ITC expands personal care portfolio with Vivel

The extension of the Vivel brand into the shampoo category follows the successful launch of Vivel soaps in February this year. Vivel shampoos are available in 200ml and 100 ml bottles and will also be available in sachets. The 200 ml and 100 ml bottles and 8 ml sachets are priced at Rs 89, Rs 49 and Rs 2, respectively.

Backed by consumer insight, the shampoos are a result of four years of extensive research and product development at the ITC R&D Centre, while the fragrances for Vivel products have been developed by leading international fragrance houses.

Apart from Vivel and Vivel Di Wills, ITC's personal care portfolio comprises Essenza Di Wills, Fiama Di Wills and Superia brands.

The Rs 1,500 crore in sales shampoo market may have remained almost flat in 2006-07 and grown just 6.6 per cent in terms of value, but it grew by a more-than-healthy 14.4 per cent in the three months to June, according to market research firm ACNielsen.

According to analysts, several companies are now eyeing the growing shampoo market and existing players have to defend their turf by launching new products, reducing prices, and focusing on promotions. Sachets account for around 70 per cent of the market.