To popularise the usage of paper cups which has been growing rapidly in the country over the last few years, ITC is marketing a range of ECF Spectra cups, manufactured by small and medium enterprises (SMEs). The cups will be available in 3 sizes -150 ml, 210 ml, 270 ml. While 150 ml cups are targetted at usage for hot beverages, the 210 ml and 270 ml cups have been ideally designed for both hot and cold beverages. This move is expected to provide a boost to at-home consumption of paper cups.

By partnering with SMEs, ITC aims to enhance the competitiveness of the sector through its complementary R&D based product development, marketing strengths, and the extensive reach of its trade marketing and distribution network.

The paperboard used is made with the enivironmentally friendly ECF ( Elemental Chlorine Free ) technology and conforms to standards for food grade paperboards as per US FDA standards. ITC is the first and only Company in India using the ECF technology. ECF Spectra cups are odour free, allowing the consumer to enjoy the true taste of the beverage. These cups will be available in pack sizes of 25 and come in vibrant colours to add to consumer delight.

Commenting on the launch, Mr Pradeep Dhobale , Chief Executive, ITC's Paperboards and Specialty Papers business, said : ''We are trying to create a new category space with ECF Spectra. We have leveraged ITC's strengths in producing world class paperboards, state-of-the-art printing and nationwide distribution to create ECF Spectra. We are confident consumers will like the product attributes of convenience, hygiene and fun.''

Currently the retail paper cup market is in a nascent stage. Out of more than 4 billion cups consumed , the quantum of consumption at home is negligible.

"Given the rapid changes in lifestyle, we feel that the time is right to enter the consumer segment to popularise at-home consumption. We will gradually enlarge the market coverage. Priced commensurate with the superior value proposition, ECF Spectra papercups are being test marketed at Hyderabad/Secunderabad and are available in 400 retail outlets. Simultaneously we will continue to strengthen our presence in the away-from-home segment where ITC enjoys enormous goodwill among the small scale manufacturers of papercups. To service this segment better, a Rs 350 million new facility for paperboards is coming up at ITC's Bollaram Unit near Hyderabad,'' Mr Dhobale added.