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Sanjiv Puri’s ‘ITC Next’ strategy to drive into commanding position in FMCG industry market

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Powered by mega brands such as Aashirvaad, Sunfeast, Bingo!, Classmate, and Savlon, ITC is set to drive into a commanding position in what some analysts have estimated to be a Rs 5 lakh crore addressable FMCG industry market segment by 2035, with Chairman Sanjiv Puri putting in motion a carefully crafted ‘ITC Next’ strategy.

This re-crafted strategy, built around portfolio revitalisation, rapid platform-based innovation, aggressive digitisation, deeper synergies with other group businesses, structural leverages and a sharper focus on margins.

As an FMCG major, ITC is the only company that is dominant across a range of product categories from branded atta to biscuits; snacks to spices; noodles to dairy; chocolates to coffee; juices to frozen snacks and vegetables; deodorants to hand and body wash; sanitizers and masks to floor cleaners; and from notebooks to agarbatti, that none of the other Indian or multinational brands can claim to be present in.

Puri’s ‘ITC Next’ strategy pivots around a multi-pronged approach to revitalize the company’s current FMCG portfolio by fortifying and scaling up its proven megabrands, leveraging adjacencies through horizontal brand extensions, and nurturing new platforms with innovative products that will scale up to be leaders in their respective categories.

Mega brands and adjacencies

ITC has a plethora of megabrands such as Aashirvaad, Sunfeast, Bingo! and Classmate that already command leadership positions in the market.

The strategy of creating value added adjacencies could be best illustrated by the new Aashirvaad portfolio including Aashirvaad Nature’s Super Foods range comprising ragi flour, multi-millet mix, gluten free flour, organic atta and pulses as well as chapatis, instant meals and the Aashirvaad Svasti dairy range.

ITC is also fostering new platforms and strengthening its new brands including Fabelle chocolates, Sunbean coffee, B Natural juices, Nimyle home cleaners, Savlon hygiene products and so on. The overarching strategy for new platforms of innovative products is to first validate the concept and business model in select beachheads. Having gained a dominant market penetration, these new lines of products and brands will gain strength to occupy adjacent markets with different opportunities, building a larger brand with each new product, creating new and steady vectors of growth for the future.

ITC under Puri is unwavering in its resolve to build a formidable FMCG business. With innovation as the new lifeblood, the company today is one of the largest incubators of world-class Indian brands.

The Company’s wide range of FMCG portfolio has demonstrable headroom to expand rapidly in the FMCG industry overall addressable market segment of Rs 5 lakh crore.

For instance, the total size of the packaged snacksmarket for the overall industry is set to vault 4.5 times from about Rs 32,000 crore to an estimated Rs 1.43 lakh crore by 2035. The market for overall spices industry is projected to grow from about Rs 22,000 crore currently to Rs 1.1 lakh crore in 15 years, a growth of five times. Similar industry growths are expected in other categories such as biscuits, branded atta, noodles, deodorants, personal care products and the cleaners categories.

Most of ITC’s FMCG products occupy the first or the second positions in their respective categories giving them unique opportunity to corner most of these segment growths.

Aashirvaad, India’s number one branded packaged atta, itself has a consumer spend of over Rs 6,000 crore.

Digital, consumer-centric and future-ready

Puri’s strategy to make ITC future-ready manifests in his focus on driving the three megatrends emerging out of the pandemic – innovation, digitalisation and sustainability. The Company’s R& D Centre, the ITC Life Sciences and Technology Centre (LSTC) in Bengaluru helped ITC to launch 120 differentiated products amid the pandemic to meet emerging preferences. To further support this goal, the company has set up 9 state-of-the-art integrated consumer goods manufacturing facilities (ICML) to create structural advantages.

Digitalisation is being accelerated pan-ITC through the use of new technologies such as Industry 4.0, Artificial Intelligence, Machine Learning, Big Data, Industrial Internet of Things (IoT), etc. These technologies are also being deployed across the entire supply chain spanning sourcing, manufacturing, trade engagements and e-commerce, including its own ordering platform the ITC e-store. The FMCG business has further driven enhanced competitiveness through a multi-channel distribution strategy which have been strengthened by-customised apps.

Power of Synergies

The ‘ITC Next’ FMCG strategy has also been bolstered by synergies flowing in from the company’s other businesses.

A good example of synergies is ITC’s foods business deriving a significant competitive advantage from agribusiness’s sourcing capabilities. The culinary expertise of ITC’s Hotels business has also enabled ITC to craft differentiated food offerings.

