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.
