Forbes India decodes Y. C. Deveshwar's audacious FMCG strategy

The cover story in the latest issue of Forbes India explains how Y.C. Deveshwar is moving into a decisive phase in his mission to transform ITC from a cigarette maker to fast-moving consumer goods company. The article delves into how he has raised the stakes in the FMCG business with a series of bold moves to acquire market share and raising revenue targets from Rs. 3,700 crore to Rs.12,000 crore.

It finally goes on to conclude that with less than two years to go before his term as chairman ends, Deveshwar would need to show success in achieving viable growth to secure the company's future. Success which might even earn him the extension at the helm which he really wants.

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