Stronger growth, better margins

The robustness of Puri’s strategy for FMCG is evident from the segment EBIDTA (earnings before interest, taxes, depreciation and amortisation) increasing by by 82 per cent this Q2 from Q2 FY 20, as outlined in ITC’s second quarter financial results.

The FMCG businesses have been posting steady growth ahead of industry peers. During the last four years, ITC’s revenue from FMCG increased from around Rs 10,500 crore to nearly Rs 15,000 crore.

ITC’s FMCG business during 2020-21 grew 16 per cent versus the industry average of 8.5 per cent.

There has also been a steady improvement in profitability in the FMCG segment, with EBITDA margins having improved by more than 640 basis points between 2016-17 and 2020-21.

‘ITC Next’ strategy for other businesses

In August, at the company’s annual general meeting, Puri unveiled the extensive ‘ITC Next’ strategy to architect the structural drivers that will power ITC’s next horizon of growth and ensure that the enterprise remains future-oriented, consumer-centric and nimble.

ITC’s other businesses too have pivoted to create new frontiers for the future, with enhanced competitiveness as well as sharper focus on cost management to strengthen leadership or rapidly attain the top positions in the case of newer segments.

Some of the key drivers of growth, as identified by Puri, for ITC’s other businesses include an asset right strategy for Hotels powered by a repositioned WelcomHotel brand as well as newly launched brands such as The Storii and Mementos done with management contracts. Two management contracts have already been signed under the Mementos brand.

Similarly, in the Paperboards business, the company is concentrating on sustainable packaging and value-added paper, while in agriusiness, the emphasis is on Next Generation agriculture driven by the ‘super app’ ITC MAARS and value-added agriculture.

Special strategic thrust is also being provided to ITC Infotech, the wholly owned subsidiary which is on a strong growth and profitability trajectory over the last few years.

Business

DPIIT, GEAPP partner to boost opportunities for clean energy startups in India: Official

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Mumbai, May 17: The Department for Promotion of Industry and Internal Trade (DPIIT) has signed a Memorandum of Understanding (MoU) with the Global Energy Alliance for People and Planet (GEAPP) to enhance opportunities for clean energy startups in India, Ministry of Commerce and Industry announced on Saturday.

Sanjiv, Joint Secretary, DPIIT said the collaboration will help startups scale technologies that support India’s long-term net-zero goals.

“India’s climate leadership depended on a strong entrepreneurial base. The partnership would open significant opportunities for clean energy startups to scale technologies that support the country’s long-term net-zero objectives,” he stated.

Under the two-year partnership, both organisations aim to boost innovation, sustainability, and entrepreneurship in the clean energy and manufacturing sectors.

The initiative will support early-stage climate-tech startups by helping them access funding, mentorship, pilot projects, and market connections. There is also a provision to extend the partnership beyond the initial term.

As part of the MoU, GEAPP will launch the Energy Transitions Innovation Challenge (ENTICE) — a platform that will offer up to $500,000 in rewards for impactful clean energy solutions.

Investment support will be provided through partners such as Spectrum Impact and Avana Capital.

DPIIT will help link the programme with the Startup India network and ensure its reach through various government schemes.

Sanjiv said India’s leadership in climate action depends on building a strong entrepreneurial base and added that this partnership is a step in that direction.

Saurabh Kumar, Vice President – India at GEAPP, called the MoU a key milestone to drive systemic change.

He said the combined strengths of GEAPP’s global experience, DPIIT’s institutional backing, and Startup India’s network would create new avenues for clean energy innovation in the country.

The agreement was signed by Dr Sumeet Jarangal and Saurabh Kumar in the presence of senior officials from both organisations.

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125 top Indian merchants vow to boycott trade with Turkey, Azerbaijan

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New Delhi, May 16: More than 125 top trade leaders from across the country on Friday resolved to boycott all forms of trade and commercial engagement with Turkey and Azerbaijan, including travel and tourism.

The trade leaders also appealed to the Indian film Industry not to undertake shooting of any film in Turkey or Azerbaijan and if any shooting is done, the business community and the people would boycott such films. The resolution also warns corporate houses not to shoot any product promotion film in Turkey or Azerbaijan.

The decision was taken at a National Conference of Trade Leaders convened by the Confederation of All India Traders (CAIT) here, where representatives from 24 states participated. It was strongly affirmed in the conference to stand in solidarity with Prime Minister Narendra Modi and to oppose stoutly anyone against India at this crucial juncture.

