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ITC expands portfolio with India's first couple deodrant Engage
The Economic Times - 22 May 2013

Consumer goods-to-hotel conglomerate ITC on Tuesday expanded its deodorant portfolio it entered last year by venturing into a new sub-segment - couple deodorant, under a new brand Engage.

ITC officials say Engage is the first range of couple deodorants in the Indian market. This new range of deo sprays for men and women provides 24 hour freshness.

The company has launched three pairs of deodorants under Engage - Rush for male and Blush for female, Mate for male and Spell for female, and Urge (male) and Tease (female).

ITC's chief executive officer (personal care products business) Sandeep Kaul says the deodorant category is experiencing swift and dynamic growth for the company. "Engage is uniquely poised to leverage this opportunity and carve a significant consumer mindshare," says Kaul.

The product has been complemented with the innovative packaging design such as shaped cans. Engage for men have a bold, modern look and has been designed in classical black with a tinge of effervescent colours, while the range for women are in bright hues of pink, blue and yellow.

Last fiscal, ITC forayed into the deodorant segment with a brand under its Fiama Di Wills Men franchise. In 2012-13, ITC's non-cigarette FMCG business consisting of packaged food, personal care, lifestyle retail, safety matches and agarbatti more than halved its losses to Rs 81.26 crore with sales growing by 26% to Rs 6982 crore.

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