Brand Experience

ITC Foods’ Strategic Market Resonance Across India

24 March, 2024

In the dynamic landscape of India’s consumer market, ITC Foods is crafting a strategic approach that aims to resonate with a diverse audience, from the bustling cities to the heart of rural communities. The company’s market strategy is tailored to encompass the entire spectrum of Indian consumers, understanding that while urban centers often lead in trends and consumption, the rural populace holds vast potential with its growing aspirations and increasing internet connectivity.

ITC Foods is not merely observing the changing tides but actively engaging with them. Homemakers and the youth are pivotal to their outreach efforts, which span across the vast rural expanses of India. The company has noted a marked uptick in consumption patterns, particularly in states such as Madhya Pradesh, Uttar Pradesh, Rajasthan, Chhattisgarh, and Jharkhand. It’s a testament to the company’s belief that even areas that may initially appear sluggish hold immense promise for brand growth and recognition.

Cultural festivals present a unique opportunity for brand engagement, and ITC Foods has strategically positioned itself within these events. The company has made its presence felt during Durga Puja celebrations not just in West Bengal but across other regions as well. Shuvadip Banerjee, ITC Foods’ Chief Digital Marketing Officer, emphasizes the importance of meaningful engagement over mere visibility. In a notable initiative at Bagbazar, Kolkata, ITC’s Aashirvaad brand introduced an innovative concept where sensors captured energy from the traditional Dhunuchi dance, which was then used to light up homes. This initiative was further extended with the consideration of installing solar panels in villages, aiming for a lasting impact.

In a move that reflects a thoughtful marketing strategy, Banerjee revealed that ITC Foods refrained from heavy media investments or partnerships with major sporting events, despite the allure of such platforms. The rationale was simple yet profound: brand building is a continuous journey that requires consistent investment rather than splurges tied to singular events. This decision underscores ITC’s commitment to sustainable growth and long-term market presence.

The evolution of consumer aspirations and the trickle-down effect of trends are phenomena that ITC Foods is keenly aware of. Banerjee points out that conversations around sophisticated ingredients and dietary components like electrolytes and caramel are now commonplace even in regions like east Uttar Pradesh and north Bihar. This shift indicates a broader acceptance and desire for premium experiences across all market segments.

ITC Foods is also capitalizing on the growing demand for sensorial variety in packaged foods. The company recognizes the trend towards more complex flavor profiles that combine traditional spices with unconventional pairings like cheese, lemon, honey, and even hazelnut—a flavor experiencing exponential growth.

The agility of brands in responding to market demands has never been more critical. Gone are the days of leisurely product development cycles; today’s brands need to be nimble and precise. To this end, ITC leverages technology to mine new data and gain insights into consumer behavior, such as midnight snacking preferences. Banerjee highlights that understanding these nuances goes beyond words; it’s about interpreting consumer behavior and preferences, sometimes even through images.

In conclusion, ITC Foods’ market strategy in India is an intricate tapestry woven with cultural insights, technological innovation, and a deep understanding of diverse consumer segments. From Gym Marketing to More Gym Members, the lessons gleaned from ITC’s approach can inspire businesses across industries, including Advertising For Gyms or Gym Lead Generation. It’s about creating connections that transcend mere transactions and tapping into the evolving aspirations of an entire nation. With such a strategy, ITC Foods continues to build its legacy as a brand that not only understands its consumers but grows with them.