Abstract: This study empirically examines customer perception towards the family branding strategy of ITC Limited, one of India's most diversified conglomerates. Drawing upon primary survey data from 100 respondents across urban and semi-urban centres, and employing percentage analysis and one-way ANOVA, the research investigates consumer awareness, trust, purchase behaviour, and satisfaction associated with ITC's family brand portfolio. The findings reveal that 72% of respondents possess at least moderate awareness of ITC as a family brand, and 70% agree that ITC's family branding strengthens their trust in its products. An overall satisfaction rate of 68% affirms that ITC's family-branded products successfully deliver value and quality. ANOVA analysis demonstrates statistically significant differences in brand perception scores across age groups (F = 8.74; p = 0.001), with the 20–30 years cohort exhibiting the most positive perceptions. The study also identifies the persistent association of the ITC brand with its tobacco legacy as a potential challenge to family brand equity across non-tobacco FMCG categories.

Keywords: Family Branding, Consumer Perception, ITC Limited, Brand Equity, FMCG, Brand Trust, ANOVA.

Downloads: | DOI: 10.17148/IARJSET.2026.13364