ITC mulls anti-dandruff category foray

Published On: 2012-08-05

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ITC mulls anti-dandruff category foray

Source: Times of India



Buoyed by the success in personal care products (PCP) in 2008, ITC Ltd is planning to enter into anti dandruff shampoo category through Vivel brand. Anti dandruff shampoo is one of the fastest growing category of PCP with annualise growth of 16%.


The tobacco, food to PCP major is also signing Hrithik Roshan for promoting anti dandruff ranges nationwide. Earlier ITC roped in Roshan to promote John Players brand. CEO, PCP business of ITC, Sandeep Kaul said it is creating a subbrand called Vivel Ultrapro for the new category. “Hrithik will first promote the anti dandruff category. Later he will be seen in a campaign on the entire Vivel range of shampoo,” he said.


Incidentally, ITC created Vivel brand in early 2008 to make way in to premium category of shampoo and soap mart. It has two other brands in PCP business- Superia and Fiama Di Wills. Superia caters to value for money category and Fiama is for super premium segment.


According Kaul, anti dandruff market in India is 28% of Rs 2,200 crore shampoo industry. It is now dominated by HUL and P&G’s Clinic and Head & Shoulders respectively. But Kaul is confident that Vivel would soon become a brand to reckon with in the segment.


“Vivel is growing very fast. It is not far away when it will become a Rs 100 crore brand. Our value for money PCP brand Superia is becoming a strong player in its segment in north India,” he said.


He said Vivel Ultrapro would offer added benefits which would help to make inroads into a category dominated by strong players. “It is an anti-dandruff shampoo which has been proven not only to fight dandruff effectively but also nourishes and moisturizes hair to make it strong and soft.,” he added.