The strategy adopted by the company was successful as ITC is the leader in the notebook market and a major player in apparel segment.
The group wants to adopt the same strategy for its personal care and food businesses. The tobacco-to-hotel conglomerate wants to enter the segment using the top-down strategy by launching a top-end brand and then launching one or more mass products.
ITC Executive Director Kurush N Grant, reported that as the Indian consumers love premium and imported products, so if the company would have entered through the bottom-end of the market then the consumers would have never accepted when the company would have launched premium brands.
He also added that the company has always made investment in the premium end and this strategy has paid off in the cigarette business.