(A Study on Superia soap in rural area in Saharanpur district for the partial

Fulfillment of project report of M.B.A final year)

ABHEY SHARMA
M.B.A 3rd SEM

1904 B46

1
 Acknowledgement
No serious and lasting achievement or success one ever
achiever without the friendly guidance and cooperation of
many people involved in the work. Foremost of all, I
express my gratitude to the almighty for his blessings and
for vesting wisdom in all wishes.
I am also thankful to my Training
coordinator Mr. Jay kumar and Mr. Shiv kapoor which
has helped me a lot each and every time when I had some
default. Words are not sufficient to register my sincere to
my loving parents for their deep affection and unabated
inspiration that really kept me going. They were and
unending source of strength and perseverance during the
course of the study’s place my thanks to all those who
spread their time and made it convenient for me to
complete the research. Last but not the least, I also wish
to red cord my gratitude for any person or persons my
memory has failed to recall, who rendered his/her/their
support and services

2
 INDEX
1.Introduction
2.Company profile
3.Vision and Mission
4.History of company
5.List of products
6.Group companies
7.Branches of the company
8. Overview of the company

9.Research and development centers

10. Objectives of the study
11. Research methodology
12. Research design
13. Data interpretation
14. Finding and suggestions
15. Biblography

3
 INTRODUCTION

Consumer behavior is the study of when, why, how, and where people do or do not
buy products. It blends elements
from psychology, sociology, social anthropology and economics. It attempts to understand the
buyer decision making process, both individually and in groups. It studies characteristics of
individual consumers such as demographics and behavioral variables in an attempt to understand
people's wants. It also tries to assess influences on the consumer from groups such as family,
friends, reference groups, and society in general.

Customer behavior study is based on consumer buying behavior, with the customer playing the
three distinct roles of user, payer and buyer. Relationship marketing is an influential asset for
customer behavior analysis as it has a keen interest in the re-discovery of the true meaning of
marketing through the re-affirmation of the importance of the customer or buyer. A greater
importance is also placed on consumer retention, customer relationship management,
personalization, customization and one-to-one marketing. Social functions can be categorized
into social choice and welfare functions.

INFORMATION SEARCH
Once the consumer has recognised a problem, they search for information on products and
services that can solve that problem. Belch and Belch (2007) explain that consumers undertake
both an internal (memory) and an external search.

Sources of information include:

 Personal sources
 Commercial sources
 Public sources
 Personal experience

4
The relevant internal psychological process that is associated with information search is
perception. Perception is defined as 'the process by which an individual receives, selects,
organises, and interprets information to create a meaningful picture of the world'

The selective perception process

Stage Description

- Selective exposure consumers select which promotional messages they will expose themselves
to.
- Selective attention consumers select which promotional messages they will pay attention to
- Selective comprehension consumer interpret messages in line with their beliefs, attitudes,
motives and experiences
- Selective retention consumers remember messages that are more meaningful or important to
them

The implications of this proc ess help develop an effective promotional strategy, and select
which sources of information are more effective for the brand.

Information evaluation
At this time the consumer compares the brands and products that are in their evoked set. How
can the marketing organization increase the likelihood that their brand is part of the consumer's
evoked (consideration) set? Consumers evaluate alternatives in terms of the functional and
psychological benefits that they offer. The marketing organization needs to understand what
benefits consumers are seeking and therefore which attributes are most important in terms of
making a decision.

Purchase decision
Once the alternatives have been evaluated, the consumer is ready to make a purchase decision.
Sometimes purchase intention does not result in an actual purchase. The marketing organization
must facilitate the consumer to act on their purchase intention. The provision of credit or
payment terms may encourage purchase, or a sales promotion such as the opportunity to receive

5
a premium or enter a competition may provide an incentive to buy now. The relevant internal
psychological process that is associated with purchase decision is integration.

COMPANY PROFILE

I TC is one of India's foremost private sector companies with a market capitalization of over
US $ 22 billion and a turnover of over US $ 5 billion.* ITC is rated among the World's Best
Big Companies, Asia's 'Fab. 50' and the World's Most Reputable Companies by Forbes
magazine, among India's Most Respected Companies by Business World and among India's
Most Valuable Companies by Business Today. ITC ranks among India's `10 Most Valuable
(Company) Brands', in a study conducted by Brand Finance and published by the Economic
Times. ITC also ranks among Asia's 50 best performing companies compiled by Business Week.
As one of India's most valuable and respected corporations, ITC is widely perceived to be
dedicatedly nation-oriented. Chairman Y C Deveshwar calls this source of inspiration "a
commitment beyond the market". In his own words: "ITC believes that its aspiration to create
enduring value for the nation provides the motive force to sustain growing shareholder value.
ITC practices this philosophy by not only driving each of its businesses towards international
competitiveness but by also consciously contributing to enhancing the competitiveness of the
larger value chain of which it is a part."

ITC's diversified status originates from its corporate strategy aimed at creating multiple drivers
of growth anchored on its time-tested core competencies: unmatched distribution reach, superior
brand-building capabilities, effective supply chain management and nation provides the mo
tive force to sustain growing shareholder value. ITC practices this philosophy by not only
driving each of its businesses towards international competitiveness but by also consciously
contributing to enhancing the competitiveness of the larger value chain of which it is a part."

Vision
Sustain ITC’s position as one of India’s most valuable corporations through world class
performance, creating growing value for the Indian economy and the Company’s stakeholders.

6
 Mission
To enhance the wealth generating capability of the enterprise in a globalizing environment,
delivering superior and sustainable stakeholder value.

History of ITC

ITC was incorporated on August 24, 1910 under the name Imperial Tobacco Company of India
Limited. As the Company's ownership progressively Indianised, the name of the Company was
changed from Imperial Tobacco Company of India Limited to India Tobacco Company Limited
in 1970 and then to I.T.C. Limited in 1974. In recognition of the Company's multi-business
portfolio encompassing a wide range of businesses - Cigarettes & Tobacco, Hotels, Information
Technology, Packaging, Paperboards & Specialty Papers, Agri-business, Foods, Lifestyle
Retailing, Education & Stationery and Personal Care - the full stops in the Company's name
were removed effective September 18, 2001. The Company now stands rechristened 'ITC
Limited'.
The Company’s beginnings were humble. A leased office on Radha Bazaar Lane, Kolkata, was
the centre of the Company's existence. The Company celebrated its 16th birthday on August 24,
1926, by purchasing the plot of land situated at 37, Chowringhee, (now renamed J.L. Nehru
Road) Kolkata, for the sum of Rs 310,000. This decision of the Company was historic in more
ways than one. It was to mark the beginning of a long and eventful journey into India's future.
The Company's headquarter building, 'Virginia House', which came up on that plot of land two
years later, would go on to become one of Kolkata's most venerated landmarks.
Though the first six decades of the Company's existence were primarily devoted to the growth
and consolidation of the Cigarettes and Leaf Tobacco businesses, the Seventies witnessed the
beginnings of a corporate transformation that would usher in momentous changes in the life of
the Company.

7
 ITC's Packaging & Printing Business was set up in 1925 as a strategic backward integration for
ITC's Cigarettes business. It is today India's most sophisticated packaging house.
In 1975 the Company launched its Hotels business with the acquisition of a hotel in Chennai
which was rechristened 'ITC-Welcomgroup Hotel Chola'. The objective of ITC's entry into the
hotels business was rooted in the concept of creating value for the nation. ITC chose the hotels
business for its potential to earn high levels of foreign exchange, create tourism infrastructure
and generate large scale direct and indirect employment. Since then ITC's Hotels business has
grown to occupy a position of leadership, with over 100 owned and managed properties spread
across India.
In 1979, ITC entered the Paperboards business by promoting ITC Bhadrachalam Paperboards
Limited, which today has become the market leader in India. Bhadrachalam Paperboards
amalgamated with the Company effective March 13, 2002 and became a Division of the
Company, Bhadrachalam Paperboards Division. In November 2002, this division merged with
the Company's Tribeni Tissues Division to form the Paperboards & Specialty Papers Division.
ITC's paperboards' technology, productivity, quality and manufacturing processes are
comparable to the best in the world. It has also made an immense contribution to the
development of Sarapaka, an economically backward area in the state of Andhra Pradesh. It is
directly involved in education, environmental protection and community development. In 2004,
ITC acquired the paperboard manufacturing facility of BILT Industrial Packaging Co. Ltd
(BIPCO), near Coimbatore, Tamil Nadu. The Kovai Unit allows ITC to improve customer
service with reduced lead time and a wider product range.
IN 1985, ITC set up Surya Tobacco Co. in Nepal as an Indo-Nepal and British joint venture.
Since inception, its shares have been held by ITC, British American Tobacco and various
independent shareholders in Nepal. In August 2002, Surya Tobacco became a subsidiary of ITC
Limited and its name was changed to Surya Nepal Private Limited (Surya Nepal).

