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Sanjiv Puri’s ‘Next’ strategy drives ITC into future-ready lane with smart innovation in FMCG, Hotels, Agri

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Sanjiv-Puri

 Diversified consumer goods conglomerate ITC appears to be closing in on turning its fast-moving-consumer-goods (FMCG), agriculture and hotel segments as its main growth drivers, with chairman Sanjiv Puri shepherding the ‘Next’ strategy for its next horizon of growth through bold acquisitions, and disruptive digital innovation.

This new strategy is aimed at ensuring that the ITC remains future-oriented, consumer-centric, and nimble to create enduring value for stakeholders, something that the financial results are mirroring with FMCG and agriculture contributing nearly half of its total revenues in the April-June quarter.

The FMCG segment has been driven by higher demand for hygiene products, fragrances, spices, snacks, agarbattis and dairy products, with Salvon standing out as a growth engine of sorts.

ITC acquired Savlon from Johnson & Johnson in 2015, foraying into the disinfectant and antiseptic products market. Savlon crossed Rs 1,200 crore in consumer spends in 2020-21, growing more than 13 times since acquisition, making it the largest brand in the company’s personal care products portfolio, overtaking Vivel.

ITC has launched over 120 new products over the last one year, with product innovations in hygiene, nutrition and convenience segments. These include Savlon’s foray into surface and cloth disinfectant sprays, ‘neem’ based cleaning solutions Nimwash and Nimeasy, convenience-focused products such as ITC Master Chef Frozen Snacks, and scale up nascent categories and products such like B Natural juices, Fabelle chocolates amongst others.

In four years from 2016-17 to 2020-21, the FMCG segment’s earnings before interest, taxes, depreciation and amortisation (EBITDA) margins have improved by 640 bps.

FMCG on fast lane

The company today is one of the largest incubators of world-class Indian brands. ITC FMCG business has garnered consumer spends of over Rs 22,000 crore and delighting more than 150 million households.

Scaling up and fortification of existing growth platforms consisting of megabrands is an essential cog in the wheel of ITC’s next strategy. The company has expanded its purpose-led brands like Savlon, Aashirvaad, and Sunfeast into adjacent categories with remarkable success. These brands have immense headroom to grow given the relatively lower household penetration and rising per capita income. ITC is exploring more value accretive inorganic opportunities as an additional pillar of growth.

Puri’s strategy to make ITC future-ready manifests in Life Sciences and Technology Centre (LSTC). LSTC helped ITC to launch 120 products amid the pandemic to meet emerging preferences. Towards this goal, the company has launched 9 state-of-the-art integrated consumer goods manufacturing facilities (ICML) to create structural advantages and drive enhanced competitiveness is also worth mentioning.

The new-age consumer is a digital native with extensive engagement in social and e-commerce platforms. Recognizing this, ITC is identifying emerging trends in real-time through its Marketing Command Centres called ‘Sixth Sense’ to speedily launch differentiated products as also creatively engage with consumers.

Under the ‘Next’ strategy, Puri has clearly sought to explore opportunities to craft disruptive business models anchored at the intersection of digital and sustainability. It is deploying a smart ecosystem with an integrated real-time operations platform across the organization to enable next-generation supply chains and smart manufacturing with digitally enabled factories.

The company has adopted multi-dimensional digital interventions for smart sourcing, smart logistics across businesses, and Industry 4.0 implementation in manufacturing. This is in addition to customized apps to facilitate digital ordering and trade engagement.

It has fast-tracked its journey in e-commerce, to meet the growing preference for ‘contactless shopping’. This is besides strengthening the direct-to-consumer platform, ‘ITC e-Store’ to reach consumers in newer geographies and introducing more ‘digital first’ brands to leverage the growing e-commerce space.

ITC under Puri’s stewardship is unwavering in its resolve to build a formidable FMCG business. Revenues from its FMCG business during the quarter stood at Rs 3726 crore, accounting for 25 per cent of the quarterly revenues. The agriculture segment turned in revenues of Rs 4,091 crore, accounting for 28 per cent of the company’s total quarterly revenues of Rs 14,649 crore before netting out inter-segment revenues of Rs 1,764 crore.

Big data, AI in agri

ITC’s decades-old agri business, powered by the e-choupal network, also appears to be coming of age.

Once the legal framework is in place that allows farmers to sell their produce outside their areas of cultivation, there is a clear opportunity in agri-business, similar to what ITC e-choupal in India and Pinduoduo in China have done successfully with scale.

Both are examples of using big data, technology network and artificial intelligence (AI) in farming to offer a better deal to peasants, make agriculture a rewarding vocation and bring them closer to the global markets by building digital platforms linking retailers with products consumers.

