contends Bijoor. Whether ITC will emerge among the top two in each of its consumer goods segments only time will tell; we should get a feel by 2010 when it turns 100. For now

one thing is certain—Deveshwar with his commitment to audacious goals for ITC—is set to shake up the consumer goods market. Expounds Bijoor: “”ITC has brought irrational competition into a rational business space by making huge investments in launches.

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