Brandstand: YCD and Brand ITC

Quite apart from a brilliant business case, ITC is a global benchmark as a corporate brand. An innovative strategy for building stakeholder value crafted during the visionary tenure of Y C Deveshwar, who passed away last week.

My professional association with ITC commenced in 1997, which soon moved on to a lifelong relationship, with the company and its people. As a partner its culture left me spellbound, an earthy commitment towards exceptional achievement powered by the finest global learnings. Even more exceptional was how this fine foundation was stretched to its fullest potential, by a remarkable diversification strategy that knows no peer. On an abiding cultural ethos of Indianness, done in a sensitive and progressive fashion.

Brand ITC is truthfully a pioneer of Integrated Nationalism, decisively unifying the objectives of India with that of the company. Which is different from emotional nationalism, concerned only with symbolism, or operational nationalism, focussed on indigenous production or consumption.  Integrated Nationalism is a strategy for company building that derives its purpose from the priorities of the nation, enabling every stakeholder to benefit productively. It is neither charity nor philanthropy, instead a responsible form of collaborative capitalism where everybody gains — consumer, company, partner and society.

At its very heart is the philosophy of customer centricity, starting well and truly with the employees of the organisation. The ability to convert a foundation of excellence in its traditional business to successful forays in so many new worlds. All based on a fine combination of process best practices and ambitious envisioning, driven by a highly motivated management and crew.

The next part of customer centricity is to do with the transactional world, involving people like you and me. A relentless drive to surpass the expectations of every category through quality and innovation. From FMCG to Personal Care to Hotels to Foods – there is hardly a category where the benchmark product is not from ITC.

Customer centricity in the case of enablers like farmers and others in the rural value chain. Wherein livelihoods have been secured for generations thanks to partnership practices that are profitable and ethical, while being enabled by technology. The E-Choupal initiative remains a global icon, the intuitive application of local insight to drive innovation.

Shareholder value remains the crucial frontier of customer centricity, a multiple of 50X achieved during Deveshwar’s tenure. Every endeavour of the company in order to be sustainable must benefit the P&L, a truth understood very well by the management. In tandem with an actionable sensitivity towards the environment, a commitment that must be fulfilled with earnest vigour. So that everything we do is for the genuinely long-term outcome.

What makes Integrated Nationalism so special has been articulated briefly in the above paragraphs. It is truly a holistic endeavour, designed to benefit every stakeholder and not just the company. As experiences when it comes to consumers and as genuine growth of worth in the case of self and every partner. It also champions innovation and technology, thus paving the path for a beautiful future.

Remarkable in Brand ITC’s journey to put India first is also a disdain for soppy stereotype, instead a bias for affirmative action. This journey is truly about walking the talk, making a genuine difference and offering a sustainable blueprint for the future. Indeed, the reflection of a new India which believes in beating and not just emulating the world. All of this achieved by an Indian management committed to fulfilling our intellectual potential where it matters most.

In sum, I sincerely believe that Brand ITC is the global pioneer of Integrated Nationalism, through its actions and policies. Where building the country and the company unite seamlessly through a roadmap of cerebral conviction and exceptional actions, benefitting every possible soul. This is truly the Chairman’s legacy, unparalleled in the annals of corporate civilisation.

(Shivaji Dasgupta is the Founder of INEXGRO Brand Advisory and can be reached at: inexgro@gmail.com)

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