ITC: Brand and Brand Lifecycle
ITC is an Indian company incorporated in 1910. It started with tobacco business and later diversified their business and now have 25 brands in total. It has a market capitalization of US $ 27.90 billion and Gross Sales Value of US $ 10.74 billion The name of the Company was India Tobacco Company Limited in 1970 and then changed to I.T.C. Limited in 1974. In recognition of the Company’s multi-business portfolio encompassing a wide range of businesses – Fast Moving Consumer Goods, Hotels, Paperboards & Specialty Papers, Packaging, Agri-Business and Information Technology – the full stops in the Company’s name were removed effective September 18, 2001. The Company now stands rechristened ‘ITC Limited ‘ where ‘ITC’ is today no longer an acronym or an initialized form. The factors that helped ITC build itself as a well-known brand were : 1) Sourcing Capability – ITC has strong sourcing capabilities. With the help of various sources, ITC was able to extend its business in diffe