In 1990, ITC acquired Tribeni Tissues Limited, a Specialty paper manufacturing company and a
major supplier of tissue paper to the cigarette industry. The merged entity was named the
Tribeni Tissues Division (TTD). To harness strategic and operational synergies, TTD was
merged with the Bhadrachalam Paperboards Division to form the Paperboards & Specialty
Papers Division in November 2002.
Also in 1990, leveraging its agri-sourcing competency, ITC set up the Agri Business
Division for export of agri-commodities. The Division is today one of India's largest exporters.
ITC's unique and now widely acknowledged e-Choupal initiative began in 2000 with soya
farmers in Madhya Pradesh. Now it extends to 10 states covering over 4 million farmers. ITC's
first rural mall, christened 'Choupal Saagar' was inaugurated in August 2004 at Sehore. On the
rural retail front, 24 'Choupal Saagars' are now operatonal in the 3 states of Madhya Pradesh,
Maharashtra and Uttar Pradesh.
In 2000, ITC forayed into the Greeting, Gifting and Stationery products business with the
launch of Expressions range of greeting cards. A line of premium range of notebooks under
brand “Paperkraft” was launched in 2002. To augment its offering and to reach a wider student
population, the popular range of notebooks was launched under brand “Classmate”in

8
2003. “Classmate” over the years has grown to become India’s largest notebook brandand has
also increased its portfolio to occupy a greater share of the school bag. Years 2007- 2009 saw
the launch of Children Books, Slam Books, Geometry Boxes, Pens and Pencils under
the “Classmate” brand. In 2008, ITC repositioned the business as the Education and Stationery
Products Business and launched India's first environment friendly premium business
paper under the “Paperkraft” Brand. “Paperkraft” offers a diverse portfolio in the premium
executive stationery and office consumables segment. Paperkraft entered new categories in the
office consumable segment with the launch of Textliners, Permanent Ink Markers and White
Board Markers in 2009.
ITC also entered the Lifestyle Retailing business with the Wills Sport range of international
quality relaxed wear for men and women in 2000. The Wills Lifestyle chain of exclusive stores
later expanded its range to include Wills Classic formal wear (2002) and Wills Club life evening
wear (2003). ITC also initiated a foray into the popular segment with its men's wear brand, John
Players, in 2002. In 2006, Wills Lifestyle became title partner of the country's most premier
fashion event - Wills Lifestyle India Fashion Week - that has gained recognition from buyers
and retailers as the single largest B-2-B platform for the Fashion Design industry. To mark the
occasion, ITC launched a special 'Celebration Series', taking the event forward to consumers.

In 2000, ITC spun off its information technology business into a wholly owned subsidiary,ITC
Infotech India Limited, to more aggressively pursue emerging opportunities in this area. Today
ITC Infotech is one of India’s fastest growing global IT and IT-enabled services companies and
has established itself as a key player in offshore outsourcing, providing outsourced IT solutions
and services to leading global customers across key focus verticals - Manufacturing, BFSI
(Banking, Financial Services & Insurance), CPG&R (Consumer Packaged Goods & Retail),
THT (Travel, Hospitality and Transportation) and Media & Entertainment.
ITC's foray into the Foods business is an outstanding example of successfully blending multiple
internal competencies to create a new driver of business growth. It began in August 2001 with
the introduction of 'Kitchens of India' ready-to-eat Indian gourmet dishes. In 2002, ITC entered
the confectionery and staples segments with the launch of the brands mint-
oand Candyman confectionery and Aashirvaad atta (wheat flour). 2003 witnessed the
introduction of Sunfeast as the Company entered the biscuits segment. ITC's entered the fast
growing branded snacks category with Bingo! in 2007. In eight years, the Foods business has
grown to a significant size with over 200 differentiated products under six distinctive brands,
with an enviable distribution reach, a rapidly growing market share and a solid market standing.
In 2002, ITC's philosophy of contributing to enhancing the competitiveness of the entire value
chain found yet another expression in the Safety Matches initiative. ITC now markets popular
safety matches brands like iKno, Mangaldeep, Aim, Aim Mega and Aim Metro.
ITC's foray into the marketing of Agarbattis (incense sticks) in 2003 marked the manifestation
of its partnership with the cottage sector. ITC's popular agarbattis brands
include Spriha and Mangaldeep across a range of fragrances like Rose, Jasmine, Bouquet,
Sandalwood, Madhur, Sambrani and Nagchampa.

9
 ITC introduced Essenza Di Wills, an exclusive range of fine fragrances and bath & body care
products for men and women in July 2005. Inizio, the signature range under Essenza Di
Wills provides a comprehensive grooming regimen with distinct lines for men (Inizio Homme)
and women (Inizio Femme). Continuing with its tradition of bringing world class products to
Indian consumers the Company launched 'Fiama Di Wills', a premium range of Shampoos,
Shower Gels and Soaps in September, October and December 2007 respectively. The Company
also launched the 'Superia' range of Soaps and Shampoos in the mass-market segment at select
markets in October 2007 and Vivel De Wills & Vivel range of soaps in February
and Vivel range of shampoos in June 2008.

List of products & brands

ITC has a diversified presence in
• Cigarettes: W. D. & H. O. Wills, Gold Flake, Navy Cut, Insignia, India Kings, Classic
Verve , Classic, Silk Cut, Scissors, Capstan, Berkeley, Bristol and Flake
• Hotels: ITC Welcomgroup Hotels, Palaces and Resorts is India's second largest hotel
chain with over 80 hotels. Based out of Hotels Division Headquarters at the ITC Green
Centre in Gurgaon, ITC Welcomgroup is also the exclusive franchisee of The Luxury
Collection brand of Starwood Hotels and Resorts in India
• Paperboards & Specialty Papers: ITC Bhadrachalam Paperboards Limited & ITC
Tribeni Tissues Division are now under one roof --> Paper Boards and Specialty Papers
Division. There are 4 Units under one umbrella - Bhadrachalam, Tribeni, Bollarum and
Kovai.ITC PSPD
• Packaging & Printing Business: India's Largest Packaging Solution provider with In-
house film manufacturing capability. Multi-locational manufacturing facilities to cater to
domestic and export requirements.Product Range includes Cartons (Folding & Fluted),
Flexibles (Reels & Pouches), Shoulder Box, HL's & CBO, Printed Cork Tipping,
Gaywraps. ITC PPB
• Agricultural Industry: Agri-Business, Leaf Tobacco, Gold Ribbon, Blue Ribbon, Aqua
Kings, Aqua Bay, Aqua Feast and Peninsular
• Packaged Foods & Confectionery: Kitchens of India, Aashirvaad, Sunfeast, Mint-O,
Candyman, Bingo Snacks
• Branded Apparel: Wills Lifestyle, John Players, Miss Players
• Toiletries: Essenza Di Wills, Fiama Di Wills, Superia, Vivel Di Wills, Vivel
• Education & Stationery Products: Expressions,Classmate, Paperkraft
• Information Technology: ITC Infotech
• Safety Matches: iKno, Mangaldeep, VaxLit, Delite(Discontinued) and Aim Brands
acquired from Wimco (Western India Match Company): Ship , Homelite (Swedish
Matches)
• Incense Sticks: Mangaldeep, Spriha,Yantraani

10
While ITC continues in its traditional businesses of Cigarettes, Hotels, Paperboards, Packaging
and Agri-Exports, it is gaining market share in its nascent businesses of Packaged Foods &
Confectionery, Branded Apparel and Greeting Cards.
ITC's wholly owned Information Technology subsidiary, ITC Infotech India Limited, is
pursuing emerging opportunities in providing end-to-end IT solutions, including e-enabled
services and business process outsourcing

