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ITC Expands ECF Spectra Cups Market
12 Aug 2008

ITC's Paperboards and Speciality Papers business has entered the range of paper disposables through its branded paper-cup offering - ECF Spectra. Leveraging the Company's competencies in R&D based product development, expertise in manufacturing world class paperboards, ITC has commenced marketing of these unique range of papercups manufactured by the Small and Medium Enterprises through its extensive trade distribution network.

Comprising a Rs 200 crore market in India, the use of disposable cups is witnessing rapid growth with the changing lifestyles of a young population. The demand is likely to increase exponentially given its environment friendly and hygienic nature. Commenting on the expansion of ECF Spectra across various markets, Mr Pradeep Dhobale, Chief Executive, ITC's Paperboards and Specialty Papers business, said : We have leveraged ITC's strengths in producing world class paperboards and nationwide distribution to create ECF Spectra. We are confident that consumers will like the product attributes of convenience, hygiene and fun.''

ITC's Paperboards used for manufacturing the Spectra Cups are made using environmental friendly ECF (Elemental Chlorine Free) technology which conforms to the highest standards including US FDA guidelines for food-contact applications. ITC is the first company in India to manufacture paperboards with ECF Technology.

Currently, a bulk of the present consumption of papercups is confined to the away-from-home category. However, given the advantage of convenience and hygiene, as also its character as a light-weight, easy to stock solution, ITC is engaged in popularizing these products for in-home consumption. Commenting on the unique advantages, Mr Dhobale said, "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 marketed at Hyderabad as well as in metros like Mumbai, Bangalore and Pune. 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. "

The ECF Spectra cups are odour free, allowing the consumer to enjoy the true taste of the beverage and are available in vibrant colours to add to consumer delight. They are available in the premium as well as value-for-money range, under the brands ECF Spectra Classic and ECF Spectra Standard.