ITC: "Will"(s) "Gold Flake" assist "Ashirwad" to win "Bingo!"?

Things are indeed moving in an intrsting direction @ ITC :

My two cents : Any great company, growing at a fast pace, would focus on creating JV’s & partnerships. The core thesis, for acquiring Sunrise seems to me as - Mkt leadership, rich heritage & brand legacy (for 70 yrs). This sounds more like ITC’s legacy as well.

My only problem is how do I value ITC -
As a Cig. Co (Sin Stock) with good Div. Yield. Then its a dividend stock.
OR
As a fast growing FMCG co with high growth rates.
Would like to have insights from seasoned members on valuing ITC here.

Disc : Invested in satellite portfolio.