Group Companies

Subsidiaries
ITC Infotech

Surya Nepal Private Limited

King Maker Marketing Inc., USA

Technico Pty Limited, Australia

Landbase

Russel Credit Limited

Wimco Limited

Srinivasa Resorts limited

Fortunes Park Hotels Limited

Bay Islands Hotels Limited

Gold Flake Corporation Limited

Joint Ventures
11
Maharaja Heritage Resorts Ltd.
ITC Filtrona

Associate Companies
International Travel House
Gujarat Hotels Limited

Branches of ITC

DIVISIONA
L
HEADQUAR
TERS
Virginia
House
37 J. L.
Nehru Road,
Kolkata 700
071

12
• TRADE MARKETING

EASTERN DISTRICT
ITC Limited
KOLKATA
2 Lee Road,
1st & 2nd Floor,
Kolkata 700 020
ISD Code 91-(0)33
Tel 22472281-5 (District
Office),
22836634-38 (Branch
Office)
Fax 22478576 (District
Office), 22836642 (Branch
Office)

GUWAHATI ITC Limited

6th Floor, Peace Enclave,
Guwahati 781 007
Ashiana Chambers
PATNA
Exhibition Road, Post Box
No. 52
Patna 800 001
ISD Code 91-(0)612
Tel 2222504, 2204706,
2234235
Fax 2221422

VISAKHAPAT Virginia House

Thompson Road
NAM
Visakhapatnam 530 001
ISD Code 91-(0)891
Tel 2508638, 2566545
Fax 2508639

WESTERN DISTRICT
World Trade Centre,
MUMBAI
18th Floor, Centre 1,
Cuffe Parade, Colaba
Mumbai 400005.

13
 ISD Code 91-(0)22
Tel 22172200
Fax 22189359/22152199
AHMEDABAD Karaka Building
2nd Floor, Ashram Road
Navrangpura
Ahmedabad 380 009
ISD Code 91-(0)79
Tel 55614701/2/3
Fax 26580829
Grams POWHATTAN
INET 32720201211

BHOPAL Ranjeet Towers,

2nd Floor, Plot No. 8
MP Nagar Zone II
Bhopal 462 011
ISD Code 91-(0)755
Tel 2554028, 2554029,
2554301
Fax 2554302

NAGPUR Burhani Complex

105 Mount Road
Nagpur 440 001
ISD Code 91-(0)712
Tel 2524988/6835
Fax 2526850

PUNE 508 - 511 City Tower

17, Dhole Patil Road,
Pune 411 001
ISD Code 91-(0)20
Tel 26128403 - 6
Fax 26128402

NORTHERN DISTRICT

NEW DELHI ITC Green Centre

10 Institutional Area
Sector 32, Gurgaon 122
001
Haryana
ISD Code 91-(0)124

14
 Tel 4171717
Fax 4173100 (District
Office), 4033106 (Branch
Office)

JAIPUR 201 Durlabhji Chambers

D-24 Prithviraj Road,
C-Scheme
Jaipur 302 001
ISD Code 91-(0)141
Tel 2379958, 2361219,
9829364443
Fax 2375542, 2378168
(BM)
Grams POWHATTAN

JAMMU 164-A/D, Gandhi Nagar

Jammu 180 064
ISD Code 91-(0)191
PABX Tel 2430870,
2439620, 2453224
Fax 2432447

LUCKNOW P O No. 299, 1st and 2nd

Floors
1/1, Gokhale Marg
Lucknow 226 001
ISD Code 91-(0)522
Tel 2209726/2209614
Fax 2209833
Grams POWHATTAN

SAHARANPU Tobacco House ‘D’

R Bajoria Marg
Civil Lines
Saharanpur 247 001
ISD Code 91-(0)132
Tel 2715050, 2715237
Fax 2715658

SOUTHERN DISTRICT

BENGALURU ITC Infotech Park

Pulikeshinagar PO
Bengaluru 560 005

15
 ISD Code 91-(0)80
Tel 25498501-4,
25801571/72
Fax 25498507 (District
Office), 25498506 (Branch
Office)
Telefax 25498505

COIMBATORE 30, West Club Road

Post Box No. 3851
Coimbatore 641 018
ISD Code 91-(0)422
Tel 2301108/2304276
Fax 2300442
Grams POWHATTAN

ERNAKULAM Shenoy Chambers, 5th

Floor
Post Box No. 2529
Shanmugam Road
Marina Drive
Cochin 682 031
ISD Code 91-(0)484
Tel 2360087, 2363151
Fax 2351426
Grams POWHATTAN

CHENNAI ITC Centre

4th Floor
760 Anna Salai
Chennai 600 002
ISD Code 91-(0)44
Tel 28555279,28555280,28
555287,
Fax 28418346
Grams POWHATTAN

SECUNDERAB 9-1-125/3/2, 2 & 3 Floor

AD Siddharth Plaza
44, Sarojini Devi Road
Secunderabad 500 003
ISD Code 91-(0)40
Tel 66264025, 66325714,
66326052
Fax 27800663
Grams POWHATTAN

16
• PRODUCTION BRANCHES

BENGAL ITC Limited

URU Meenakunte Village, Jallahobli,
Bengaluru (North) 562 157
Tel 28467709/10/11/13/14/15,2
8467970/77
Telefax 28467972
Fax -
Branch Manager 28467974
Commercial 28467707
SMD 28467708
Engineering 28467977
HRD 28093030
MIS Telefax 28467972

SAHARA Sardar Patel Marg

NPUR P.O. Box No 25
Saharapur 247001
ISD Code 91-(0)132
EPABX Lines 2725111-2725115
(5 Lines)
2725011,2725027,2724718,2725
182,2725212,2725214
Fax 2726286

93/1 Karl Marx Sarani

KOLKAT
P. B. No. 17203
A
Kolkata 700 043
(Kidder
pore) ISD Code 91-(0)33
Tel 24390757, 24393994/95/96,
24393824/25
24395061, 24396586, 24397061,
24397260
Fax 24390241

MUNGE Basdeopur
R P.O. District Munger
Munger 811202
ISD Code 91-(0)6344
Tel 220789/505/515/516/517/54
6/222126
Fax -
Commercial 222276

17
 Engineering 222964
HRD 222258
Production 222331
Grams POWHATTAN

• SURYA NEPAL PRIVATE LIMITED

REGISTERED OFFICE
Shree Bal Sadan
P.B. No. 1864, Gha - 2513
Kantipath, Kathmandu, Nepal
ISD Code 00977-1
Tel 4248260,4248280,4220909,4227328
Gate House 4220658
Fax 4227585

FACTORY
Simra, Bara, Nepal
ISD Code 00977-53
Tel 520031,520035,520036,520039,520175
Fax 520034

KOLKATA OFFICE
ITC Centre, 4th Floor
37 J L Nehru Road
Kolkata 700 071
ISD Code 91-(0)33
Tel 22889371
Extn 3638, 3639, 3660
Fax 22882259,22882260

• KING MAKER MARKETING INC. USA

12 Route 17 North,
Suite # 304
Paramus, NJ-07652
USA
ISD Code 001-201
Tel 8450511,8430377, 8456471/800 317 0377

18
 Fax 8453911, 8432092

• ITC FILTRONA LIMITED

REGISTERED OFFICE & WORKS, BENGALURU
Doddajala Post
Yarthigana Halli (Via) Bettahalasur
Bangalore North 562 157
ISD Code 91-(0)80
Tel 7680438, 7680497, 7682418 (incoming)
Fax 7682420

Overview of the company (sector wise)

ITC's Agri-Business is one of India's largest exporters of agricultural products. ITC is one of the
country's biggest foreign exchange earners (US $ 3.2 billion in the last decade). The Company's
'e-Choupal' initiative is enabling Indian agriculture significantly enhance its competitiveness by
empowering Indian farmers through the power of the Internet. This transformational strategy,
which has already become the subject matter of a case study at Harvard Business School, is
expected to progressively create for ITC a huge rural distribution infrastructure, significantly
enhancing the Company's marketing reach.
ITC's wholly owned Information Technology subsidiary, ITC Infotech India Ltd, provides IT
services and solutions to leading global customers. ITC Infotech has carved a niche for itself by
addressing customer challenges through innovative IT solutions.
ITC's production facilities and hotels have won numerous national and international awards for
quality, productivity, safety and environment management systems. ITC was the first company
in India to voluntarily seek a corporate governance rating.
ITC employs over 26,000 people at more than 60 locations across India. The Company
continuously endeavors to enhance its wealth generating capabilities in a globalising
environment to consistently reward more than 3,39,000 shareholders, fulfill the aspirations of its
stakeholders and meet societal expectations. This over-arching vision of the company is
expressively captured in its corporate positioning statement: "Enduring Value. For the nation.
For the Shareholder.
ITC made its entry into the branded & packaged Foods business in August 2001 with the launch
of the Kitchens of India brand. A more broad-based entry has been made since June 2002 with
brand launches in the Confectionery, Staples and Snack Foods segments.

