Innovation, advertisement key for a product to sell: Sameer Satpathy

Sameer Satpathy, ITC's chief executive officer (personal care), spoke to Swati Khandelwal about competition in the industry, the significance of innovation and advertisement, and the areas that have potential to grow.

There is a volatility in the market and demand pattern is going against the expectations. The festive season is around the corner. What is your hope for this year especially, when it comes to the existing business environment?

You will have a good business if you walk ahead of the time and above the circumstances, and that is the reason we always try to do better.

Personal care segment is growing at present with new categories such as male grooming. Is it the fastest growing segment, outpacing women's segment?

No, male segment can never outpace women's.

Which are the growth drivers for the personal care segment?

Consumers will buy the product if we add some value to it and pack it in a way that pleases them. Besides, innovation and advertisement are two things that make a consumer buy a product.

But there is stiff competition in the market?

Competition is a good thing not only for us but also for the economy. It increases efficiency and makes us think before investing.

How do you shortlist things in terms of segments so as to distribute your time and investments?

We have a simple philosophy and that is we do not invest; it is the brand that invests. As in, the brand can earn for itself if it has the potential to grow. In addition, we don't go for selection as every team is engaged in playing its own game and thinks on the ways to grow them. So it is about innovation and ambition.

Tell us about the new areas that have the potential to grow?

There are various vectors such as soap, shampoo and floor cleaners. Every vector comes with a challenge and an opportunity in itself.