ITC Food's Growth and Future Prospects

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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

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Case Details:


Case Code : MKTG135 For delivery in electronic format: Rs. 300;
For delivery through courier (within India): Rs. 300 + Shipping & Handling Charges extra


Case Length : 20 Pages
Period : 2001-2006
Pub Date : 2006
Teaching Note : Not Available
Organization : ITC Ltd.
Industry : FMCG
Countries : India


ITC Foods, a division of ITC Ltd., a major Indian conglomerate, started operations in 2001. The case traces ITC Foods' entry into several categories like ready-to-eat, confectionery, staples, and biscuits in the branded and packaged food business. It examines the synergies that ITC Foods derived from the other businesses of the group.

The case also describes some of the marketing and promotional campaigns employed by the company, and discusses the challenges that the division faces and its future prospects.


To gain insights into the Indian branded and packaged foods industry.

To understand the possible sources of synergy between a company's various businesses.

To understand the challenges of developing a nascent market, and the possible marketing and promotional strategies, challenges, and outcomes.


  Page No.
Introduction 2
Background Note 3
ITC Foods: Tasting Success? 4
Ready-To-Eat 4
Confectionery 6
Staples 7
Biscuits 8
Challenges 10
The Road Ahead 12
ITC's Prospects 12
Exhibits 14


ITC Foods, Indian branded foods, Indian packaged foods industry, Branding foods, Market expansion, Challenges in marketing foods, Kitchens of India, Aashirvaad, Sunfeast biscuits, Indian confectionery, Indian biscuits industry, Indian ready to eat industry

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