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

Introduction

In November 2022, Indian conglomerate ITC Ltd. (ITC), announced that sales of its Fast Moving Consumer Goods (FMCG) in the rural areas were growing at twice the pace they were in urban markets. ITC, popular for its cigarettes had diversified over the years from its core tobacco business to FMCG, hospitality, paper and packaging, branded apparel, and agribusiness. After making a silent entry into the FMCG business, ITC expanded rapidly and began introducing products in different ranges to cater to the needs of all segments of customers..

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