three lakh stock biscuits and almost 40% stock FMCG products. But a realisation of the difference between the cigarette vendor and consumer products retailer has seen ITC leverage its fast-moving Aashirvaad atta to create a separate distribution system for FMCG products through kirana stores and modern retail formats. Strategic Levers Rural touch: ITC’s e-Choupals are a channel for two-way trade ITC is counting on extracting value through its e-Choupal network for its foods business.