19
The packaged foods business is an ideal avenue to leverage ITC's proven strengths in the areas
of hospitality and branded cuisine, contemporary packaging and sourcing of agricultural
commodities. ITC's world famous restaurants like the Bukhara and the Dum Pukht, nurtured
by the Company's Hotels business, demonstrate that ITC has a deep understanding of the Indian
palate and the expertise required to translate this knowledge into delightful dining experiences
for the consumer. ITC has stood for quality products for over 98 years to the Indian consumer
and several of its brands are today internationally benchmarked for quality.
The Foods business carries forward this proud tradition to deliver quality food products to the
consumer. All products of ITC's Foods business available in the market today have been crafted
based on consumer insights developed through extensive market research. Apart from the
current portfolio of products, several new and innovative products are under development in
ITC's state-of-the-art Product Development facility located at Bengaluru.
Leadership in the Foods business requires a keen understanding of the supply chain for
agricultural produce. ITC has over the last 99 years established a very close business
relationship with the farming community in India and is currently in the process of enhancing
the Indian farmer's ability to link to global markets, through the e-Choupal initiative, and
produce the quality demanded by its customers. This long-standing relationship is being
leveraged in sourcing best quality agricultural produce for ITC's Foods business.
The Foods business is today represented in 4 categories in the market. These are:
• Ready To Eat Foods
• Staples
• Confectionery
• Snack Foods
In order to assure consumers of the highest standards of food safety and hygiene, ITC is engaged
in assisting outsourced manufacturers in implementing world-class hygiene standards through
HACCP certification. The unwavering commitment to internationally benchmarked quality
standards enabled ITC to rapidly gain market standing in all its 6 brands:
• Kitchens of India
• Aashirvaad
• Sunfeast
• mint-o
• Candyman
• Bingo!

:: New Launches

There are several new products under advanced stages of development, which will be launched
over the next few months.
20
ITC’s Lifestyle Retailing Business Division has established a nationwide retailing presence
through its Wills Lifestyle chain of exclusive specialty stores. Wills Lifestyle, the fashion
destination, offers a tempting choice of Wills Classic work wear, Wills Sport relaxed
wear,Wills Clublife evening wear, fashion accessories and Essenza Di Wills – an exclusive
range of fine fragrances and bath & body care products and Fiama Di Wills - a range of
premium shampoos and shower gels. Wills Lifestyle has also introduced Wills
Signature designer wear, designed by the leading designers of the country.

With a distinctive presence across segments at the premium end, ITC has also establishedJohn
Players as a brand that offers a complete fashion wardrobe to the male youth of today. With its
brands, ITC is committed to build a dominant presence in the apparel market through a robust
portfolio of offerings.

Wills Lifestyle has been established as a chain of exclusive

specialty stores providing the Indian consumer a
truly 'International Shopping Experience' through world-
class ambience, customer facilitation and clearly
differentiated product presentation. Our stores have
established themselves as preferred shopping destinations in
the prime shopping districts across the country.

At Wills Lifestyle, customers can browse at leisure, and shop in a relaxed and pleasing
atmosphere. The use of space is refreshing, which is reflected even in the spacious changing
rooms. Every store offers an international retailing ambience with the extensive use of glass,
steel and granite, reflecting the most contemporary trends in store design, thereby creating a
splendid backdrop for the premium offerings.

Wills Lifestyle was named Superbrand 2009 by the Superbrands Council of India
recently. Wills Lifestyle has been twice declared 'The Most Admired Exclusive Brand
Retail Chain of the Year' at the Images Fashion Awards in 2001 & 2003. as well as'Most
Admired Fashion Brand of the year - Fashion Forward' in 2009.

21
 Wills Lifestyle is the title partner of the country’s most premier fashion
event - Wills Lifestyle India Fashion Week. Taking the celebration of
the event to its stores, Wills Lifestyle has partnered with several leading
designers including Manish Arora, Rohit Bal, Shantanu & Nikhil, Rohit
Gandhi & Rahul Khanna whose new edition of Designer wear is now
available at Wills Lifestyle stores.

Wills Sport, fashionable relaxed wear for men and women has,
over thirteen seasons, become the vibrant face of contemporary
fashion. At the Images Fashion Awards 2001,Wills Sport was
declared ‘The Most Admired Brand Launch of the Year'.
Following this, Wills Sport was declared 'The Most Admired
Women's wear Brand of the Year', at Images Fashion
Awards 2002. Wills Sportpresents a collection designed as the
perfect medley of interesting patterns and premium fabrics. Fine
knitted sweaters and trendy mock necks create magic in balmy
winter afternoons. The collection also features rich hues of
corduroys and premium Italian jackets.

Wills Classic work wear was

launched in November 2002,
providing the premium
consumer a distinct product
offering and a unique brand
positioning. Featuring luxurious
fabrics crafted to perfection with
the most contemporary
styling, Wills Classic work wear
is positioned as the brand for
new age leaders, who are changing the rules of business and encouraging a dynamic culture of
enterprise, innovation and teamwork. Showcasing the epitome of new age luxury, the
collection features the finest shirts crafted in Italy. These are complemented by exquisite
trousers and jackets made by European master craftsmen.

Having established a distinctive presence in the premium

apparel segment in a short span of time with Wills
Sportpremium relaxed wear and Wills Classic new age work
wear, Wills Lifestyle launched Wills Clublife in May 2003 in
the growing evening wear segment, thereby strengthening its
portfolio in the premium segment. The brand is uniquely
positioned to complement the glittering evening life of
premium consumers perfectly. The collection is inspired by
the allure and intrigue of the dark. The use of sensuous fabrics
22
and seductive patterns add to the magical enchantment.

Wills Lifestyle complements the range of premium apparel with a tempting choice of fashion
accessories. This season a wider choice of accessories will be offered across ties, cuff links,
socks, caps, hand bags, wallets, belts, eyewear and shoes.

Wills Lifestyle presents ''Occasions'' a beautiful, ready to present

gift pack with an exquisitely designed Gift Certificate that can be
redeemed against a range of apparel, accessories and personal care
products.

ITC forayed into the youth fashion segment

with the launch ofJohn Players in December
2002 and John Players is committed to be
the No. 1 fashion brand for the youth. This
foray leverages ITC’s proven competencies
in understanding consumer insights, brand
building and design capabilities.

John Players offers a complete and vibrant

wardrobe of Casual wear, Party wear, Work wear, Denims, Outer wear and Suits & Jackets,
incorporating the most contemporary trends, an exciting mix of colors, playful styling, trendy
textures and comfortable fits.

The brand is available across the country through a nation-wide network of over 220 exclusive
stores and over 1500 multi-brand outlets.

At the Images Fashion Awards 2005, John Players was declared 'The Most Admired Shirt
Brand of the Year'.

At the Images Fashion Awards 2007, John Players was awarded the 'The Most Admired
Fashion Campaign of the Year' award.

With Celebration Gift Certificates, John Players presents a new

way of festive gifting.

Having built a powerful brand portfolio that is making waves across the country, ITC's
Lifestyle Retailing is poised to grow and build a dominant presence in the country's fashion

23
industry.

