iversification has been an article of faith at ITC since years. And as happens with companies that dominate one field - cigarettes in this case - not all the results are happy. In recent years, though, there has been more happy news than in the past. One of those stories is Aashirvaad, the brand under which ITC is moving into the branded foods business. The company recently claimed that Aashirvaad is already the largest selling brand of atta in the country, within barely two years of launch.

The company�s move into foods has been a case of one thing leading to another. With its experience in cigarettes, the company wanted to extend into other FMCG (fast moving consumer goods) categories. Meanwhile, the experience with ITC hotels had provided it with an understanding of Indian foods and the Indian palate. Plus "we have long-standing experience in brand building, which is essential in the packaged food business," says Ravi Naware, divisional chief executive, ITC Ltd, Foods ... more