Indian company ITC has shifted its focus to premiumizing its personal care business, doubling its contribution to sales to 38% in the last four years. This has helped ITC break even in the personal care business, which now generates profit consistently quarter on quarter. The company operates in categories like body wash, deodorant, skin care, and floor cleanser, which is the second critical piece of its strategy to grow the non-cigarette fast-moving consumer goods (FMCG) segment.