ITC's Lifestyle Retailing Business has won numerous awards for its quality, marketing
and product excellence:

LRBD has won several Images Fashion Awards over the years:
2009: Most admired Fashion Brand of the year - Fashion Forward - Wills Lifestyle
2007: Most Admired Fashion Campaign - John Players
2005: Most Admired Shirt Brand of the Year - John Players
2004: Rising Star Brand of the Year - John Players
2003: Most Admired Exclusive Brand Retail Chain of the Year -Wills Lifestyle
2002 : Most Admired Women's Wear Brand of the Year - Wills Sport
2001 : The Most Admired Brand Launch of the Year - Wills Sport
The Most Admired Exclusive Brand Retail Chain of the Year -Wills Lifestyle.

Retailer of the Year Award to Wills Lifestyle in Fashion & Lifestyle category at Asia
Retail Congress 2008.

Wills Lifestyle rated amongst the top 5 Luxury brands in the country in aGlobal Luxury
Survey conducted by TIME Magazine.

Front runner Award - 2007 to Wills Lifestyle in the Retail category byReal Estate
Observer & Trammel Crow Meghraj.

Superbrand 2006 awarded to Wills Lifestyle by the Superbrands Council of India.

24
 The "Best Supply Chain Practices Award 2006" for time-effective and cost-
efficient Logistics management in Organized Retail. The awards were organized by Retailers
Association of India (RAI) in association with ITWSignode - the International leaders in
packaging solutions.

The Division's Product & Quality Testing facilities were awarded the prestigious
accreditation by the National Accreditation Board of Laboratories of the Department of
Science and Technology, GOI (affiliated to the International Laboratories Accreditation
Cooperation - Geneva) in 2006. This accreditation is awarded after rigorous procedures
confirmed that LRBD's Testing facilities truly conform to international standards in terms of
quality and technical competence. The Division also obtained ISO 9001:2000certification in the
area of Receipt, Storage & Distribution of Merchandise / Finished Goods by Det Norske
Veritas, Netherlands.

NID Awards for Design Excellence for Best Packaging Design In The FMCG Category
for John Players.

Award for Customer and Brand Loyalty in Retail Sector category at the2nd Loyalty
Summit.

Personal care

In line with ITC's aspiration to be India's premier FMCG company, recognised for its world-
class quality and enduring consumer trust, ITC forayed into the Personal Care business in July
2005. In the short period since its entry, ITC has already launched an array of brands, each of
which offers a unique and superior value proposition to discerning consumers. Anchored on
extensive consumer research and product development, ITC's personal care portfolio brings
world-class products with clearly differentiated benefits to quality-seeking consumers.
ITC's Personal Care portfolio under the 'Essenza Di Wills', 'Fiama Di Wills', 'Vivel Di Wills'
'Vivel UltraPro', 'Vivel' and 'Superia' brands has received encouraging consumer response
and is being progressively extended nationally.
ITC's state-of-the-art manufacturing facility meets stringent requirements of hygiene and
benchmarked manufacturing practices. Contemporary technology and the latest manufacturing
processes have combined to produce distinctly superior products which rank high on quality and
consumer appeal.

25
Extensive insights gained by ITC through its numerous consumer engagements have provided
the platform for its R&D and Product Development teams to develop superior, differentiated
products that meet the consumer's stated and innate needs. The product formulations use
internationally recognised safe ingredients, subjected to the highest standards of safety and
performance.

Education and stationary

ITC made its entry into the stationery business in the year 2002 with its premium
range of notebooks, followed in the year 2003 with the more popular range to
augment its offering.
Today, ITC continues to blend its core capabilities to market a growing range of
education and stationery products. These capabilities include,
a. Manufacturer of India's first Ozone treated environment friendly Elemental
Chlorine Free (ECF) pulp, paper and paperboard.
b. Knowledge of image processing, printing & conversion garnered from its
Packaging & Printing Business.
c. Brand Building & Trade Marketing & Distribution strengths resident in its
FMCG Business.
ITC's Education and Stationery Products are marketed under the brands
"Classmate" and "Paperkraft".
The Classmate range of products is targeted at satisfying education & stationery
needs of students & young adults. The product range includes Notebooks, Math
Instruments, Scholastic Products as well as Writing Instruments.
The Paperkraft range of products aims at satisfying the stationery needs & office
consumables need of office executives & working professional. The continuously
expanding product range under Paperkraft includes Premium Business Paper, Paper
Stationery, Markers & Highlighters.

26
Classmate Notebooks: India's No. 1 Notebook
brand, Classmate notebooks reach more than
65,000 outlets across the country. Its range of more
than 300 variantsis custom made to take care of
varying needs in notebooks, long books, practical
books, drawing books & reminder pads segment.
The Classmate Notebook range builds in regional
preferences and caters to the requirements of All
India & State Education Boards. Every Classmate
notebook carries ITC's Corporate Social
Responsibility message on its back. For every four
Classmate Notebooks purchased, ITC contributes
Re. 1 to its social development initiative that
supports, among other projects, primary education.

Classmate Math Instruments: Classmate

Invento & Classmate Victor are part of the range
of Geometry Boxes. Both products offer unmatched
precision in their instruments. This is achieved by
providing die-cast metallic tools that provide
flawless accuracy to the student. While "Invento" is
positioned as a more premium product carrying
interesting trivia & other useful information about
the subject, "Victor" provides tinted plastic
instruments that make it easier for beginners.

Classmate Scholastic Products: Classmate has

introduced HB Jet Black writing pencils. Designed
in attractive colors, HB Jet Black pencils offer a
dual advantage of strongly bonded lead combined
with reduced lead wear out thereby writing dark &
staying sharp for much longer. Other scholastic
products like erasers & sharpeners would be
launched shortly.

27
Classmate Writing Instruments: A fast expanding
range of pens that offer ergonomical grip, precision
engineered tips & controlled ink flow mechanism
have been introduced by Classmate to provide
significantly enhanced, comfortable & neat writing
experience. Attractive in design, pens have been
introduced under both ball pen as well as gel pen
categories.
Ball Pens: Classmate Safari, Classmate Ilet &
Classmate Edge. Gel Pens: Classmate Glider &
Classmate Octane.

Paperkraft Premium Business Paper: An

"environment-friendly" multipurpose business
paper for office and home use from the house of
ITC. The paper has been crafted by ITC's
Bhadrachalam paper unit using the pioneering
"Ozone Treated Elemental Chlorine Free"
technology. Paperkraft Premium Business Paper is
the Whitest and Brightest 75 & 70 GSM papers
manufactured in India, having a significantly
enhanced archival life.
The "environment-friendly" credentials of
Paperkraft Premium Business Paper received a
major endorsement when recently, ITC became the
first & only company in India to become a
participant of the prestigious WWF-GFTN. The
Global Forest & Trade Network (GFTN) is World
Wide Fund for Nature's (WWF) initiative to
eliminate illegal logging & improve management of
much valuable, threatened forests. Paperkraft
Premium Business Paper is an embodiment of ITC's
cumulative sustainability efforts, committed to the
highest level of environmentally responsible
business practices.

28
Paperkraft Paper Stationery: The Paperkraft
range consists of a wide variety for paper stationery
for executives & working professionals to choose
from. The assortment consists of notepads & multi
subject notebooks in hard, soft covers & multiple
binding formats including spirals, wiros etc.

Paperkraft Markers & Highlighters: Paperkraft

has recently launched its range of Whiteboard &
Permanent Markers and Textliners. With super ink
intensity, durable tips and longer cap-off periods,
these products provide the consumer with a
superior writing, marking & highlighting
experience on a variety of surfaces. The inks used
for all these products are certified as nontoxic and
conform to the European EN 71 Standard and USA
ASTM D-4236 standard. The range in available in
multiple colors.

In recognition of its quality products & processes, ITC's Education & Stationery
Business has been awarded with ISO 9001:2000 by Messrs Det Norske Veritas.