These will enable aggregation from farmers, incentivise creation of warehousing networks along highways, village storage schemes and the digitised app-based system for direct marketing by farmers, a model that ITC e-choupal has broadly demonstrated over the years.

Baareh Mahine Hariyali, an ITC e-Choupal initiative, which has combined multiple initiatives of cropping intensity (wheat, rice and summer moong), productivity enhancement and market linkages.

As reported by ITC, over 2 lakh farmers have already benefited from the interventions under the ‘Baareh MahineHariyali’ programme — over 35,000 farmers who have adopted the package of practices reported doubling of income and those who have implemented the programme partially reported increase in their incomes by 30 per cent to 75 per cent.

ITC, under Puri, is now implementing e-Choupal 4.0 at scale to bring the benefits of the digital revolution to agriculture. Envisaged as a ‘phygital’ system, the e-Choupal 4.0 is designed as a crop agnostic integrated solution framework that will synergistically aggregate technologies like remote sensing, precision farming, drone-based services, quality assaying and e-marketplace.

ITC e-Choupal 4.0 aims to strengthen agricultural entrepreneurship and agri-tech startups through agri services aggregator models, thereby empowering farmers with next generation agricultural practices. The aim of the model is to sharpen personalisation of agri services driven by data and analytics.

This may well be the right time for ITC’s integrated agribusiness enterprises with significant presence across crop development, procurement, supply chain, processing and marketing to decisively shift gears through a tech-driven matrix mounted on apps, blockchain, warehousing, AI and big data.

With the launch of Super App ‘ITC-MAARS’ that will bring the next phase of transformation in its agri-business and support the e-choupal through strength and scale under Puri.

Hotels and more

ITC’s hotel business has acquired scale and market standing over time. It is now set for a turnaround with the management decision to pursue asset right strategy while simultaneously leveraging ITC’s world-class properties.

Against this backdrop, the move to refresh ‘Welcomhotel’ is a long-awaited development as it will help the company to generate leads and pipeline for management contracts. Also, the launch of a new boutique brand christened ‘The Storii’ to offer the new-age traveller curated nature experiences will help the company make inroads into the emerging segment.

Business

India becomes world’s 4th largest forex holder

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Mumbai, Sep 12: India has become the fourth largest holder of foreign exchange reserves in the world after the record surge in dollar inflows triggered by the Reserve Bank of India’s (RBI’s) foreign currency non-resident (bank) (FCNR(B) deposits scheme, according to data.

With the $44.9 billion increase in its forex kitty to a record $785.7 billion during the week ended September 4, India has dislodged Russia from the fourth spot and is now ranked only behind China, Japan, and Switzerland, the data compiled by Bloomberg showed.

The record increase in the foreign exchange reserves has taken place despite a decline in the gold reserves component by $2.59 billion to $113.81 billion during the week as gold prices fell.

An increase in the foreign exchange reserves reflects strong fundamentals of the economy and gives the Reserve Bank of India (RBI) more headroom to stabilise the rupee when it turns volatile.

A strong forex kitty enables the RBI to intervene in the spot and forward currency markets by releasing more dollars to prevent the rupee from going into a free fall.

Meanwhile, the RBI has announced a Rs 1 lakh crore open market operation (OMO) sale of government bonds to mop up the excess liquidity in the banking system that has resulted from the strong inflow of foreign currency.

The RBI will sell government securities worth Rs 1 lakh crore in three tranches — Rs 50,000 crore on September 17, Rs 25,000 crore on September 21, and another Rs 25,000 crore on September 28. The auctions will be conducted through the multiple-price method using a multi-security auction.

Earlier, the Reserve Bank had raised over Rs 3.53 lakh crore through an overnight Variable Rate Reverse Repo (VRRR) auction with a 1-day tenor on Monday, to absorb surplus cash from the banking system.

A VRRR auction is a monetary policy tool used by a central bank to absorb excess cash from the banking system and ensure financial stability in the economy.

The RBI has stepped up liquidity absorption operations as the banking system has been flooded with funds following large inflows through the special FCNR(B) deposit scheme.

RBI’s special dollar-rupee forex swap facility for FCNR(B) deposits, Overseas Foreign Currency Borrowings (OFCB) and External Commercial Borrowings (ECB), launched on June 8 this year, has driven an unprecedented surge in foreign exchange inflows into the country to the tune of $73 billion in less than 11 weeks of the launch.

The response was strong enough for the RBI to advance the closure of the FCNR(B) window itself, from September 30 to August 31, having already achieved its objective ahead of schedule.

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Business

Nifty, Sensex dip nearly 2 pc this week over oil prices, global interest rates

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Mumbai, Sep 12: The Indian equity benchmarks posted notable losses for the fifth consecutive week amid a sharp rise in crude oil and worries over global interest rates.

