In the last fiscal year, the company launched 50 products, including liquid pouch milk under the Aashirvaad Svasti brand, frozen foods from the ITC
Master Chef collection and others to strengthen existing categories. Acquisitions like the Charmis brand of face cream and Nimyle floor cleaners were acquired to enter new segments.
Currently, around 25 per cent of ITC’s segment revenue comes from newer FMCG businesses under the non-cigarette portfolio. The segment’s EBITDA, at Rs 688 crore in the last fiscal year, rose by 51 per cent year-on-year. The company is of the view that it must not only strive to fortify existing categories towards delivering industry-leading performance but also enter newer categories and sub-segments.
ITC’s non-cigarette FMCG portfolio of brands today represents an annual consumer spend of Rs 18,000 crore, of which the Aashirvaad brand's share is the largest at Rs 4,500 crore; Sunfeast accounts for over Rs 3,800 crore; the Bingo portfolio is nearly Rs 2,500 crore; the Classmate brand is over Rs 1,400 crore, Yippee brand of noodles stands at over Rs 1,100 crore and Vivel, Mangaldeep and Candyman are over Rs 500 crore each.