Abstract

ITC Ltd. entered the convenience food market in India in 2003. It introduced its convenience food products under two brand names, ‘Kitchens of India’ and ‘Aashirvaad’, for the upmarket and middle-class segment respectively. The caselet titled ‘ITC’s Foray into Convenience Food Market’ examines ITC’s launch and pricing strategy for these products in the country. The caselet also gives an overview of the processed food industry in India. ITC’s use of retorting technology to ensure a long shelf life for their processed food products is also touched upon.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• The emergence of the convenience food industry in India. Market segmentation for convenience food. Use of technology to ensure long shelf life for convenience food products

Keywords

ITC, Kitchens of India (KOI), Aashirvaad, Processed food, Convenience food, Retorting technology, Bukhara, Dakshin and Dum Pukht