ITC Limited is in the process of entering into alliances with more cottage and mechanised safety match units for marketing its produce, said Rajeev Gopal, chief executive of SBU-Safety Matches Business.

In an informal chat with reporters here recently, Gopal said cottage units will get good prices for their produce due to the entry of ITC in the safety matches business, provided they supplied products according to ITC specifications.

ITC Ltd enjoys nine per cent share in the safety matches market, he said. Many units have welcomed ITC's entry as they are getting better prices, he said.