As part of its strategic initiative to create multiple drivers of growth in the FMCG sector, ITC commenced marketing safety matches sourced from the small-scale sector. The Safety Matches business leverages the core strengths of ITC in marketing and distribution, brand building, supply chain management and paperboard & packaging to offer Indian consumers high quality safety matches.
ITC's range of Safety Matches includes popular brands like Aim & i Kno. With differentiated product features and innovative value additions, these brands effectively address the needs of different consumer segments. ITC also exports safety matches to various markets. The acquisition of Wimco Ltd., a subsidiary of ITC has consolidated the market standing of the Company's Matches business through synergy benefits derived through combined portfolio of offerings, improved servicing of proximal markets and freight optimization. Through its participation, ITC aims to enhance the competitiveness of the small and medium scale sectors through its complementary R&D based product development and marketing strengths, especially the width and depth of the Company's trade marketing and distribution.
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