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, Ship and Homelites. With differentiated product features, formats and innovative value additions, these brands effectively address the needs of different consumer segments. The wax matchstick offering provides resistance in windy conditions & damp environment and comes in a compact size making it an ideal companion for outdoor usage while Homelites' stronger, longer and Karborised match sticks make them safer for everyone to use inside home. 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 proximity markets and freight optimization. Through its participation, ITC aims to enhance the competitiveness of the industry 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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