Safety matches

As part of its strategic initiative to create multiple drivers of growth in the FMCG sector, ITC
commenced marketing safety matches sourced from the small-scale sector. The Matches
business leverages the core strengths of ITC in marketing and distribution, brand building,
supply chain management and paperboard & packaging to offer Indian consumers high quality
safety matches.
ITC’s range of Safety matches include popular brands like i Kno, Mangaldeep, Aim, Aim
Mega and Aim Metro. With differentiated product features and innovative value additions,
these brands effectively address the needs of different consumer segments. The Aim brand is the

29
largest selling brand of Safety Matches in India. ITC also exports regular and premium safety
matches brands to markets such as Middle East, Africa and the USA. The successful acquisition
of Wimco Ltd. by Russell Credit Ltd., a wholly owned subsidiary of ITC has consolidated the
market standing of the Company's Matches business through synergy benefits derived through
combined portfolio of offerings, improved servicing of proximal markets and freight
optimization. Through its participation, ITC aims to enhance the competitiveness of the small
and medium scale sectors through its complementary R&D based product development and
marketing strengths, especially the breadth and depth of the Company's trade marketing and
distribution.

Agarbaties

As part of ITC's business strategy of creating multiple drivers of growth in the FMCG sector, the
Company commenced marketing Agarbattis (Incense Sticks) sourced from small-scale and
cottage units in 2003. This Business leverages the core strengths of ITC in nation-wide
distribution and marketing, brand building, supply chain management, manufacture of high
quality paperboards and the creation of innovative packaging solutions to offer Indian
consumers high quality Agarbattis. With its participation in the business, ITC aims to enhance
the competitiveness of the small and medium scale sectors through its complementary R&D
based product development and strengths in trade marketing and distribution.
Mangaldeep Agarbattis are available in a wide range of fragrances like Rose, Jasmine, Bouquet,
Sandalwood, Madhur, Durbar, Tarangini, Anushri, Ananth and Mogra.
Durbar Gold is a new offering from Mangaldeep launched in
Andhra Pradesh and has received wide consumer
acceptance. The premium range from ITC, Mangaldeep
Spriha has two offerings, Pratiti and Sarvatra and are specially
hand rolled by Cottage Industries, Sri Aurobindo Ashram,
Puducherry. Cottage Industries, Puducherry, has been accredited
with IFAT certification, which is an internationally recognized
benchmark for fair trade practices.
Mangaldeep is also available in 3-in-1 and 5-in-1 packs giving the
consumer a choice of multiple fragrances in a single pack.
Mangaldeep appeals to a cross-section of consumers with offerings
at various price points. These agarbattis are available in innovative
'Fragrance-Locked' packaging. 'Fragrance locking' is a unique
concept of packaging which retains the fragrance for a longer period
and helps in "Completing the Purity of Prayer". Mangaldeep is fast
emerging as the only national brand in an industry dominated by
multiple local brands.
Mangaldeep Dhoop, made with Natural Ingredients, is available in specific markets and is fast
emerging as a key player in North India

30
The Business is currently working on various exciting new offerings to the consumers and is
planning to launch them in the near future.
In line with ITC's Triple Bottom Line philosophy of every business contributing to the nation's
economic, environmental and social capital, Mangaldeep agarbattis are manufactured by small
scale and cottage units, providing livelihood opportunities for more than 8500 people. Six out of
11 Mangaldeep Agarbatti manufacturing units are ISO 9000 certified. Mangaldeep ASHA
(Assistance in Social Habilitation through Agarbattis) is an ITC initiative to improve the quality
of raw agarbatti production and provide better value realization for women rollers. Under the
project, ITC has extended support to NGOs in states and like Bihar, Tripura, Tamil Nadu, who
are setting up agarbatti units, training village women in rolling agarbattis and employing them in
these units. In the latest initiative, ITC signed a MoU with Orissa Government run Orissa Rural
Development and Marketing Society (ORMAS) for marketing raw incense sticks in the state- a
move that is expected to provide employment opportunities to over 3000 rural women

ITC Hotels

ITC Welcomgroup, India’s premier chain of luxury hotels was launched on October 18, 1975, with
the opening of its first hotel - Chola Sheraton in Chennai. Since then the ITC-Welcomgroup brand
has become synonymous with Indian hospitality. With over 100 hotels in more than 80 destinations,
ITC-Welcomgroup has set new standards of excellence in the hotel industry in Accommodation,
Cuisine, Environment and Guest Safety.

A leader in the premium hospitality segment, ITC-Welcomgroup Hotels have had the privilege of
hosting world leaders, Heads of State and discerning guests from across the world and within.
As one of India’s most dynamic hospitality chains, ITC-Welcomgroup
has set standards for excellence in the hotel industry by pioneering the
concept of branded accommodation. The chain has developed three
brands of accommodation ITC One',
'Towers' and the 'Executive Club' to
differentiate between the needs of
various travelers and provide high
levels of service.
First to introduce branded cuisine, its restaurants Bukhara, Dakshin

31
and DumPukht are renowned for their delicious and authentic Indian cuisines from the different
regions of India. ITC-Welcomgroup also showcases international cuisine in its specialty restaurants
West View and Pan Asian.
ITC-Welcomgroup has strategically customized its hotels and appropriately categorized them to
fulfill the service and budgetary needs of travellers. With its exclusive strategic tie up with Starwood
for its top of the line premium brand the 'Luxury Collection', the group is strengthening its
international marketing stance. ITC-Welcomgroup was also instrumental in bringing the 'Sheraton'
brand to India, with which it enjoyed a three-decade exclusive partnership.
ITC-Welcomgroup's properties are classified under four distinct brands:

ITC Hotels - Luxury Collection

In 2007, ITC-Welcomgroup entered a new phase in its
collaboration with Starwood Hotels & Resorts. ITC-
Welcomgroup now has an exclusive tie-up with
Starwood in bringing its premium brand, the 'Luxury
Collection', to India. These are super deluxe and
premium hotels located at strategic business and leisure
locations. The seven hotels which are part of this
collection are: ITC Maurya in Delhi, ITC Maratha in
Mumbai, ITC Sonar in Kolkata, ITC Grand Central in
Mumbai, ITC Windsor & ITC Royal Gardenia in
Bengaluru, ITC Kakatiya in Hyderabad and ITC Mughal
in Agra.

WelcomHotels offer five-star hospitality for the discerning

business and leisure traveller. Currently there are three
hotels under this brand namely, WelcomHotel Rama
International Aurangabad, WelcomHotel Vadodara and
WelcomHotel Grand Bay Vishakhapatnam. Four other
ITC-Welcomgroup Sheraton Hotels – Sheraton Rajputana
Hotel Jaipur, Sheraton Chola Hotel Chennai and Sheraton
New Delhi offer warm, comforting services to the global
traveller and a chance to connect.

Fortune Hotels offer full service properties all over

India, including smaller towns and cities, ideal for the
budget traveller. Fortune Hotels have a strong presence
in Ahmedabad, Thiruvananthapuram, Calicut,
Darjeeling, Jamshedpur, Vapi, Hyderabad, Gurgaon,
Indore, Ootacamund, Madurai, Jodhpur, Vijaywada,
Chennai, Visakhapatnam, Mahabalipuram, Kolkata,
Bengaluru, Navi Mumbai, Tirupati and Port Blair,
while several more hotels are expected to be

32
commissioned soon in other key locations in India.

WelcomHeritage brings together a chain of palaces,

forts, havelis and resorts that offer a unique experience.
WelcomHeritage endeavours to preserve ancient royal
homes and the historical Indian grandeur and opulence
for the future Indian generations. WelcomHeritage
provides a fine range of hotel services inside these
architectural legacies present in Rajasthan, Madhya
Pradesh, Uttarakhand, Himachal Pradesh, Jammu &
Kashmir, West Bengal, Karnataka, Tamil Nadu,
Punjab, Haryana, Assam, Sikkim, Meghalaya,
Arunachal Pradesh, Uttar Pradesh, Maharastra, Kerala,
Andhra Pradesh and Puducherry.

WelcomEnviron
WelcomEnviron is ITC-Welcomgroup's vision for a green world. It's a multi-
faceted programme started in order to propagate environmental causes in the cities
where ITC-Welcomgroup's hotels are located. With the guiding principle of
'Reduce, Reuse and Recycle', each hotel has its own programme, encompassing
local participation, creating awareness among employees and internal
conservation.

