ITC might be looking at expanding its Vivel personal care portfolio with deodorants and talcs. The company’s current personal care product range includes soaps, shampoos and a fairness cream called Actice Fair.
According to industry estimates, ITC is looking to venture into the deodorant and talc segment by October this year. Anand Shah, a senior FMCG analyst, Angel Securities (a brokerage firm), was quoted as saying, “Two months ago, the company launched deo soaps. It has a fairness cream in its portfolio. ITC has been pushing its skincare franchise under Vivel, while shampoos are advertised heavily under Fiama, another personal care brand of the company. Deos and talcs, then, will strengthen its skincare portfolio under Vivel.”
As compared to HUL, which has a 43 percent market share in soaps and 47 percent in shampoos, ITC since its entry into the personal care market, has gained a five percent share in soaps and shampoos.