ITC Foods’ media business is up for review. Interaction is the current custodian of the business, which is pegged at around Rs 10-12 crore.
When contacted, Ravi S Naware, Chief Executive Officer, ITC Foods, said, “We have a very interactive relationship with our agencies. The pitch we have called for is part of the annual review processes of the company and we will chose the one that shares our vision.”
Though Naware did not divulge the names of the agencies called to contest for the business, he informed that the “top six agencies are part of the pitch process”. The presentations for the pitch are expected to begin next week.
ITC Foods had recently launched the Sun Feast campaign. The brand is increasingly finding its foothold in the branded and packaged foods market.
ITC made its entry into the branded and packaged foods business in August 2001 with the launch of the ‘Kitchens of India’ brand. A more broad-based entry was seen in June 2002 with brand launches in the confectionery, staples and snack foods segments.
The packaged foods business has been an ideal avenue to leverage ITC's proven strengths in the areas of hospitality and branded cuisine, contemporary packaging and sourcing of agricultural commodities.