ITC Green Centre

The ITC Green Centre in Gurgaon, the headquarters of
ITC's Hotels Business is the physical expression of this
commitment to sustainability - Ecological, Social and
Economic. This building is one of the world's largest
green buildings with space of over 170,000 square feet
and the first non-commercial complex in the country to
be awarded the United States Green Building Council-
Leadership in Energy and Environmental Design's
(USGBC-LEED) platinum rating - the highest in the
order.

At ITC Green Centre, energy consumption has been reduced significantly through design
integration. The building has been designed to maximize the effect of natural light during daytime,
largely eliminating the need for artificial ones. At the same time, the window glass, while allowing
light inside, does not allow heat. This not only keeps the office cool from inside during the day, but
also decreases the load on air-conditioners. Again, there is minimum exterior lighting to limit night
sky pollution. The water consumption has dropped by 40 per cent and, with a water re-cycling plant,

33
the building is now a zero water discharge building.
Hillary Clinton's visit to ITC Green Centre

ITC Welcomgroup - Empowering Differently-abled people

ITC-Welcomgroup has established that if provided with an
opportunity to work and become self-sufficient, people who are
differently abled can significantly contribute to the workplace,
families and the community. ITC-Welcomgroup has taken a positive
step in this direction by employing people who are differently abled
across its hotels. ITC-Welcomgroup believes that everyone should be
treated with sensitivity and empathy. The models it has created have
been effective and have succeeded in sensitising other employees to
the needs of those differently-abled. Keeping in mind their specific
skills, over 100 differently abled have been employed in diverse functions like housekeeping,
teleworking, bakery and as musicians. Special badges for the visually impaired, whistles for hearing
impaired employees to use in an emergency and sign language classes for the staff to communicate
with them are just a few examples of how ITC-Welcomgroup has created an atmosphere of
sensitivity and caring.

ITC-Welcomgroup's strategy of benchmarking against international standards has won its hotels
many laurels.

ITC Hotel Royal Gardenia, Bengaluru is the first Indian Hotel and world's largest, to get the
LEED Platinum rating - the highest green building certification globally.

ITC Welcomgroup was named the Best Premier Hotel Brand at the Galileo-Express TravelWorld
Awards 2008 & 2006. ITC WelcomHeritage won the Best Heritage Hotel Brand award in 2006.

ITC Hotel The Maurya received the award for 'Best Luxury Hotel' at the Star Hospitality Awards
2007-08 and the NATIONAL TOURISM AWARD 2007 for 'Best Eco-Friendly Hotel' from
Ministry of Tourism.

Sheraton, New Delhi won the Golden peacock Award 2008 for Environment Management. It was
also conferred the '6th Annual Greentech Safety Award' in the Service Sector for the year 2006.

34
 The NCPEDP-Shell Helen Keller Award 2008, 2007 and 2006 to ITC-Welcomgroup for the
vision, policies and practices demonstrating the belief in equal rights and gainful employment for
persons with disabilities.

The National Tourism Award 2007-08 to ITC Grand Central for the best private public enterprise
providing facilities for physically challenged guests at the hotel. WelcomHotel, Delhi won the same
under the category - Best Eco-Friendly Hotel in 2004-05.

The PATA Gold Award 2005 in the Corporate Environmental category for the WelcomEnviron
initiatives of ITC-Welcomgroup.

ITC Sonar, Kolkata has been declared as one of the best hotels in the world by
the Association of British Travel Agents (ABTA) in the April 2004 issue of its
magazine 'Business & Travel'. ABTA also rated Dublin amongst the top 20 bars
and Bukhara the best restaurant in Asia and the finest Indian restaurant in the
world.

ITC Maurya is the only hotel in India, to have won the British Safety Council's
'Sword of Honour' thrice.

ITC Maurya, New Delhi is also India's first hotel to be accorded the ISO 14001 certification for
its Environment Management Systems. Eight more ITC-Welcomgroup Hotels followed in quick
succession: ITC Windsor, Bengaluru; ITC Kakatiya, Hyderabad; ITC Mughal, Agra; Sheraton
Rajputana, Jaipur; Sheraton Chola, Chennai; ITC Hotel Park Sheraton & Towers, Chennai, ITC
Maratha, Mumbai and ITC Sonar, Kolkata.

ITC Maurya won the Golden Peacock Innovation Management Award in 2008. It is the first hotel
in India to be awarded the Golden Peacock Environment Management Award for 2001 by the World
Environment Foundation. It won this award again in 2004.

ITC Maurya has been awarded certificate for Excellence in Food Safety Standard from Starwood
Asia Pacific Hotels & Resorts in 2008.

ITC Maratha at Mumbai was declared to be the Best Luxury Hotel of the
Year 2002, by the Federation of Hotel and Restaurant Associations of India.

ITC Mughal at Agra was Asia's first winner of the Aga Khan Award for
Architecture.

ITC Mughal was conferred the Greentech Silver Award for safety and
Environment in 2008.

The prestigious 'Golden Fork Award', was also bestowed, by the

International Food and Wine Writers Guild, to Bukhara and Dum Pukht restaurants at ITC Maurya.

Bukhara at ITC Maurya in New Delhi has been declared the Best Indian Restaurant in the world

35
by 'The Restaurant Magazine', UK. It has also been voted the Best Restaurant in Asia and is the only
Indian restaurant to feature in the list of 50 Best Restaurants in the World for five years since 2002.

ITC Maurya has won Awards for the Best Whisky Restaurant (DumPukht) and the Best Whisky
Bar (Golf Bar) in India. Icons of Whisky, the most prestigious Whisky Awards in the World was
launched in India for the first time at ITC Maurya in the year 2008.

Kaya Kalp - The Royal Spa at ITC Mughal Agra, launched in May 2008, has been rated the
'World's Best City Spa', by Tatler. It is the only winner from India in 2008 and finds a place, in the
prestigious Tatler Spa Guide for 2008 - featuring 101 of the best spas of the world.

ITC Maurya and ITC Mughal have both won the 'Green Hotelier Awards'.

ITC Maurya has also won the International Hotels & Restaurants Association (IH & RA)
environmental award twice.

ITC Grand central received the Federation of Hotel & Restaurant Association of India
'Environment Champion Hotel of the Year' in 2008. ITC Maurya won this award in 2002 and 1997
and ITC Mughal, Agra, in 2003.

Fortune Hotels won the Hospitality India Award for the year 2008 in the category of the Best
First Class Hotel Chain for the second time since 2006.

Bay Island at Port Blair, Andaman, was presented 'The Tourism For Tomorrow' award by British
Airways in 1993.

Research & Development Centres

At ITC's Research & Development Centres at Bengaluru, Hyderabad, Bhadrachalam and

Rajahmundry, the Company has assembled a pool of world-class scientists focused on providing
the requisite R&D support to its established and new businesses enabling the Company to
consistently attain internationally benchmarked quality standards and constantly offer product
innovations.

