ITC`s Quest for the Rural Indian FMCG Market

Case Code: MKTG467
Case Length: 8 Pages
Period: 2022-23
Pub Date: 2024
Teaching Note: Available

Price: Rs.300
Organization : ITC Ltx.
Industry : FMCG
Countries : India
Themes: Rural Markets Marketing Mix, Listing,delisting

Abstract Case Intro 1 Case Intro 2 Excerpts

About ITC

The history of ITC dated back to 1910 with the Imperial Tobacco Company of India Limited being incorporated in Kolkata. The company was renamed Indian Tobacco Company Limited in 1970, as I.T.C. Limited in 1974, and as ITC Ltd in 2009.

After gaining a strong share in the tobacco market, ITC was looking at diversifying from tobacco into other areas. In this direction, it established branded packaged goods in 2001, followed by education and stationery products in 2002. It also ventured into the safety matches and incense sticks market, thereby lending support to cottage industries. In 2005, it entered the personal care segment.

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