ITC enters shampoo market with Fiama

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Mumbai, Sep 24: As FMCG major Godrej Consumer Products Ltd (GCPL) is test marketing its shampoo brand ‘Godrej No 1’ in Andhra Pradesh and Maharashtra, ITC Ltd is foraying into the Rs 2,500 crore branded shampoos sector with the launch of ‘Fiama De Wills’. Incidentally, Fiama is ITC’s first mass market personal care product in the premium segment. With this move, ITC will now directly take on Procter & Gamble India (P&G) and Hindustan Unilever Ltd (HUL) in the highly competitive premium sector.

In a bid to take on two new entrants, FMCG giants P&G and HUL are now chalking out fresh game plans which include new variants and marketing initiatives, informed industry sources. With the tagline ‘Nature & Science. Gentle & Effective’, Fiama De Wills will soon hit key markets across the nation. On ITC’s new initiative, a company spokesperson said, “This product is the result of our R&D department for over four years. Priced at Rs 99 for 200 ml, Fiama will be available in modern retail formats as well as kirana stores across the country.”

As for the other new entrant’s strategy, HK Press, executive director, GPCL informed that the company is currently evaluating the performance of its shampoo brand in two states, on a trial basis. “After seeing the results of our test marketing, we will proceed. With this move, we will know what steps we need to take to extend this initiative,” he added.