Ready for the Future

FROM A CONVENTIONAL FMCG BUSINESS TO BUILDING SPECIALISED BRANDS, SANJIV PURI'S GAME PLAN IS TO STAY AHEAD OF THE CURVE.

- BY AJITA SHASHIDHAR

A MEETING WITH ITC chairman and MD Sanjiv Puri, invariably turns into a gastronomical experience. The coffee table at his tastefully done up office is laden with goodies— from steamed momos, spring rolls, and sabudana vadas to freshly baked cookies, cakes, and chocolates, one is clearly spoilt for choice. “Have you tried this?” he asks, pointing at a packet of Sunfeast Baked Creations, ITC's recent launch. “These cookies are freshly baked and have a shorter shelf life,” he explains. Next, Puri opens a packet of Right Shift namkeen made out of millets. This brand caters to the 45-plus consumer cohort, he says.

As Puri sinks into his couch with a double shot espresso, he points at a food-delivery app on his phone that has ITC Master Chef Creations, ITC Aashirvaad Soul Creations and ITC Sunfeast Baked Creations listed. “These are our cloud kitchens,” he proudly says. “We launched in Bengaluru during the Covid-19 pandemic and today we have 66 kitchens across Bengaluru, Hyderabad, Chennai, Mumbai, and Pune. Our repeat customers are high, and the kitchens are able to achieve break-even and good level of profitability,” he adds.

ITC claims a consumer spend of ₹34,000 crore for FMCG, and what stands out is its differentiated style of doing business. While brands such as Aashirvaad atta, Sunfeast biscuits and Vivel soaps continue to be the core, there is a fair degree of micro-segmentation and mass-personalisation that has taken place across categories. Aashirvaad atta can be customised according to one's taste—multigrain, organic, or even a varietal like sharbati. On the other hand, Aashirvaad Soul Creations promises piping hot nutritious food—a vegetarian thali, palak khichdi, or even a quick vada-pav delivered within 30-40 minutes. And, Sunfeast Baked Creations is all about freshly baked cookies, cakes, croissants, and bagels- delivered fresh.