ITC expands Fiama Di Wills brand to soaps

ITC today announced an expansion in its personal care goods portfolio by introducing soaps under the Fiama Di Wills brand. The company had launched Fiama Di Wills shampoos and shower gels earliert this year to mark its entry into the personal care business.

Packaging for the soaps has been developed by a European design firm and the fragrance has been developed by an international house in France. It is named 'Fiama Di Wills SkinSense Soft Green' and it helps enhance retention of skin proteins to create a beautiful look, says the company. It is available in a 100 gms pack priced at Rs 40.

Other launches by ITC under the Fiama Di Wills brand include 'Polishing Drops' conditioner, which contains avocado oil and burdock extract that according to company claims make the hair feel smooth and shiny.

The company's FMCG business accounts for 14% of its revenues  Rs 12,369 crore. Its other brands in the FMCG space include Aashirwad, Bingo, Sunfeast and Mint-o-fresh. ITC is competiting with other biggies like Hindustan Unilever and Nestle India in the personal care and foods business.