ITC has announced its foray into the fairness cream segment with the launch of Vivel Active Fair. “Skin cream is a rapidly growing product category in India. We at ITC have been involved with intensive R&D efforts over the last three years to create a unique value proposition and a superior fairness cream for the Indian consumers.
Vivel Active Fair is a result of continuous engagement with consumers, understanding their needs and designing an offer and delivering benefits, which truly make a difference”, said Sandeep Kaul, Chief Executive, Personal Care Products Business, ITC Limited. The cream is available in Kerala and will soon be extended to other markets.