There are an estimated one billion (bn) smokers in the world¹. In 2016, globally 5.7 trillion cigarettes were smoked². There are two main kinds of benefits that people find in smoking: first, the instant gratification: the high from the nicotine triggers “feel-good” neurochemicals³ that create a feeling of pleasure⁴. Second, the socialization: cigarettes are used as a way to "break the ice", connect with people, and be socially accepted⁵. For decades, tobacco companies have successfully positioned smoking as a cool activity⁵. Smokers feel comfortable and socially accepted when they smoke around a group of friends⁵.

ITC is an Indian company with a diversified portfolio in Fast Moving Consumer Goods⁶. However, cigarette sales comprise 46% of its annual revenue and 65% of its profits⁷. India has 130 million smokers⁸. ITC caters to 84% of this market (an estimated user base of 109.2 million people)⁷. It is the only tobacco company in the world that derives over 60% of its operating profit margins through cigarette sales, despite India having tobacco taxes⁷.

ITC has 14 renowned brands of cigarettes, catering to different tastes and budgets⁷. The company has five state-of-the-art manufacturing facilities in India that it distributes to all corners of India⁹.

ITC accounts for four out of ten most popular cigarette brands in India¹⁰. For instance, its Gold Flake Kings Cigarettes, made from golden tobacco, hold a 17.9% market share in the country¹⁰. The brand Classic holds a 19% market share and is quite popular¹⁰.

Apart from being a market leader in India, ITC has an international standing too⁹. Through its brands like Classic, Wills, Scissors, and ACE Umbrella, ITC has become the 3rd largest cigarette company of Bahrain and Qatar⁹.

ITC’s popular cigarettes are giving millions of Indian smokers, a sense of instant gratification, and a chance to socialize and reduce their stress.