36
ITC R&D Centre at Bengaluru provides systemised service to the entire range of ITC's
businesses through Product Technology Cells, Common Service Modules, Advanced Research
Initiatives and networking with national and international R&D centres.
Product Technology Cells (PTCs) are product-specific. Each PTC caters to the needs of the
businesses through Market Intelligence, Product Testing & PQRS services, Prototyping services
through advanced pilot plants, flavour and fragrance development services, periodic audit of
factory quality systems and Product Knowledge and Training Workshops.
PTCs assist businesses through sensory evaluations by highly trained and specialised panelists.
Common service modules like Packaging and Advanced Analytical labs offer their services
across all businesses.
ITC R & D Centres are manned by highly qualified and trained scientists specialised in their
fields. The labs and pilot plants have ultra modern, state-of-the-art testing and prototyping
facilities. The laboratory at Bengaluru has obtained accreditation from NABL (National
Accreditation Board for Testing & Calibration of Laboratories) for ISO 17025 for key testing
protocols.
The ITC R&D hub in Hyderabad focuses on agri-sciences. This R&D facility, the first of its
kind for the Company, will work on multiple businesses built on a common set of core
competencies. The initial set of core competency areas identified are: Plant Breeding and
Genetics, Agronomy, Microbiology, Molecular Biology and Silviculture. The facility aims to
create 'Centres of Excellence' in these areas. A second hub of ITC R&D located in Bengaluru
focuses on Bio-sciences and houses scientists with substantial research experience in Cell
Biology, Proteomics, Genomics, Biocehmistry and Ingredient Sciences.
ITC's R&D programme at Bhadrachalam is the core of the Company's fibre strategy for its
Paperboards and Specialty Papers business. This state-of-the-art research centre is consistently
striving to improve the productivity of several tree species, in order to give attractive land-use
alternatives to traditional farmers and wasteland owners. So far, more than 100 high-yielding,
fast-growing and disease resistant 'Bhadrachalam' clones have been produced on a commercial
scale, including 23 site-specific clones adapted to problematic soils. The productivity of these
saplings is 6-9 times that of normal seedlings.
ITC's comprehensive R&D facilities at Rajahmundry in Andhra Pradesh cover all aspects of
tobacco crop cultivation. In collaboration with the Central Tobacco Research Institute and the
Tobacco Board, ITC pioneered FCV tobacco cultivation in India and introduced the Burley and
HDBRG varieties. ITC's continued focus on crop development has resulted in new varieties of
seeds and hybrids in Andhra Pradesh and Karnataka, which have significantly improved farm
yields and helped fulfill the demands of a dynamic global market.
The Company's R&D team collaborates with other centres of excellence, and leverages expertise
from several leading institutes including the University of Agricultural Science, Bengaluru;
Indian Institute of Science, Bengaluru; CSIOR, Australia and CSIR, South Africa.
Catering to the need of ITC's Lifestyle Business is a contemporary master Design Facility at
Gurgaon. It offers R&D facilities that have enabled the Company to offer internationally
benchmarked fashion collection every season.

Objectives of the study

37
1. To study consume attitude and preferences towards Superia soap in rural area in Saharanpur
district..

2. To review the company policy towards potential buyers.

Research methodology
Research can be defined as the search for knowledge or any systematic investigation to establish
facts. The primary purpose for applied research (as opposed to basic research)
is discovering, interpreting, and the development of methods and systems for the advancement
of human knowledge on a wide variety of scientific matters of our world and the universe.
Research can use the scientific method, but need not do so.

Scientific research relies on the application of the scientific method, a harnessing of curiosity.
This research provides scientific information and theories for the explanation of the nature and
the properties of the world around us. It makes practical applications possible. Scientific
research is funded by public authorities, by charitable organizations and by private groups,
including many companies. Scientific research can be subdivided into different classifications
according to their academic and application disciplines.

Historical research is embodied in the scientific method.

Research design:

Sample design:
25 Respondents

Sample unit:
Working people, school students, unemployed and housewives i.e.
38
Data collection method:
As this data is collected by first time so mainly primary data is used but I have
used the secondary data also for example data collected through magazines,
research papers and Internet.

Questionnaire design:
As questionnaire is self administrative one so it is very easy having user friendly
words and scaling techniques is so simple as because the respondents are belonging
from rural area so in order to understand it clearly by those people I am using only
limited scaling techniques.

Tests:
I am using t test as the no of respondents is less than 30 in number

39
 DATA
INTERPRETATION

TABLE 1
40
RESPONDENTS’ CLASSIFICATION ACCORDING TO AGE
NUMBER OF
RESPONDENTS
AGE
0-15 5
15-30 10

30-45 6

Above 45 4

TABLE 2
RESPONDENTS’ CLASSIFICATION ACCORDING TO
INCOME
NUMBER OF
RESPONDENTS
INCOME
Less than 5000 6
5000-15000 12

15000-25000 5

Above 25000 2

41
 TABLE 3
RESPONDENTS’ CLASSIFICATION ACCORDING TO NAME
OF THE COMPANY

NUMBER OF
RESPONDENTS
RESPONSE

Yes 17
No 8

42
 TABLE 4
RESPONDENTS’ CLASSIFICATION ACCORDING TO
PRODUCT

NUMBER OF
RESPONDENTS
PRODUCTS

43
 Cigarette wrapper 18
Aashirvad Atta 5

Soap’s wrapper 1

Something else 1

TABLE 5
RESPONDENTS’ CLASSIFICATION ACCORDING TO
REMEMBERANCE OF SOAPS

NUMBER OF
RESPONDENTS
SOAPS
Lifebuoy 6
Lux 2

Dettol 2

Santoor 1

44
 Breeze 1

Godrej No. 1. 8

Cinthol 1

Rexona 2

Vivel 1

Something else 1

45
 TABLE 6
RESPONDENTS’ CLASSIFICATION ACCORDING TO SOAP
USAGE

NUMBER OF
USERS
SOAPS
Lifebuoy 6
Lux 2

Dettol 2

Santoor 1

Breeze 1

Godrej No. 1. 8

Cinthol 1

Rexona 2

Vivel 1

Something else 1

46
 TABLE 7
RESPONDENTS’ CLASSIFICATION ACCORDING TO SOAP
USAGE DURATION

DURATION NUMBER OF
RESPONDENTS
1-6 months 3

6months-1year 5

1-2years 7

Above 2years 10

47
 TABLE 8
RESPONDENTS’ CLASSIFICATION FOR SOAP USAGE BY
FAMILY MEMBERS

MEMBERS NUMBER OF
RESPONDENT
S
1 Member 1

2 Members 1

3 Members 1

4 Members 2

Above 4 members 15

48
 CONCLUSION

In this analysis I found that a vast majority of rural consumers

prefer Godrej no 1 and LIFEBUOY most trusted brands. But all
these brands are costlier and entrance of ITC’s soaps with vast of
soaps varieties i.e. Superia for mass and Fiama de wills for high
income group population with competitive prices attracting rural
consumers to use ITC’s soaps.
•Advertisement(TV ad) most influences buying behavior of rural
consumers

• Local influential persons are the best source for awareness of

FMCG product.

• “BUZZ” are used to choose a brand

• Low price with good quality products have makeable sales

result

• Company should do “UMBRELLA BRANDIND” to set brand name

in Consumer’s mind like HUL,DABUR,NIRMA etc.

49
 QUESTIONAIRE

Dear respondent,

My name is Abhey Sharma and I am doing my research project on ‘Consumer attitude and
preferences on Superia soap in rural area in Saharanpur city ‘please fill the following questions
so that it will give a conclusion to my study. I am very thank full to you.

Part A

Name:

Occupation

Q1. In which age group you fall?

1) 0-15

2) 15-30

3) 30-45

4) More than 45

50
Q2. In which income group you fall?

1) Less than 5000

2) 5000-15000

3) 15000-25000

4) More than 25000

Part B

Q3.Have you heard of a company called I.T.C.?

1) Yes 2) No

Q4. If yes, how?

1) Cigarette wrapper

2) Arshivaad Atta

3) Soap’s wrapper

4) Something else

Q5. How many soaps u can remember?

1).Lifebuoy

2). Lux

51
3).Dettol

4). Santoor

5).Breeze

6).Godrej

7) .Cinthol

8) Nirma

9) Vivel

10) Someone else

Q6. Which soap do you use?

1).Lifebuoy

2). Lux

3).Dettol

4). Santoor

5).Breeze

6).Godrej

7) .Cinthol

8) Nirma

9) Vivel

10) Someone else

Q7. Since when you are using this soap?

1) 1-6 months

52
2) 6months-1 year

3) 1-2 years

4) Above 2 years

Q8. How many people in your family use this soap brand?

1) One member

2) Two members

3) Three members

4) Four members

5) Above four members

Q9. How many times in a day you use that soap?

1) One time

2) Two times

3) Three times

4) More than three times

Q10. What do you consider while buying the soap?

1) Quality

2) Color and size

3) Brand name

4) Discounts/offers/free gifts

5) Price

6) Retailer’s recommendation

53
Q11. During which week of month do you buy that soap?

1) Week 1

2) Week 2

3) Weak 3

4) Weak 4

Q12. Where do you buy soap?

1) Retail

2) Haats

3) Mandis

4) Melas

5) Nearby village/town

6) others

Q13. Have you seen ad of Superia soap?

1) Yes 2) No

Q14. If yes where/how?

1) Newspaper

2) TV

3) Magazine

4) POP display & advertisements

5) Wall painting

6) Hand out/newspaper inserts

7) Radio

54
Q15. Do you find superia soap easily?

1) Yes 2) No

Q16. Any Suggestions regarding that soap.

55