Abstract

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.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• 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.

Keywords

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