ITC augments investment in e-commerce, accelerates digital transformation

ITC Ltd has augmented its capability in emerging modes such as e-commerce and modern trade channels with “sharp-focused investments” and is also accelerating innovation with platform centricity and “digital-first” brands in the wake of the COVID-19 pandemic, according to the company’s annual report for 2020-21.

Witnessing a shift in consumer behaviour after the pandemic, the Kolkata-based diversified firm has also enhanced its play in the market, reaching out to customers through e-commerce channel partners, its own ITC e-Store and even engaged D2C channels such as Dominos, Swiggy, Zomato and Dunzo.

Besides, the company is also working on cutting-edge digital technologies including artificial intelligence (AI), machine learning (ML) and industrial internet of things (IoT) to enhance productivity, driving efficiency and reducing costs.