HISTORY

ITC was formed on August 24, 1910 under the name Imperial Tobacco
Company of India Limited. Later 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. ITC contains a wide range of
businesses - Cigarettes & Tobacco, Hotels, Information Technology, Packaging,
Paperboards & Specialty Papers, Agribusiness, Foods, Lifestyle Retailing,
Education & Stationery and Personal Care.
Finally, the company changed its name to 'ITC Limited’ on September 2001. ITC
Limited or ITC is an Indian public conglomerate company (25.4% owned by
British corporation, British American Tobacco) headquartered in Kolkata, West
Bengal, India.
Its diversified business includes four segments: Fast Moving Consumer Goods
(FMCG), Hotels, Paperboards, Paper & Packaging and Agri Business. ITC's
annual turnover stood at $7 billion and market capitalization of over $34
billion.
While ITC is an outstanding market leader in its traditional businesses of
Hotels, Paperboards, Packaging, Agri-Exports and Cigarettes, it is rapidly
gaining market share even in its nascent businesses of Packaged Foods &
Confectionery, Branded Apparel, Personal Care and Stationery.
Meera Shankar joined the board of ITC Ltd as the first women director in its
history. She is an additional non-executive director of the cigarettes-FMCG-
hotel major. In 2000, ITC forayed into the Greeting, Gifting and Stationery
products business with the launch of Expressions range of greeting cards. A
line of premium range of notebooks under brand “Paperkraft” was launched in
2002. To augment its offering and to reach a wider student population, the
popular range of notebooks was launched under brand “Classmate” in 2003.
“Classmate” over the years has grown to become India’s largest notebook
brand and has also increased its portfolio to occupy a greater share of the
school bag.
Years 2007- 2009 saw the launch of Children Books, Slam Books, Geometry
Boxes, Pens and Pencils under the “Classmate” brand.
AYAAN ALI(CEO)

Directors of Classmate India Technologies Private Limited are Irudayaraj Nelson Naveen

and Celine Irudayaraj.
ITC Limited Values
ITC believes that its core values of trusteeship, customer focus, respect for people, excellence,
innovation and nation orientation have been the guiding principles behind the Company's
phenomenal growth, helping it to become one of India's most admired and valued enterprises.

ITC's Core Values are aimed at developing a customer-focused, high-performance

organisation which creates value for all its stakeholders:
ITC defines Corporate Governance as a systemic process by which companies are
directed and controlled to enhance their wealth generating capacity. Since large
corporations employ vast quantum of societal resources, ITC believes that the
governance process should ensure that these companies are managed in a manner
that meets stakeholders aspirations and societal expectations.
ITC's Corporate Governance initiative is based on two core principles. These are :
 Management must have the executive freedom to drive the enterprise
forward without undue restraints; and
  This freedom of management should be exercised within a framework of
effective accountability.
ITC believes that any meaningful policy on Corporate Governance must provide
empowerment to the executive management of the Company, and simultaneously
create a mechanism of checks and balances which ensures that the decision-making
powers vested in the executive management is not only not misused, but is used
with care and responsibility to meet stakeholder aspirations and societal
expectations.

CORPORATE STRATEGIES
ITC is a board-managed professional company, committed to creating enduring
value for the nation and the shareholder. It has a rich organisational culture rooted
in its core values of respect for people and belief in empowerment. Its philosophy
of all-round value creation is backed by strong corporate governance policies and
systems.
ITC'S CORPORATE STRATEGIES ARE:
 Create multiple drivers of growth by developing a portfolio of world class
businesses that best matches organisational capability with opportunities in
domestic and export markets.
 Continue to focus on the chosen portfolio of FMCG, Hotels, Paper,
Paperboards & Packaging, Agri Business and Information Technology.
 Benchmark the health of each business comprehensively across the criteria
of Market Standing, Profitability and Internal Vitality.
 Ensure that each of its businesses is world class and internationally
competitive.
 Enhance the competitive power of the portfolio through synergies derived
by blending the diverse skills and capabilities residing in ITC's various
businesses.
 Create distributed leadership within the organisation by nurturing talented
and focused top management teams for each of the businesses.

 Continuously strengthen and refine Corporate Governance processes and

systems to catalyse the entrepreneurial energies of management by striking
the golden balance between executive freedom and the need for effective
control and accountability.
CORPORATE PHILANTHROPHY

ITC's Code of Conduct is derived from three interlinked fundamental principles,

viz. good corporate governance, good corporate citizenship and exemplary
personal conduct in relation to the Company's business and reputation.
Strategies adopted
Here are the 3 most popular campaigns by Classmate:
There is no doubt because classmate products have become a status symbol in the school-
going generation. Classmate has also pulled off various successful fundraising campaigns to
aid the underprivileged children of the country, one being the ITC’s contribution of Rs 100
on the purchase of every 4 Classmate notebooks.

The advertisements of this brand have always struck a chord of the ‘student’ in an Indian with
its engaging storyline, jingle, and tagline. In 2018, it launched a campaign with a tagline- Be
Better than Yourself. One of those ad films featured a girl who scores better in Mathematics
compared to the tests she took earlier but is still disappointed.

Her mother praises her and bakes a cake for performing better than yesterday. This ad film
became a huge success and spread a strong message of ‘becoming one’s own competitor’
among the parents and their wards.

Classmate’s National Spell Bee contest with its 9 seasons is considered India’s biggest ever
Spelling Competition. The contest rose to huge fame, bringing in the best talents from across
the county and making the spelling game for students more fun and interesting. The winners
are awarded with whopping cash prizes, goodies and international study tours.

After setting up its Paperboards unit for packaging of cigarettes, ITC launched Classmate &
become India's largest.

How did Classmate achieve a 25% market share in a majorly unorganized 16000 Cr
stationery segment?
📚 Customization:

✅ Over 350 SKUs catering to the needs of students in various school boards like Pulse with
3D & changeable covers, selfie notebooks

✅ An innovative strategy for each demographic & tie-ups with likes of Disney & IPL

✅ Covers carrying trivia on popular themes helped in creating an association

📚 Differentiation:

✅ High emphasis on the brand proposition by relevant marketing to children, empowering

them with their opinion
✅ “Each child wants to be treated as unique” - the consumer insight that ITC turned into their
brand philosophy, reinforced with “Be the first you” & Spell Bee event.

✅ Focus on relevant issues concerning students with “Be better than yourself”
📚 Responsibility:

✅ Prominently displaying that they use ozone-treated paper which improves shelf life, &
chlorine-free/recycled paper to engage the socially vocal GenZ