ITC, w ith revenues in excess of $7bn, is a market leader in Cigarettes w ith about 70+% volume share and 85+% value share. Cigarette business is a cash cow accounting for 50% for Sales and ~ 81% of EBIT. To diversify aw ay from cigarettes w ith a long ter m perspective, they have other businesses such as FMCG, Hotels, Paper boards, Packaging, Agri- Ex ports, Branded Apparel & Stationery. ITC also a rural initiative w ith 6500 `e-choupal's aimed at far mers for...