ITC accelerates digitisation to enhance operational effectiveness: Puri

Topics ITC | Sanjiv Puri

Diversified business entity ITC has accelerated digital transformation under the company's future-ready strategy to enhance competitive advantage and operational effectiveness, its Chairman Sanjiv Puri has said.

The current pandemic has accelerated manifold the transition to digitalisation that was already moving at high velocity and the company is adopting new-age technologies to stay ahead of the curve, Puri said.

New technologies such as Industry 4.0, Artificial Intelligence, Big Data, Industrial Internet of Things (IoT) and Machine Learning are being deployed by all Businesses, including supply chain and logistics to enhance operational effectiveness, Puri said while addressing shareholders in his AGM speech.

ITC had made substantial investments for a digital ecosystem to drive "smart manufacturing, product quality, traceability and supply chain agility, amongst others. This accelerated digital journey has begun to demonstrate appreciable outcomes," he added.

According to Puri, the pandemic has accelerated the transition to digitalisation and apart from e-commerce, digital entertainment, work-from-home conferencing, telemedicine, education, learning and skill development, e-services, social media communications have all experienced an exponential surge.

ITC's Marketing Command Centre now leverages "cloud-technology, cutting-edge social-media engagement tools and a digital marketing & analytics platform" to drive contextual communication and product development rapidly.

"The Centre has today developed into a real-time repository on market trends. Based on the insights gained, several digital campaigns have been rolled out and product variants developed," he added.

Social media trends like 'Dalgona coffee' were leveraged to deepen consumer engagement for ITC's Sunbean Beaten Caffe and introduce a new variant in a long shelf life ambient format.

ITC has also launched an online ordering system for retailers to address the surge in demand during the pandemic.

"Enhanced presence across e-commerce platforms led to accelerated growth in sales and marketing of ITC's FMCG products," he said.

Its wholly-owned subsidiary, ITC Infotech has developed domain-led expertise in emerging areas of digital and automation solutions and is now the company's strategic partner in its journey of digital transformation.

"The pandemic saw an explosive adoption of digital tools and platforms, which is poised to redefine business operations and consumer engagement significantly," said Puri adding ITC would continue to invest in "building its digital enterprise capacity and capabilities to stay ahead of the curve" and shape formidable strengths for the future.


(Only the headline and picture of this report may have been reworked by the Business Standard staff; the rest of the content is auto-generated from a syndicated feed.)


Dear Reader,


Business Standard has always strived hard to provide up-to-date information and commentary on developments that are of interest to you and have wider political and economic implications for the country and the world. Your encouragement and constant feedback on how to improve our offering have only made our resolve and commitment to these ideals stronger. Even during these difficult times arising out of Covid-19, we continue to remain committed to keeping you informed and updated with credible news, authoritative views and incisive commentary on topical issues of relevance.

We, however, have a request.

As we battle the economic impact of the pandemic, we need your support even more, so that we can continue to offer you more quality content. Our subscription model has seen an encouraging response from many of you, who have subscribed to our online content. More subscription to our online content can only help us achieve the goals of offering you even better and more relevant content. We believe in free, fair and credible journalism. Your support through more subscriptions can help us practise the journalism to which we are committed.

Support quality journalism and subscribe to Business Standard.

Digital Editor

Business Standard is now on Telegram.
For insightful reports and views on business, markets, politics and other issues, subscribe to our official Telegram channel