Nifty declined 2.09 per cent during the week and shed 0.34 per cent on the last trading day to reach 23,398. At close, Sensex was down 120 points, or 0.16 per cent, at 74,781. It lost 2.27 per cent during the week.

Analysts said that global macro developments weighed on investor sentiments. A firmer US inflation backdrop and rising Treasury yields — with the 10‑year US yield approaching the 5 per cent mark — reinforced expectations of a higher‑for‑longer rate environment and tightening global financial conditions.

The sell-off was broad-based, with major sectors ending lower during the week. Nifty realty emerged as the biggest loser on NSE down 6.54 per cent on a weekly basis. The Nifty IT index shed around 5.78 per cent during the week.

Indian equities saw sharp volatility due to the newly launched closing auction session, particularly on derivatives expiry days.

Crude oil emerged as the dominant headwind for domestic equities as attacks on tankers in the Strait of Hormuz intensified and Iran-aligned Houthi forces threatened oil shipments from the Red Sea region.

WTI Crude surged over 9.5 per cent moving above $104 per barrel, while Brent crude surged more than 8.5 per cent during the week.

Analysts noted that the crude price volatility has heightened India’s inflation risks and external-sector risks, with the potential to raise input costs and pressure corporate margins while reinforcing expectations of a higher-for-longer global interest-rate environment.

Broad market indices performed in line with the benchmark indices, as Nifty Midcap100 declined 1.40 per cent and Nifty Smallcap100 shed 0.94 per cent during the week.

The 23,300 zone remains the immediate support area for Nifty, while 23,500–23,600 region remains the immediate resistance zone.

Immediate support for Bank Nifty is placed around 56,200–56,000, while the 56,700–56,800 zone remains the key resistance area, market participants said.

Foreign institutional investors-led selling also emerged as another headwind for domestic equities. FIIs net sold Rs 1,795.19 crore worth of equities during the week, while domestic institutional investors (DIIs) net bought Rs 6,419.46 crore of equities.

Global macroeconomic and geopolitical risks are likely to keep Indian equities on edge in the week ahead, with crude oil prices, developments in the Middle East and shifting expectations for US monetary policy emerging as the key drivers of market sentiment, an analyst said.

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Centre urges states to utilise cess funds for workers’ welfare

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Mumbai: Union Labour & Employment Minister Mansukh Mandaviya on Friday urged state governments to undertake a detailed assessment of the current utilisation of cess funds, identify gaps, and explore new avenues for their effective utilisation, keeping in view the long-term welfare and social security of workers.

Addressing the National Conference on Building and Other Construction Workers (BOCW) here, the minister also called upon states to undertake a comprehensive assessment of the impact of the Labour Codes after one year of their implementation and identify areas where more effective execution may be required. He emphasised the need for workshops and orientation programmes for labour law practitioners to facilitate effective implementation of the Codes in letter and spirit.

Highlighting the significance of the Pradhan Mantri Viksit Bharat Rozgar Yojana (PMVBRY) in promoting employment and expanding social security coverage for new entrants to the workforce, the minister urged state governments to undertake focused workshops and engagements with industry and other stakeholders. Such efforts, he noted, would help create greater awareness and ensure that eligible new entrants receive the benefits of the scheme, thereby strengthening the collective efforts towards expanding formal employment and worker welfare.

He stressed the importance of sharing best practices among states and ensuring optimum utilisation of BOCW funds to provide wider social security coverage to workers. He further emphasised the need for the labour ecosystem to continuously evolve with changing times, and underlined the need for the Centre and states to remain aligned in their vision and policies for the holistic welfare of BOCW workers.

He also emphasised the need to explore measures that can provide workers with greater dignity, honour and self-respect, including the possibility of providing pension support to workers. He further highlighted the growing global demand for skilled and semi-skilled workers, and underscored the need to prepare India’s workforce to meet these emerging opportunities.

Mandaviya called for deliberations on international labour mobility, highlighting its significance in the nation’s economic growth through remittances, and in meeting the aspirations of Bharat’s Yuva Shakti. He emphasised the need for coordinated efforts by the Centre and states to create a comprehensive platform for international labour mobility, supported by appropriate financial and digital infrastructure, so that Indian workers can access global opportunities while enhancing India’s credibility on the global stage.

In his address, Labour & Employment Secretary Dr Chandra Bhushan Kumar drew attention to the significance of the Conference, highlighting the number of construction workers across India, which stands at over 7 crore, and the BOCW cess corpus available in the country, amounting to about Rs 77,000 crore. The deliberations at the Conference provide an opportunity to share best practices and engage with industry partners, he added.

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