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    Zyn pouchesRural to royal, ITC’s on fire without smoke

        For six years there have been no fullstops in ITC. Now, fresh from upgrading a 30-year relationship with Starwood Hotels & Resorts from the Sheraton badge to the top-of-the-line Luxury Collection tag for his seven biggest metro hotels, ITC chairman YC Deveshwar can add another line to his three mantras “From seed to stomach”, “From fibre to fashion” and “From tree to text”.   Dare we suggest, “From rural to royal?” or ” From livelihood to luxury”? Why not, since Mr Deveshwar is way down the road to transforming the tobacco-to-hotels major ITC into the country’s largest FMCG company. From the cane-field to the catwalk, Mr Deveshwar’s strategy…