Soap business is no mean business. With increasing competition, it has become an area which not only needs innovation but also innovation to attract consumers’ attention. At ITC, the endeavour has always been to accelerate growth by leveraging deep consumer insight and combining innovative and differentiated offers that deliver superior value to consumers.
Responses from Sandeep Kaul, Chief Executive, Personal Care Products Business, ITC Limited,
Q. What was the reason behind modernisation of the Vivel brand at such a short phase of its launch?
A. At ITC, we believe in remaining contemporary and relevant, hence we are continuously refreshing our brand proposition in order to stay ahead of the curve. In the recent past, there has been an evident shift in consumers’ attitudes towards their personal grooming and there is a growing need for multiple skin benefits from soap. In sync with this attitudinal change, we have fortified the already well-established brand of Vivel soaps. With the launch of the new skin nourishing range of soaps, we have evolved from just skin softening to skin nourishment with vitamin E.
Q. What would the modernisation envisage for the brand?
A. Vivel with its skin nourishing range modernises the well-established soap portfolio. Nourishment is the core brand thought. The genesis of this new platform lends itself to the finding that good skin is a manifestation of deep nourishment. The new range catapults Vivel’s soap portfolio into a league of its own.
The assortment of soaps introduces four innovative mixes of ingredients that have been trusted over the years for their skin care properties and vitamin E as the core nourishing ingredient for the range. Vivel with green tea, aloe vera, mixed fruit + cream and refresh + moisturiser with zesty orange extracts and milk cream is well poised to charm consumers and deliver consumer delight in every moment of truth. We are confident that the new portfolio will make brand Vivel even more endearing and will soon etch a distinct consumer need-oriented growth story in its segment.
Q. How old is Vivel as a brand? Is it close to break-even as a brand?
A. Vivel launched its portfolio in June 2008. In five years, Vivel has been ranked 4th in the personal care segment as India’s most exciting brand (a survey by Brand Equity & AC Nielsen). It is estimated to have attracted an annualised consumer spend of Rs 500 crore and has strengthened its consumer franchise with one in every five households to have tried the brand.
With the increasing urbanisation, favourable demographic trends and a strong proposition of nourishment across its portfolio, Vivel is poised to grow phenomenally in the coming years.
Q. What is Vivel's current market share in the top categories?
A. Vivel in its soaps’ portfolio has garnered a strong consumer mindshare. In some markets, Vivel is well ahead of its well-entrenched competitors. The skin care portfolio, Cell Renew, was launched in December 2012 and has been well received. The range comprising body lotions, face moisturiser and hand crème has garnered positive reviews from consumers.
Q. In what categories does Vivel operate?
A. Vivel is present in bath care with its range of soaps and body washes, skin care with Cell Renew, Vivel Active Fair and a range of face washes and lip balm and in hair care with Vivel ultra pro anti- dandruff shampoo.
Q. What are the categories where Vivel would be extended?
A. Vivel continues to grow in the intensely competitive personal care segment in India. It is poised to seize emerging opportunities in any category that will seamlessly fit into the brand belief of offering differentiated value propositions and will enhance consumer experience.
Q. At what pace is Vivel growing its sales for ITC's personal care business? What is the revenue growth rate of the personal care business?
A. Vivel has emerged as a vibrant consumer brand and is one of the ITC’s fastest-growing FMCG brands in India with an estimated annualised consumer spend of Rs 500 crore in just five years.