ITC was incorporated on August 24, 1910 under the name Imperial Tobacco Company of India Limited.
As the Company's ownership progressively Indianised, the name of the Company was changed from Imperial Tobacco Company of India Limited to India Tobacco Company Limited in 1970 and then to I.T.C. Limited in 1974 .
In recognition of the Company's multi-business portfolio encompassing a wide range of businesses - Cigarettes & Tobacco, Hotels, Information Technology, Packaging, Paperboards & Specialty Papers, Agri-business, Foods, Lifestyle Retailing, Education & Stationery and Personal Care - the full stops in the Company's name were removed effective September 18, 2001.
The Company now stands rechristened 'ITC Limited'.
Y C DEVESHWAR is the chairman of ITC Sustain ITC's position as one of India's most valuable corporations through world class performance, creating growing value for the Indian economy and the Company’s stakeholders ITC Vision To enhance the wealth generating capability of the enterprise in a globalizing environment, delivering superior and sustainable stakeholder value ITC Mission
2003 witnessed the introduction of Sunfeast as the Company entered the biscuits segment.
ITC's entered the fast growing branded snacks category with Bingo! in 2007.
In eight years, the Foods business has grown to a significant size with over 200 differentiated products under six distinctive brands, with an enviable distribution reach, a rapidly growing market share and a solid market standing.
ITC product portfolio has been further expanded with Sunfeast Yippee! Instant noodles.
Three years of exhaustive developmental work has gone into the creation of Sunfeast Yippee!
The product has two intrinsic components - the noodle block and the masala mix.
Wheat is a key ingredient of the noodle block.
The sourcing and blending expertise that has made Aashirvaad India's No 1 branded Atta has been leveraged to make a truly delightful noodle block. Sun feast Yippee noodles do not lump even 30 minutes after cooking.
At present, Sunfeast Yippee is available in two lip smacking variants - Classic Masala and Magic Masala .
Ads of Sunfeast yippee Choice of masala Round noodles
Thus sunfeast has tried to give itself a totally different positioning from the other competitors present in the market and it is the only competitor to Maggi which has decided to take it head on while competing with it.
The biggest advantages available with the Sunfeast Yippee noodles brand are as follows: -
The deeper penetration provided by the already well established and penetrative distribution channel provided to ITC by its channel member in the tobacco business which provides it the most penetrative distribution network both in rural and urban India.
Then it used the Sunfeast brand, thereby using the Umbrella branding strategy, which had already become a well known name in the Indian households because of the equity that the brand had gained in the minds of the consumers.
The financial muscle of the ITC conglomerate to back the company to tackle all the competitive moves in an efficient manner.