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Sep 17, 2007, 09.33 AM IST
ITC forays into mass-market personal care products, sources said. The company plans to launch high-end shampoo, Fiama d'Wills today. The product will be available across retail stores at Rs 99 for a 200 ml bottle.
After a year of speculation, ITC has launched its first mass market personal care product. ITC 's shampoo brand, Fiama di Wills is in the premium segment, thatís growing faster at 44%, compared to 21% for the overall market.
Interestingly, ITC didnít introduce a new brand name for its shampoo. Instead it has opted for a brand extension of its two year old, super premium range of personal care products, Essenza di Wills . But unlike Essenza that was available at ITC hotels and Wills Lifestyle stores, Fiama di Wills shampoos will be stocked at retail stores across India. The product will be available at Rs 99 for a 200 ml bottle.
ITC Chairman Y C Deveshwar had gone on record on CNBC-TV18 and said that ITC wanted to position itself as Indiaís number one FMCG company.
And like in its foods business, where it started with Kitchens of India and then moved to Sunfeast, experts say ITC might launch a mass market shampoo in due course.
But thatís where the similarity ends. Unlike the biscuit and snack categories, where ITC had one or two big players to contend with, the shampoo market is crowded with multiple players and variants. The competition is cut-throat.
ITC also has its work out its distribution. The famous pan-beedi network of ITC will not come in handy for Fiama di Wills. Also, expect heavy-decibel shampoo promotion to start soon. And after Fiama di Wills, the launch of mass-market soaps may just seem round the corner.
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