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ITC to roll out biscuits, confectionery

BS Corporate Bureau

The Kolkata-based cigarettes-to-hotel major ITC has firmed up plans to roll out biscuits, confectionery and atta products in the next six months.

The company has recently acquired the Minto confectionery brand from the New Delhi-based Candico for an undisclosed amount.

"We plan to roll out these products within the next six months," ITC Ltd divisional manager (sales), Hemant Malik, said.

The company has also researching on how to tap the potential of the Minto brand. The gameplan on this will be ready in the next six months, added ITC Ltd executive vice president Ravi Naware.

The company has also appointed Grey Worldwide to firm up an aggressive advertising campaign for its 'Kitchens of India' brand.

ITC plans to expand the portfolio of ready-to-eat foods by adding 10-12 new products by the year end.

"The advertising campaign, which will be on both the print and the electronic media, will break after six months once we have a complete portfolio in place," Naware said.

Three Kitchens of India products including Dal Bukhara, Dal Dakshin and Baingan Mirch ka Salan are being taken to the United Kingdom through the Selfridges Bollywood festival.

While the division has not yet finalised any exports target, Naware said that in the long run, the export market will be bigger compared to the domestic market.

The division is also targeting the US, Canada and the Middle East markets for export. It is going to showcase its products at the 'Authentic food market 2002' at Birmingham, UK, in June.

It plans to tie-up with big retail chains abroad to target the 25 million Indians living abroad.

ITC Foods is shifting office from Kolkata to Bangalore where a research and development facility has already been set up.

Naware said that the facility would develop products which the division would consider foraying in. He added that at present the division would only focus on these products.

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