  • To discuss the strategies adopted by ITC to create prominent brands in different non-tobacco businesses in India.

Keywords : Anti-tobacco legislations in India, The Indian Tobacco Company (ITC), Tobacco Products Bill, 2003, Brands & Branding Case Study, Multibranding initiatives of ITC, Cigarettes Act of 1975, Cable Television Networks (amendment) Act of 2000, ITC Hotels Limited, Kitchen of India brand, 'Gold Flake Expressions' greeting cards, ITCs diversifications since 2000, Corporate governance at ITC, ITCs fast moving consumer goods (FMCG) business, 'Wills Life Style' retail outlets, ITCs safety matches business, Wills Sport


  • Introduction
  • The ITC group
  • Survival – the need to diversify
  • ITC’s major divisions and successful brands
    • Tobacco Division
    • Welcom Group (ITC Hotels Limited)

    • The Food Business Division
    • The Life Style Retailing Business
    • The Greeting Card Business Division
    • The Agarbatti (Incense Sticks) Business Division
    • Safety Matches Business
  • Marching Ahead To The Future

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