Diversified Indian conglomerate ITC Restricted's gross sales by way of the e-commerce channel within the final monetary yr noticed a threefold rise over FY 2019-20 ranges, taking the channel salience to 7 per cent.
In its not too long ago launched annual report, the corporate revealed that it collaborated with main e-commerce platforms on all points of operations, together with class improvement, advertising and marketing, and provide chain and buyer acquisition. This was augmented by the event of unique and related pack assortments, driving digital-first manufacturers, and enabling platform discoverability by way of collectively curated campaigns.
ITC's multi-channel distribution community, which facilitates the supply of its merchandise in practically 7 million shops throughout India, was additional strengthened in 2021-22 with the addition of latest markets and retailers to its direct servicing base. "Market and outlet protection have been stepped as much as appx. 1.4x and 1.1x respectively over the earlier yr," the corporate mentioned in its annual report.
To cater to the huge rural client base, ITC continued to roll out market-specific interventions to boost direct protection on the premise of socioeconomic indicators and market potential to attain development charges larger than the business common. "Direct attain enhancement in rural markets was supported by way of a hub and spoke distribution mannequin with the enlargement of rural stockists community to 1.4x over the earlier yr and collaborations with rural-focused eB2B gamers," the corporate mentioned.
By executing over 110 new product launches, ITC unlocked new routes-to-market by way of a number of strategic partnerships to deepen capabilities catering to specialised segments, together with 'on-the-go' consumption, direct advertising and marketing and QSRs. The corporate's enterprise with fashionable commerce continued to develop on the again of a format-based assortment strategy catering to the wants of a various set of consumers with category-specific sell-out methods.
Throughout the yr, ITC's Commerce Advertising and marketing and Distribution (TM&D) vertical demonstrated a excessive diploma of agility and responsiveness to mitigate the heightened uncertainty and market disruptions brought on by the second wave of the pandemic. "Concerted actions, together with realignment of distribution infrastructure, deployment of progressive supply fashions, strategic partnerships, enhanced utilization of digital applied sciences and centered strategy to speed up development in rising channels, have been taken to make sure environment friendly market servicing and availability of merchandise," the corporate mentioned in its annual report.
A number of different interventions have been additionally undertaken by TM&D in the course of the yr to boost operational effectivity and productiveness with a purpose to drive structural aggressive benefit. These embrace delayering of operations by way of direct shipments to clients, good shopping for together with environment friendly freight procurement and provide chain and community optimisation.
ITC additionally scaled up UNNATI, an app-based anytime ordering system for retailers, together with the eB2B platform to cowl practically 3 lakh retailers in 2021-22. It additional strengthened VIRU (Digital Salesman), a know-how resolution to allow contactless ordering by retailers and direct communication with commerce, particularly throughout occasions of restricted mobility or absence of salesforce, utilizing Machine Studying for hyper-personalisation.
(Solely the headline and movie of this report could have been reworked by the Enterprise Normal workers; the remainder of the content material is auto-generated from a syndicated feed.)