The resolution comes in response to the recent stand taken by Turkey and Azerbaijan in open support of Pakistan, at a time when India is facing a sensitive and critical national security situation. The collective Indian trading community views this as a betrayal, particularly considering the humanitarian and diplomatic support extended to both these countries in the past by India.

Addressing the gathering, CAIT Secretary General and Member of Parliament Praveen Khandelwal said: “It is deeply unfortunate that Turkey and Azerbaijan, who have benefited from India’s goodwill, aid, and strategic support in times of distress, have now chosen to side with Pakistan — a country known globally for its support to terrorism. Their position not only hurts India’s sovereignty and national interest but also directly insults the sentiments of 140 crore Indians.”

The conference noted that Turkey’s repeated anti-India rhetoric at international platforms and its continued support for Pakistan’s narrative is unacceptable whereas Azerbaijan’s alignment with Turkey and public endorsements of Pakistan’s stand reflect a disturbing disregard for India’s long-standing friendship and assistance.

CAIT National President BC Bhartia said the the traders’ community expressed strong resentment and disappointment against both countries, calling their actions “ungrateful and hostile.” It was unanimously agreed that such nations do not deserve any economic cooperation or trade advantage from India.

The trade leaders acclaimed the decision of the government for revoking security clearance for Turkish company Celebi in the interest of national security which is handling services at nine major airports of India.

CAIT said it will also launch a nationwide awareness campaign to educate and mobilise traders, consumers, and travel professionals to join this boycott.

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Economists see RBI dividend to govt surpassing record Rs 2.5 lakh cr in 2025-26

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Mumbai, May 16: Economists expect the Reserve Bank of India’s (RBI) dividend to the government to surpass a record over Rs 2.5 lakh crore this year as the central bank earnings, through the sale of dollars to prop up the rupee as it sharply depreciated during 2024-25, are reported to have shot up. This higher profit will be transferred to the government as a dividend in 2025-26.

The previous record dividend transferred to the government stands at Rs 2.1 lakh crore during 2024-25 which helped to keep the fiscal deficit in check, while enabling the Finance Ministry to continue with its expenditure on big ticket infrastructure projects to spur growth and social welfare schemes to uplift the poor.

This was a record jump from the Rs 87,416 crore transferred to the government in 2023-24 for the profit made in 2022-23. Similarly, the government is expected to get another booster shot through the RBI dividend in the current financial year as well.

“Among the RBI’s earnings, forex transactions are expected to be most significant in light of the in light of the central bank’s measures to lower rupee volatility by strong dollar purchases earlier in fiscal 2025 and difference in the current versus historical exchange rate. Add to this the interest income on government securities and earnings from funds extended to banks in midst of previous tight liquidity. “This transfer could amount to a record high at around Rs 2.5-2.7 lakh crore this year,” said Radhika Rao, senior economist at DBS Bank.

Earnings on forex transactions are expected to be substantial with gross dollar sales tracking at $371.6 billion in fiscal 2025 till February compared to $153 billion in fiscal 2024, according to Gaura Sengupta, chief economist at IDFC First bank. She estimates the RBI dividend to be between Rs 2.6 lakh crore to Rs 3 lakh crore, according to an Media report.

The higher dividend creates fiscal space of 0.1 per cent to 0.2 per cent of GDP, estimates Sengupta. With support from the higher-than-budgeted RBI surplus and savings on a few expenditure heads, the central government is in a fairly strong position to counter the growth slowdown risks and any potential emergency spending requirements.

Apart from helping to lower the fiscal deficit, the RBI dividend will be a significant infusion to core liquidity in the banking system during the current financial year. This will help to keep interest rates low and allow banks to extend more loans to corporates and consumers to accelerate economic growth and create more jobs.

The RBI board of directors met on Thursday to review the economic capital framework which is the basis for deciding the surplus transfer or amount of dividend to be given to the government. The meeting comes ahead of deciding and approving the surplus transfer to the government.

The transferable surplus is determined on the basis of the ECF adopted by the Reserve Bank on August 26, 2019, as per recommendations of the Bimal Jalan-headed Expert Committee to Review the extant Economic Capital Framework of the RBI.

The Committee had recommended that the risk provisioning under the Contingent Risk Buffer (CRB) be maintained within a range of 6.5 to 5.5 per cent of the RBI’s balance sheet.

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