Did a war chest help in addition to product quality and innovation?
It certainly does. When we launched Bingo, we understand the adspend of our immediate competitors quadrupled. So we can match that. But a war chest cannot work in isolation. We stress on quality in capital letters. I have seen competitors play with quality. They launch products with an initial product promise that is not consistent over a period of time. Every single product that we have launched has retained its quality. At any point of time, if required, we may hike prices but never tone down quality to manage costs. As an organisational philosophy, ITC is understood to invest heavily in consumer research. It is not enough to identify a category, innovate and launch products with a message that says, look here’s a good product that we have launched for you. We see consumer research as the backbone of our business. The idea of Sunfeast pasta came from consumers. All our launches are tested initially by ITC hotel chefs. Several times, these chefs have helped create the prototypes. Our
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